Tim Hortons also referred to as Tim’s or Timmie’s is a Canadian quick-service chain that offers staple North American food including burgers, sandwiches, salads, and breakfast items. It’s are also well known for its coffee.
It has almost 5000 restaurants in 15 countries and a loyal customer base which is a testament to its success. But who is its target market? And why do they love the food so much?
In this article, we will explore the Tim Hortons target market and understand what attracts people to this restaurant chain over others.
Who is the Tim Hortons Target Market?
To best understand the Tim Hortons target market, we need to first understand who is the target market for a fast-casual restaurant and secondly why they choose Tim Hortons over a multitude of alternatives that are probably available to them.
This way we focus on the customer’s need to eat a good but fast sit-down meal and their motivation to go to Tim Hortons. By understanding their needs and their wants we can appreciate their motivation to select Tim Hortons and to spend their money on a good meal there.
Such an analysis gives us the following segments of the Tim Hortons target market:
- People who love classic North American food (burgers, sandwiches, salads, bagels, wraps, etc)
- People who specifically love the food at Tim Hortons
- People looking for great food that’s reasonably priced
- People looking for an easy and casual place to eat
- People who appreciate quick and efficient service
- Parents looking to take the kids to a fun place to eat
- People looking for a place to meet friends over a meal
- People who like a restaurant with broad menu options
- People looking for a meal on-the-go
- Office workers looking for a quick bite
Let’s look closely at each of these segments of Tim Hortons target market.
#1. People who love classic North American food
This segment of the Tim Hortons target market is the most obvious. People who love classic American fares like burgers and fries, salad and sandwiches are going to be naturally drawn to a restaurant like Tim Hortons that specializes in them.
Having said that, it’s important to note that these people are looking for a place that makes great burgers and fries but they are not specifically looking for Tim Hortons.
In other words, they are not necessarily brand loyal to Tim Hortons, they just want good American food and would willingly go to another restaurant that can give them what they want.
#2. People who love the food at Tim Hortons
What’s interesting about this segment of the Tim Hortons target market is that they are not just looking for any restaurant, they specifically want the food from Tim Hortons.
This indicates a higher level of brand loyalty than the previous segment. These people have probably tried Tim Hortons before and liked it so much that they want to keep coming back for more.
If these people have a bad experience at Tim Hortons, they are likely to switch loyalties to another place.
#3. People looking for great food that’s reasonably priced
People looking for great food that’s reasonably priced is another segment of the Tim Hortons target market. These people are looking for value and they want to get the most bang for their buck.
Tim Hortons is a great option for these people because they offer high-quality food at very reasonable prices. People in this segment are usually willing to sacrifice some amenities (like atmosphere) in order to get a great meal at a good price.
They may even simply buy the food to go instead of sitting down and eating at the restaurant.
#4. People looking for an easy and casual place to eat
For those who prefer to sit down and relax while they eat their burger or salad or pasta, Tim Hortons is still a great option because it’s an easy and casual place to eat.
People in this segment are looking for a place where they can just sit and enjoy their food without having to worry about anything else.
The casual atmosphere of Tim Hortons is perfect for these people and they are likely to become regular customers if they have a good experience.
#5. People who appreciate quick and efficient service
Most people who go to a place like Tim Hortons are looking for quick and efficient service. They want to be in and out as quickly as possible so they can get on with their day.
These days no one has the time or patience to wait around for their food and Tim Hortons is known for being quick and efficient. This is a major selling point for this segment of the target market.
The staff at Tim Hortons is known for being friendly and helpful, which also goes a long way with this segment of the target market. They want to be served by someone who is happy to be there and who is going to make the experience as enjoyable as possible.
#6. Parents looking to take the kids to a fun place to eat
Taking kids out to dinner can be a challenge but it’s something that parents have to do from time to time. When they are looking for a place to take the kids, they want somewhere that is fun and affordable.
Tim Hortons is a great option for parents because it’s a place that kids will enjoy and the food is reasonably priced.
This segment of the Tim Hortons target market is also looking for a place that is kid-friendly and where they won’t have to worry about their kids making a mess.
#7. People looking for a place to meet friends over a meal
This segment of Tim Hortons target market is looking for a place to catch up with friends over a meal. They want somewhere that is comfortable and where they can relax and enjoy some good food and conversation.
Tim Hortons is a great option for these people because it has a relaxed and comfortable atmosphere. The food is also good quality, which makes it the perfect place to meet up with friends.
#8. People who like a restaurant with broad menu options
Many people prefer to go to a restaurant that has a broad menu so they have more options to choose from. This group of people does not like to be limited in their choices and they want to be able to find something that they will enjoy.
Tim Hortons restaurants have a wide variety of menu items to choose from. What this also means is that there is something for everyone, which makes it a great place to go with a group of people.
Also, people who like many options on the menu are likely to be frequent customers because they will never get bored with the food. They can always find something new to try, which keeps them coming back.
#9. People looking for a meal on-the-go
When someone’s in a hurry and is looking for a quick meal, they often turn to fast food options. However, there are times when people want something that’s a little bit better than fast food but is still quick and easy to grab on the go.
This is where Tim Hortons comes in. The burgers are made fresh and they are a step up from fast food options. So with Tim Hortons people in a rush can have the best of both worlds – a quick and easy meal that is also delicious.
This segment of the Tim Hortons target market looks for convenience without sacrificing quality and they are willing to pay a little bit for it.
#10. Office workers looking for a quick bite
When someone at work needs to grab a quick lunch or snack, they often turn to the vending machine or the office cafeteria. But sometimes these options are not very appealing and people crave something better.
Tim Hortons is a great option for office workers who are looking for a quick bite. The burgers are fresh and delicious, and they can be ordered to go so there’s no need to wait around.
So a Tim Hortons that is close to an office building is likely to get a lot of business from people who are looking for a quick and easy meal. To attract this market, Tim Hortons competes not just with other fast-food and fast-casual like Panera Bread, Pret a Manger and Chipotle.
Conclusion
The Tim Hortons target market includes people who both love burgers and fries and similar type of food and specifically love the food at Tim Hortons.
People who are looking for a quick and easy meal also find themselves going to a Tim Hortons if it’s convenient. Another point of attraction is the quality of service.
Parents looking for a place to take kids to eat also like Tim Hortons for the many options that it has that kids tend to love without complaining a lot. Likewise, people who like the broad menu options also find Tim Hortons a good place to eat.
For many, quick service is a vital point of differentiation between restaurants, and this segment of the the Tim Hortons target market appreciates the quality and speed of service that they get there.
When looking for a place to meet friends, hang out, and get a quick bite, people often just meet up at a Tim Hortons restaurant. They can be sure to get an affordable and tasty meal – a perfect option between fast food and casual dining.
Finally, people who want to grab a quick bite on the go, which can include office workers, also appreciate Tim Hortons for their great balance between price, quality and convenience.
