Tim Hortons’ marketing strategy involves identifying its target market and developing successful marketing and promotional activities that appeal to its target audience. As a quick-service chain, Tim Hortons’ target market cut across a vast group of people, consisting of students, working adults, families, and people from the lower and middle classes.
The company (also referred to as Tim’s or Timmie’s) started in 1964 in Hamilton, Ontario, and has since then captured the hearts and taste buds of many individuals.
Over the years, this brand has become one of the largest restaurant chains serving over 5 million cups of coffee every day with at least 80% of Canadians visiting its restaurants at least once a month. Thus, becoming a significant brand in Canada and other countries.
In this article, we will be discussing Tim Hortons’ target market based on various elements and how the company manages to attract its target audience.
What is a target market?
A company’s target market is an identified group of people with shared characteristics such as age, income, occupation, personality traits, behavior, lifestyle, etc, to which the company markets its products or services.
Companies like Tim Horton’s usually identify a group of people as their target market; i.e. their potential customers. This is essential because it helps the company to thoroughly understand its potential customers and create marketing strategies that will help it meet its business objectives.
Just like every other successful brand, Tim Hortons identifies its target market as a key part of its decision-making process because this helps influence the brand’s product development, design, packaging, price, promotion, and distribution. For instance, Tim’s may tweak certain aspects of its product, such as the amount of sugar and cream in a coffee drink or the style of the packaging, to appeal more to a specific target market.
Tim Hortons’ target market
- Adult population
- Students, business people, and working adults
- People from the lower and middle classes
- Canada, USA, and other countries
- Coffee lovers
- People living a fast-paced life
- People who value environmental sustainability and CSR
- Customers who buy for occasions
- Tim Hortons loyal customers
Tim Hortons’ target market cuts across certain groups of people like students, working adults, families, lower, and middle classes, Canadian citizens, business people, coffee drinkers, etc. because the brand offers superior quality and low-priced products.
Studies have shown that Millennials and Generation X demographics tend to spend more money per meal at quick-service restaurants. Hence, Tim Hortons’ target market is the adult population, consisting of people above the age of 25. People in this age group are true coffee lovers and tend to appreciate restaurant chains that are open 24 hours.
Since this age group is Tim Hortons’ primary target market, the company’s restaurants run 24/7 in order to appeal to this demographic. Thus, making it convenient for its customers to get drinks, coffee, food, and much more, any time of the day.
Students, business people, and working adults
As a quick-service restaurant, Tim Hortons’ target market also includes students, business people, and working adults because a majority of them love to grab their snacks or coffee on their way to their classes or workplace.
The company positions itself in several locations as a convenient QSR in order to appeal to this kind of people. For instance, its restaurants are located near college and university campuses, making it very accessible for students. It also makes its products inexpensive and affordable for them.
As a strategy to attract these groups of people, Tim Hortons also offers Wi-Fi in its locations so that working adults and students can visit its restaurant to grab lunch or a cup of coffee while getting their work or homework done.
People from the lower and middle classes
The majority of Tim Hortons customers are in the low- and middle-income level. Since the company targets this group of people, it offers a wide range of prices so that more people can afford its products.
In order to appeal to this particular target market, Tim Hortons uses an everyday value pricing strategy wherein it sets its prices below the average price offered by main competitors, like McDonald’s, Dunkin Donuts, and Starbucks.
Tim’s uses this pricing strategy in marketing its products and gains an opportunity to maximize customer satisfaction by offering a quality product, for a lower price compared to these brands. Its menu is therefore priced lower than other brands by a small margin which gives it a price advantage, that attracts people from the lower and middle classes.
Also, because Tim Hortons’ target market includes people from the lower and middle classes, it provides more offers and benefits like weekly order bonuses or discounts on buying two drinks.
Canada, USA, and other countries
Tim Hortons’ target market currently includes consumers in about 15 countries, specifically Canada and the USA. The company currently has more than 5,000 outlets around the world and as its product sales grow, it continues to expand its target market internationally to reach a broader market in other regions across the globe.
Over the years, Tim’s has been able to position itself as a brand that meets the target audience internationally according to the regional needs of its consumers.
Coffee is Tim Hortons’ main product, so its primary target market includes faithful coffee drinkers, especially those who love fresh coffee and food items.
The company’s tagline ‘Always Fresh’ resonates with people who love fresh coffee and food items. Hence, in order to retain such customers, the company continuously spices up its menu and product offerings.
People living a fast-paced life
Tim’s targets customers who live a fast-paced lifestyle and have an on-the-run consumption lifestyle. Such people prefer their everyday cup of coffee or meal on the go and value fast service.
Hence, Tim Hortons’ target market consists of consumers who are looking for a quick coffee or meal. Targeting such consumers has led the brand to innovate new products and improve its menu.
For instance, knowing most of its customers are always on the go, the brand birthed the idea of Tim Hortons Double Double™ Coffee Bar. It created this edible treat to satisfy Canadians’ coffee cravings and have them take their Double Double™ easily with them.
People who value environmental sustainability and CSR
Tim Hortons’ target market also consists of people who value environmental sustainability and corporate social responsibility (CSR.
In order to appeal to such people, the company has implemented various CSR initiatives, such as using 100% recyclable cups, the Smile cookie campaign, the Tims for Good initiative, ethical sourcing, and supporting local communities through the Tim Horton’s Foundation Camps.
Customers who buy for occasions
Tim Hortons also targets customers who make purchases for occasions like Christmas, birthdays, thanksgiving, etc. For instance, it sells premium coffee and birthday cake Timbits for people who purchase occasionally for birthdays and parties.
Tim Hortons loyal customers
Tim Hortons has managed to gain loyal customers based on the different experiences and benefits they get from the brand. For instance, some customers are compelled and loyal to the brand because of the convenience of ordering through the Tim Hortons mobile app, and having their beverage already prepared when they come in to pick it up.
Some customers, on the other hand, are more interested and pleased with the experience they get from ordering in-store and enjoying the ambiance of Tim Hortons restaurants. Whatever the case may be, any loyal and frequent customer is crucial for the sustainability of the business.
Hence, as much as Tim Hortons targets new markets and customers, it also targets its loyal customers, because losing a large number of them will affect the company’s bottom line.
In order to continuously sell the brand to its loyal customers, Tim’s continues to introduce various strategies that promote repeated purchases and customer retention. For instance, it targets its regular morning customers by offering an incentive that gets them back in for another purchase later in the day.Last Updated on November 2, 2023 by Nansel Nanzip Bongdap
Obotu has 2+years of professional experience in the business and finance sector. Her expertise lies in marketing, economics, finance, biology, and literature. She enjoys writing in these fields to educate and share her wealth of knowledge and experience.