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Tim Hortons Case

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Tim Hortons Case
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Tim Hortons is currently the largest fast food restaurant chain in Canada that provides a variety of products that appeal to a broad range of consumer preferences at relatively low prices. It is the fourth largest publicly traded quick service restaurant chain in North America based on market capitalization.(pg3) The quick service restaurant industry is continuously growing and its competitive level has increased globally. Tim Hortons operates 4,546 franchised restaurants worldwide. It has been profitable over the past 5 fiscal years and has maintained a steady net profit margin. Tim Horton has been able to adapt to changing lifestyle trends by introducing new product innovations. The following report will demonstrate a detailed …show more content…
The brand is popular only within the Canadian border but franchise locations outside of the Canadian border did not perform well leading to closing down stores. Growing their market existence and expanding brand awareness are key issues that need to be accessed. Since Tim Horton became the largest quick service restaurant chain in Canada, it has the opportunity to expand to the global market. Recently, they have merged with Burger King, one of McDonald’s top competitors. Tim Hortons can benefit themselves by taking the opportunity to hit ambitious growth targets and international expansion, as Burger King’s global experience could help increase its brand reputation and …show more content…
As consumer related trends change so does taste. They should implement more lunch and menu products so this gives consumer to drop by to grab something during their meal time. Many customers are focusing on catering to healthy meal option that are affordable .However, they should develop a new idea with packaging products, in ways they can increase the number of items purchased which generates revenue.
Pros Cons
• Customers will be attracted to Tim Hortons due to low cost in products
• Aligned with its core competency • Takes time and money to bargain with suppliers
• Research & Development is expensive
• Will have to change menu worldwide which is added cost

Alternative 3: Restaurant Formats and
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