In the next in a regular series of Ad Age columns, Nielsen Online Executive Vice President Pete Blackshaw examines how Canadian fast-food chain Tim Horton's benefits from the unusually intense loyalty of its customers.
While Starbucks has struggled with store closings and customer-service failings, this coffee competitor from the North has quietly expanded, banking on its mission, its people, and its community ethos.
“Even though it's a chain, the brand...comes across as uniquely authentic,” Blackshaw writes. “There's an important story behind this Tim Hortons brand. Great food, good value, strong community support and an icon hero make for a fast-growing operation.”