Bieber partnership, toasted wraps boost Tim Hortons


TORONTO — Further collaborations with pop music star Justin Bieber will take place in 2022 at Tim Hortons following last November’s rollout of Timbiebs Timbits donut holes.

“Timbits, which included exclusive merchandise in three delicious Timbits created with Justin Bieber, was one of the most successful traffic generation initiatives in recent memory and exceeded our internal expectations,” said José Cil, CEO of Restaurant Brands International, Inc., the parent company of Tim Hortons, in an earnings call Feb. 15. “We have seen the first signs of the brand’s appreciated benefits from this partnership through unprecedented social engagement and increased appeal to younger customers.”

Tim Hortons also launched Freshly Toasted Wraps in October.

“This successful launch built on our established credibility in craveables and helped drive single-digit growth in our lunch and snack daytime slices over 2019 levels,” Mr. Cil said. . “It is encouraging to see that our focus on improving food quality and taste is translating into strong sales growth with breakfast foods and main foods up a combined 14% vs. 2019.”

Systemwide sales at Tim Hortons increased 14% to $1.74 billion in the fiscal year ended December 31, 2021. Same store sales growth was 10%.

“In the United States, we achieved our best year of restaurant growth since 2016 and signed development agreements to expand into new markets, including Houston, which will open its first store this summer,” Mr. Cil said. “Our new US openings are leveraging a smaller footprint, faster build times and an optimized menu offering focused on beverages, baked goods and hot breakfast sandwiches, all leading to a more compelling unitary economy.”

Net income attributable to common shareholders of Toronto-based RBI was $838 million, or $2.71 per share on common stock, during the year, up 72% from to $486 million, or $1.61 per share, the previous year. Total revenue of $5.74 billion was up 16% from $4.97 billion.

RBI also owns Burger King and Popeyes Louisiana Kitchen and acquired Firehouse Subs on December 15, 2021.

“We are excited to connect Firehouse Subs to our strong global development network, kicking the brand’s unit growth into high gear in the years to come, and while Firehouse Subs already has a growing digital presence, we see new opportunities to add more guest options and take the brand’s digital experience across borders,” said Mr. Cil.


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