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Tim Hortons Executive Summary

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Within the restaurant industry, Tim Horton operates in the donut/coffee/tea category of the quick service restaurant (QSR) segment. According to Restaurant Brands International 10-K Annual Report, in the 12-month period ended November 2016, consumer spending in the QSR category totaled at approximately $26 billion CAD in Canada. The donut/coffee/tea category generated consumer spending of approximately $9.3 billion CAD, which represents 35.8% of total Canadian QSR consumer spending. Tim Hortons sales accounted for 82% (approximately 7.63 billion CAD) of consumer spending in this segment and 29% of the Canadian QSR segments consumer spending overall (1).

Taste and quality of products are an essential industry driving force. Consumer’s tastes
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They run about 17,000 locations around the world and pull in about $13.3 billion in annual revenue, but Tim Hortons locations are only in Canada and United

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To keep up with the times, Tim Hortons is trying to move away from donuts and bring a new demographic through updated interiors and “healthier” menus

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The emphasis and is Since Tim’s early beginnings, the focus on top quality, “always fresh” product innovation, economic value, exceptional service and community leadership has contributed to its significant growth in Canada and its substantial continued presence not only in the United States of America but across the world. They have a critical specialization in a range of products, but not limited to coffee products, baked stuffs among other home-style diners. During its initial stages of take-off, Tim Horton’s could only provide only offered binary types of assortments being coffee and donuts. Having successfully undergone the growth stage and the precedential entry into business maturity, the restaurant now offers many varieties like muffins, cakes, pies, croissants, cookies, and soups but also offer sandwiches, chicken salad among others as breakfast. Having closely researched on the market needs which continuously dynamic, they have also introduced new yogurt berries and Cirebon rolls hence known for its bagels.

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The message that Tim Hortons sends is that their food is something both trusting and tastes better than places that have food sitting out for days, then given to you is more improved than traditional “ cafe and bake

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Consumer Taste and Preferences

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