Tim Hortons is Canada’s largest quick-service restaurant franchise, and an intrinsic part of Canadian culture. And while it continues to expand, the competition is aggressively vying for a share of the market. The idea was to bring Tims back to its roots, and remind Canadians that it offers something other quick-service restaurants simply can’t – a sense of neighbourhood. Not only can you find a Tims in practically every single neighbourhood, for some, it wouldn’t be a neighbourhood without one. It’s their home away from home; more than a ritual, it’s an embedded part of their lives.
The team wanted to remind Canadians that Tim Hortons does more than serve coffee – it’s a part of the neighbourhood. The objective was to spark a conversation about the brand to generate positive PR, as well as keep Tim Hortons top of mind.
To show that the QSR is truly a part of the neighbourhood it serves, it moved right in. Overnight, a regular house was transformed into a fully functioning restaurant to the surprise of a neighbourhood in southwest Calgary. Guests could stop in for a coffee and a donut while making themselves right at home. It was an entirely new store format, featuring elements of a Tim Hortons restaurant, such as the iconic neon sign out front, mixed in with elements you would find in a home.
Every part of this pop-up was about connecting with the neighbours. Personalized invitations were dropped off at nearby houses. Tim Hortons team members helped neighbours with their chores for the day, and the featured donut, The Next Door-nut, reinforced this message.
Small tent cards with the hashtag #TimsNextDoor around the house encouraged guests to share on Facebook, Twitter and Instagram, opening the experience to Tims fans across the country.
The pop-up was open for six hours and executed within the budget of less than $80,000. It garnered 78 million earned media impressions with $0 spent on media to drive people to the pop-up. The execution also netted 12 million earned social media impressions, while #TimsNextDoor became a trending hashtag in Canada. The pop-up saw more than 500 visitors, but its reach expanded across the country with more than 200 news stories.