Canadian coffee shop market leader harnesses ingrained customer loyalty to raise CA$10.6m (US$7.5m) during its annual fundraiser, surpassing 2019’s figure by CA$760,000 despite severe coronavirus disruption in 2020
Photo credit: Tim Hortons
Tim Hortons raised the funds during its annual Smile Cookie fundraiser, which donates 100% of cookie sales to more than 550 Canadian organisations and charities, including healthcare providers, youth development programmes and hospices.
Canada’s biggest coffee chain was able to surpass the CA$9.8m it raised in 2019, despite severe coronavirus disruption to its operations during 2020. World Coffee Portal data shows Canada’s coffee shop market
is slowly recovering after widespread temporary closures due to coronavirus, with around 90% of outlets in the branded coffee shop segment open for business as of September 2020.
Tim Hortons has a loyal following in Canada, with the brand promoting it serves more than five million cups of coffee every day, with 80% of Canadians visiting one of around 4,000 Tim Hortons in Canada at least once a month.
Data from Tim Hortons’ parent company Restaurant Brands International Inc. shows the coffee chain sustained a 29.9% like-for-like sales decrease in Canada during the three months to 30 June 2020, with that figure recovering to the ‘negative mid-teens’ by the end of July 2020.
Nevertheless, entrenched customer loyalty, established drive-thru infrastructure and a widespread national presence, means Tim Hortons is well placed to weather further coronavirus disruption in its native market.