Justin Bieber almost single-handedly turned around Tim Hortons

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.

In November 2021, Tim Hortons Hop on the celebrity meal wagon To help boost its bottom line. She needed star power because sales were going down in the series because people were working from home and putting people off Pre-pandemic behavior From stopping at the coffee chain to breakfast. It is also improving its core menu, updating its loyalty program and strengthening its digital strategy.

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.

McDonald’s (MCD) Leap in the direction of celebrity meals in 2020 and it It has become a boon to the brand. Other chains copied the trend, including Tim Hortons’ Sister brand BURGER KING Sales in the US rose 2% in the fourth quarter.
Brands International Restaurant (QSR) Burger King is owned by Tim Hortons, Popeyes. The company’s total revenue in the fourth quarter rose to $1.55 billion — up from $1.36 billion a year earlier. The stock is up about 2% in pre-market trading.

CNN Business’s Danielle Wiener Brunner contributed to this report.

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