Justin Bieber nearly single-handedly circled Tim Hortons

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The Canadian espresso chain’s mum or dad firm, Restaurant Manufacturers Worldwide, reported that gross sales rose 10.3% at shops open at the very least a 12 months within the fourth quarter of 2021. That reversed a 11% decline for a similar quarter a 12 months in the past.

In November 2021, Tim Hortons jumped on the celebrity meal bandwagon to assist increase its backside line. It wanted the starpower as a result of gross sales have been sagging on the chain as a result of folks have been working from residence and disrupted folks’s pre-pandemic behavior of stopping by the espresso chain for breakfast. It has additionally been working to enhance its core menu, improve its loyalty program and improve its digital technique.

A limited-time donut gap line, known as “Timbiebs Timbits” assortment consisted of three donut flavors that was created by Bieber, together with chocolate white fudge, bitter cream chocolate chip, and birthday cake waffle, in addition to branded merch.

The Timbiebs promotion “was one of many extra profitable traffic-driving initiatives in latest reminiscence and outperformed our inner expectations,” mentioned RBI CEO Jose Cil throughout a Tuesday analyst name discussing the corporate’s monetary outcomes.

The collaboration led to “unprecedented social engagement and elevated attraction with youthful company,” mentioned Cil. “I am a Belieber,” he added, utilizing the time period coined by Bieber’s followers. “You possibly can count on to see extra from this thrilling partnership within the 12 months forward.”

The Canadian singer mentioned that “doing a Tim Hortons collab has all the time been a dream of mine,” when the partnership launched, including that he “grew up” consuming on the chain.

McDonald’s (MCD) jump-started the celeb meal pattern in 2020 and it became a boon for the brand. Different chains copied the pattern, together with Tim Hortons’ sister brand Burger King the place gross sales within the US rose 2% within the fourth quarter.
Restaurant Manufacturers Worldwide (QSR) owns Burger King, Tim Hortons, Popeyes. The corporate’s whole fourth quarter income rose to $1.55 billion — up from $1.36 billion a 12 months earlier. The inventory was up about 2% in premarket buying and selling.

— CNN Enterprise’s Danielle Wiener-Bronner contributed to this report.

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