The parent company of the Canadian coffee chain, Restaurant Brands International, reported that sales rose 10.3% in stores open for at least a year in the fourth quarter of 2021. This reflected a decline of 11% in the same quarter last year.
Dubbed the Timbiebs Timbits Collection, the limited-edition donut line consists of three donut flavors created by Bieber, including white chocolate fudge, sour cream chocolate chips, and Christmas waffle, as well as branded merch.
RBI CEO Jose Seal said during an analyst call Tuesday to discuss the company’s financial results, that the Timbiebs promotion “was one of the most successful traffic driving initiatives in recent memory and has exceeded our internal expectations.”
Sell said the collaboration led to “unprecedented social engagement and increased appeal for younger guests.” “I’m Bieber,” he added, using a term coined by Bieber fans. “You can expect to see more of this exciting partnership in the coming year.”
The Canadian singer said that “to do a collaboration with Tim Hortons was always my dream” when the partnership took off, adding that he “grew up” eating on the series.
CNN Business’s Danielle Wiener Brunner contributed to this report.