What Makes Tim Hortons Successful?
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Tim Hortons has become iconic in Canada, thus turning into a symbol of Canadian identity and connection with consumers. Except for a diversified menu, some other critical factors contributed to the evolution of the company into the cultural symbol. First and foremost, it is an efficient branding strategy that makes the firm a success story. Initially, Tim Hortons positioned itself as a Canadian icon and over time all consumers began to perceive it as such (Hutchinson, Singh, & Walker, 2012). More than that, Tim Hortons is actively implementing the newest technologies in the promotion. For instance, besides mobile payments, smartphone applications, and QR codes are actively used for fostering a connection with consumers and potentially increasing consumer base (Weatherby, 2016). Finally, it deploys social networks such as Facebook to enhance customer responsiveness, thus becoming even more popular and competitive (“Starbucks, Tim Hortons, Dunkin’ rank top in social media,” 2015).
What Are the Secrets of Starbucks?
Just like Tim Hortons, Starbucks pays significant attention to creating value and consumer engagement, but some critical secrets help it to maintain international leadership and the love of consumers. Except for vast financial resources and efficient marketing strategies, one of its success factors is a global expansion that makes the company powerful. More than that, similar to Tim Hortons, Starbucks is synonymous with a particular lifestyle. Even though it is not a national icon, Starbucks is a global brand that creates a unique experience and connection across different countries as well as its authenticity (Austin & Matos, 2013; Batchelor & Krister, 2012). Finally, the company fosters engagement by launching various campaigns via social networks, such as Race Together, designated to eliminate the problem of racism and discrimination (Logan, 2016).
Austin, C. G., & Matos, G. (2013). Lifestyle brands: The elephant in the room. Advances in Consumer Research, 41(1), 653-655.
Batchelor, B., & Krister, K. (2012). Starbucks: A case study examining power and culture via radical sociodrama. PRism 9(2). Web.
Hutchinson, D., Singh, J., & Walker, K. (2012). An assessment of the early stages of a sustainable business model in the Canadian fast food industry. European Business Review, 24(6), 519-531.
Logan, N. (2016). The Starbucks Race Together Initiative: Analyzing a public relations campaign with critical race theory. Public Relations Inquiry, 5(1), 93-113.
Weatherby, G. (2016). Tim Hortons: A situational analysis. Web.