Tim Hortons SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 9369

SWOT Analysis of Tim Hortons with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Tim Hortons

Parent Company

Tim Hortons




Food and Beverages

Tagline/ Slogan

It's Time for Tims


Its known for its coffee and doughnuts



Food & beverage restaurants

Target Group

Children and Youth from middle and upper middle class


To serve customers delicious items at an amazing value

SWOT Analysis


1. It is Canada's largest fast food service with over 100,000 employees

2. It had 4,500+ restaurants in Canada, 800 in the United States

3. It was founded in 1964 and has enjoyed a strong brand image

4. Tim Hortons commands majority of the Canadian market for baked goods and holds major of the Canadian coffee market
5. It has been purchased by Burger King in this August 2014 and they now are the third-largest operator of fast food restaurants in the world

6. Nutritional information on most of its menu items is made available by the company in a two-page brochure and is available online

7. Canadian Business magazine has twice named Tim Hortons as the best-managed brand in Canada

8. It also promotes itself through the Tim Horton Children's Foundation


1. It announced closing many stores in the north eastern US due to high competition

2. According to the blog Coffee and Conversation, "Tim Hortons does not sell organic coffee, does not sell Fair trade coffee, and does not disclose the source of its green beans"
3. Does not cater to the health conscious segment


1. Venture into newer markets
2. Introduce more options on its menu

3. The brand can leverage its existing image and increase its popularity through marketing exercises


1. Growing Health conscious segment

2. Presence of strong competitors in this segment

3. Increasing competition and higher costs of raw materials



1. Dunkin' Donuts 
2. Au Bon Pain
3. Krispy Kreme

The table above concludes the Tim Hortons SWOT analysis along with its marketing and brand parameters.


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