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Tim Hortons SWOT Analysis

Published by MBA Skool Team in Food & Beverages category Last Updated: June 02, 2023Read time:

Here is a detailed SWOT analysis of Tim Hortons covering strengths, weaknesses, opportunities and threats.

Tim Hortons Strengths

  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

Above are the strengths in the SWOT Analysis of Tim Hortons. The strengths of Tim Hortons looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Tim Hortons Weaknesses

  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

These were the weaknesses in the Tim Hortons SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Tim Hortons Opportunities

  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

Above we covered the opportunities in Tim Hortons SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Tim Hortons Threats

  1. Growing Health conscious segment
  2. Presence of strong competitors in this segment
  3. Increasing competition and higher costs of raw materials

The threats in the SWOT Analysis of Tim Hortons are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Tim Hortons SWOT analysis.

About Tim Hortons

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Tim Hortons Overview
Parent Company

Tim Hortons




Food & Beverages

Tagline/ Slogan

It's Time for Tims


Its known for its coffee and doughnuts

Tim Hortons STP

Food & beverage restaurants

Target Market

Children and Youth from middle and upper middle class


To serve customers delicious items at an amazing value

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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