Like Justin Bieber’s recent hit “Ghost,” he missed his limited-time “TimBiebs TimBits” donut holes more than life—but he isn’t settling for the ghost version. Tim Hortons brought back the three quirky TimBiebs flavors—sour cream chocolate chip, birthday cake waffle and chocolate white fudge—on Monday, along with the launch of a new Bieber-branded coffee product and news about two new drive-thru formats.
Tim Hortons might have missed the TimBiebs business even more than the Canadian pop star, given that CNN Business said “Justin Bieber almost single-handedly turned around Tim Hortons.” After the TimBiebs launch in November 2021, the brand’s parent company, Restaurant Brands International, reported systemwide sales growth of 10.3 percent at stores open at least a year in the fourth quarter of 2021.
José Cil, CEO of RBI, told investors he was a “Belieber” during a recent earnings call, and said that TimBiebs was “one of the more successful traffic-driving initiatives in recent memory.”
Tim Hortons Chief Marketing Officer Hope Bagozzi reported that the campaign was “a huge hit and surpassed our expectations. The fact that we’re bringing TimBiebs back for the launch of Biebs Brew speaks to that.”
Bieber told the team at Tim Hortons he really enjoys his coffee over ice, Bagozzi recalled, which led to discussing a potential Cold Brew based on his taste preferences. His taste happens to be rather vanilla, as they landed on a French Vanilla-flavored Cold Brew coffee that debuted in the U.S. and Canada on June 6 for a limited time.
“Tims is famous for its coffee, so it was only natural that’s where we would focus on the second phase of the collaboration,” Bagozzi said, “and the two products just pair perfectly together.”
Along with the launch of Biebs Brew, Tim Hortons brought back the three quirky TimBiebs flavors—sour cream chocolate chip, birthday cake waffle and chocolate white fudge—on June 6.
When asked what she thinks of the new brew, Bagozzi said she loves an espresso and favors the Cinnamon Caramel Oat Milk Latte, yet “also cannot get over how delicious and smooth the Cold Brew is” and noted her appreciation that Tim Hortons’ line-up of hot and cold drinks has something for every taste.
With more than 600 restaurants in the U.S. and more than 4,000 restaurants across Canada and around the world, Tim Hortons is 100 percent franchised and Canada’s largest quick-service restaurant chain offering coffee, donuts and breakfast items. It ranked No. 18 on the Franchise Times Top 400 Franchises list last year. RBI also operates Burger King and Popeyes Louisiana Kitchen.
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Driving growth with new drive-thru models
On June 6, Tim Hortons introduced two new drive-thru formats aimed at improving the guest experience and drawing in franchise candidates looking for more flexibility. The two formats include a 1,600-square-foot model with a 24-seat dining room and a drive-thru, and a smaller drive-thru-only model that totals about 900 square feet.
The first drive-thru-only restaurants are set to open this summer in several states including West Virginia, Ohio, Michigan and New York.
New Tim Hortons U.S. restaurants will incorporate a revised menu offering items that cater “specifically to the American consumers,” which focuses on coffee and cold specialty drinks, fresh-cracked egg breakfast sandwiches and baked goods. Franchisees and customers will also benefit from Tim Hortons’ app, updated rewards program and VIP mobile order parking spots.
Most recently, the coffee and bakery chain announced its arrival in Texas with a 30-unit deal in the Houston metro area and in Georgia with a 15-unit deal in Atlanta.
The cost to open a Tim Hortons franchise ranges from $218,100 all the way up to $2.1 million.