For many Canadians, grabbing a cup of coffee from Tim Hortons is a daily morning routine. Passing by Tim Hortons after Thursday’s lecture on marketing and brand positioning let me pose a question. How does Tim Hortons successfully differentiate themselves using its points of difference? Tim Hortons serves home-style soups, such as Beef Lasagna Casserole and Hearty Potato Bacon, served in china (depending on location) as opposed to disposable containers. The consistency Tim Hortons offers means that you can walk into its shop knowing exactly what to expect.

“The chain’s biggest drawing card remains its legendary Tim Hortons coffee.”

(source: Tim Hortons)

Tim Hortons’ tradition, history, and hockey roots provide their customers with a sense of national identity and pride. Successful marketing of the points of difference is a result of Canadians having the words, “timbit” and “double-double” in their vocabulary. Its success is also due to their ability to adapt to the demands of consumers and changing trends. When the first Tim Hortons opened, it only offered two products- coffee and donuts. Consumer tastes grew with time and Tim Hortons diversified its menu by introducing muffins, cakes, pies, and cookies; while, offering healthy snack wraps. Successful brand positioning developed from its slogan, “always fresh,” which plays a significant role in marketing the company’s emphasis on providing fresh, top-quality products to its customers. Value and affordability remains a fundamental focus of its strong brand identity. In essence, its contributions to the community and distinct points of difference have allowed Tim Hortons to become Canada’s most successful coffee chain.

To learn more about the leadership efforts of the company, please visit: http://www.timhortons.com/us/en/difference/index.html

Photo Credits:

Oleniuk, Lucas. Tim Hortons. 2011. Photograph. Toronto. Thestar. Toronto Star, 4 Feb. 2011. Web. 24 Sept. 2012. http://www.thestar.com/business/companies/timhortons/article/933574–tim-hortons-to-open-120-outlets-in-middle-east.