Created a category strategy, brand positioning, new product pipeline and marketing plan priorities for lunch.

Business Challenge

Tim Hortons wanted to grow its lunch business by driving reappraisal among two priority consumer targets. Goal was to find a way to change consumers perception of Tim Hortons from a lunch default to a lunch destination.

Solution

We explored the lunch landscape and identified opportunity areas for the Tim Hortons brand. We refined and optimized the priority positioning territory and created innovation platforms that supported the positioning territory. We developed strategic recommendations that enhanced the customer journey.

Results

Changed guest perceptions of Tim Hortons as a lunch destination. Helped Tim Hortons grow revenue at lunch, with lunch category sales the biggest contributor to growth in 2015 and 2016.