MARKET go. Combo unit locations, which house both Tim Canadian based, has been committed Hortons and Coldstone creamery, offer guests the to servicing great coffee since 1964. They are convenience of both brands under one roof. known for quality, fresh products, value, exceptional The brand has signed an agreement with the service and community leadership that have Apparel Group, based in Duabi UAE, for the allowed the chain to grow into the largest quick opening of 220 restaurants across the GCC over service restaurant chain in Canada specialising in the next five years. always fresh coffee, baked goods and home-style As of October 2014, Tim Hortons had 4,590 lunches. system wide restaurants, including 3,665 in Canada, Tim Hortons is a relatively new player in the 869 in the United States and 56 in the Gulf UAE but they sell two billion cups of coffee per Cooperation Council. year across the chain. In Canada, nearly eight out of ten cups of coffee poured are purchased ACHIEVEMENTS at Tim Hortons. 2012 - Tim Hortons was awarded the ‘Most Tim Hortons has something for everyone. Admired Marketing Campaign of the Year’ by The brand and their products appeal to every age RetailMe. group. They are fortunate to have a very broad 2012 -Tim Hortons also won the ‘Most Admired demographic appeal, from students to seniors, Retail Launch of the Year’ by RetailMe. Cookies, Sandwiches, flavoured cappuccinos, construction workers to business people, parents 2013 - Tim Hortons was named Most Admired Café Mocha, Yogurt and berries, Cinnamon rolls, on the go with children and everything in between Retailer of the Year: Food Service by RetailMe. breakfast sandwich, etc. - anyone who appreciates friendly service and 2013 - Tim Hortons was awarded the best in 1964 - First restaurant opens in Hamilton, ON, quality food at a good value. “Consumer Friendliness Index : Coffee Shop” by Canada. Tim Hortons opened its first restaurant in Department of Economic Development (DED) of 1974 - is killed in a tragic car accident. Hamilton, Ontario in 1964. It enjoys iconic brand Dubai. 1976 - Introduction of Timbits. status in Canada and a strong, emerging presence 1984 - First restaurant opens in United States. in GCC and in select regional markets in the US. HISTORY 1991 - 500th restaurant opens in Quebec, Canada Tim Hortons restaurants serves its guests through The chain was founded, in 1964, in Hamilton by 1995 - Merges with Wendy’s International Inc. different formats such as the traditional dine-in hockey legend Tim Horton. The first restaurant 1000th restaurant opens in Ontario, Canada. and take out, and convenient drive-thrus, offered only two products - coffee and donuts. The 1996 - Introduction of bagels. which cater to consumers selection of donuts to enjoy was highlighted by two 1998 - Introduction of classic sandwiches. on the original Tim Hortons creations, the Apple 2000 - 2000th restaurant opens in Ontario, Canada. and the Dutchie. 2006 - Tim Hortons completes an initial public These became the most popular donut choices offering, is fully spun-off as a separate company. in the 60s, and remain two of the most popular Opens 3,000th restaurant in New York today. Over the years, the chain has introduced 2011 - Tim Hortons signs a Master License new products to its menu such as Tim bits, Muffins, Agreement with Apparel Group for up to 120

102 carefully roasted to bring out the full, rich flavour and aroma of a dark roast coffee, while ensuring a perfectly smooth finish. Tim Hortons store located, at Number One Towers, Sheikh Zayed Road was blackened out to bring alive the dark roast factor to all its customers visiting the store.

PROMOTION Tim Hortons and Apparel Group use strong marketing strategies to highlight its products through multiple mediums. The brand also engages with its customers through different channels. Tim Hortons has been a part of numerous events including Clay Shooting competition, Dubai Food Festival, Taste of Dubai, IGCF and DSES Bazaar to bring awareness of its products to a larger audience. It recently entered into 4D cinemas as an advertising medium. The brand uses strong media channels such as newspapers, magazines and outdoor promotions like Building Wrap graphic, hoarding, lampposts, banners etc.

BRAND VALUES Tim Hortons strongly believes in delivering superior quality products and services for its customers and communities through leadership, innovation and partnerships. The restaurant chain is known for its freshly brewed coffee and baked food. Its tagline “Always Brewing, Always Baking” rightly explains the brand policy. Tim Hortons trust Apparel Group to ensure the same standards of food safety and quality as their multi-format restaurants in markets in the GCC. are the hot chocolate and flavoured cappuccinos, franchise network has practiced for nearly 50 years. 2014 – Dark Roast coffee was launched in allowing guests to enjoy these great tasting Canada marking the first time in the company’s products at home. 50-year history that an alternate blend is available in-restaurant in addition to Tim Hortons iconic RECENT DEVELOPMENTS Original premium blend. Tim Hortons launched its new Dark Roast blend 2014 - Tim Hortons became wholly owned by from the Sky in a Grand ceremony at Skydive Restaurant Brands International, a public company Dubai, packed with music, Road show, a number of trading on the Toronto Stock Exchange and the competitions and activities for guests both young New York Stock Exchange under the symbol QSR. and old, while professional skydivers showcased the Tim Horton initials T & H in the air and doing PRODUCT speed landing. Tim Hortons is dedicated to satisfying the changing “At Tim Hortons, we pride ourselves on serving tastes of guests through continuous product best-in-class coffee and responding to the evolving innovation. As consumer tastes grow, so do the tastes of our guests, and our new Dark Roast blend choices. The current menu spans a broad range of further reaffirms that commitment. The Apparel Group and their restaurant employees categories that appeal to guests throughout the We are confident that the people of GCC will go through a rigorous and continually updated day, such as flavoured cappuccinos, specialty and enjoy this new blend and are inspired to include training programme. They also work closely with steeped teas, home style soups, fresh sandwiches Dark Roast in their daily coffee routine.” Said Apparel and conduct regular consultations and and freshly baked goods including donuts, muffins, Santhosh Unni, Chief Executive officer- F & B assessments at the restaurant level to ensure Tim bagels, cookies, croissants and pastries. Business of the Apparel Group Hortons standards are being met or exceeded. Tim Hortons’ biggest drawing card is its Tim Hortons Dark Roast is a brand new legendary Coffee. To ensure the coffee is always premium blend made from 100% Arabica beans, www.timhortons.com fresh, the chain serves its coffee within twenty sourced from the world’s most renowned coffee minutes of being brewed or it’s not served at all. regions. The new blend offers hints of citrus, The premium blend is also available in cans, as cocoa and earthy tones with a rounded body. It is

Things you didn’t know about Tim Hortons

l Tim Hortons currently celebrates its 51st year anniversary. l In Canada, nearly eight out of ten cups of coffee poured are purchased at Tim Hortons. l In Canada, Tim Hortons command an approximate 42% share of the quick service restaurant traffic.