Tim Hortons: Dark roast

This case study shows how the famous Canadian coffee brand Tim Hortons increased volume sales of its Dark Roast, fighting competition from McDonald's.

Tim Hortons: Dark roast

J. Walter ThompsonTim Hortons

Situation analysis

Overall assessment

Tim Hortons sold over three quarters of the coffees sold to Canadians outside their home every day. In many categories, that would be reason to celebrate. The problem was, that number used to be in the eighties. In that last seven years, our share had been slowly but consistently eroding.

There were two clear problems:

  1. Brewed coffee consumption in Canada was flat, with more and more competitors coming into the market, both in retail and foodservice.
  2. Canadians' coffee tastes were changing. The average Canadian was not just...

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