Buist - Tales from under the rim: the marketing of Tim Hortons

Accolades for Tales from Under the Rim

The perfect business gift... Like its subject, it is comfortable, friendly, and a predominantly pleasant experience Christmas morning or any other time.

Financial Post

The books subtitle is bang on. Tim Hortons is many things to this country, but its above all else a triumph of marketing.... Buists version of the rise of Tims holds a lot of common sense lessons that Canadian marketers of all stripes and sizes would do well to commit to memory.

Marketing Magazine

The mother of invention... A name that is on the lips of most Canadians though they dont even know it. Along with other brilliant Canadians whove enriched our lives with light bulbs and TV, we raise a cup to you.

The Toronto Sun

A celebration of the results of marketing at its best.

The Fredericton Daily Gleaner

Buists Tales from Under the Rim: The Marketing of Tim Hortons really does reveal the truth behind Tim Hortons success. That is, there is no mystery.

The Halifax Chronicle Herald

The perfect coffee-table book a book about coffee.

The Edmonton Sunday Sun

Enlightening peeks into the building of a business empire.

The Canadian Press

A readable and colourful account of the marketing successes that kept Tim Hortons in the forefront of the public mind... an interesting and accessible text for students of marketing.

British Journal of Canadian Studies

Accolades for RON BUIST presentations

We were extremely pleased with Ron Buist. The pure entertainment of the Tims story plus his own style, his common sense approach to marketing, and the fact that he tailored his remarks to us was the perfect kickoff to the day.

Yellow Pages Group

Fantastic, a superb presenter. Very informative, well delivered.

Canadian Marketing Association

Ron was great. He is a wonderful speaker, has a great story and he makes it very interesting and humourous.

Saskatchewan Institute of Applied Science and Technology

RON BUIST

Copyright 2003, 2011 by Ron Buist

All rights reserved. No part of this work may be reproduced or used in any form or by any means, electronic or mechanical, including photocopying, recording, or any retrieval system, without the prior written permission of the publisher or a licence from the Canadian Copyright Licensing Agency (Access Copyright). To contact Access Copyright, visit www.accesscopyright.ca or call 1-800-893-5777.

Edited by Susan Renouf and Laurel Boone.

Cover image by Peter Tym.

Cover design by Kevin Buist and Paul Vienneau.

Book design by Paul Vienneau.

Photographs appearing on pages 28, 38, 42, 68, 72, 184, 186, 188, 190, and 194 have been reproduced with the permission of the TDL Group Corp. / Tim Hortons (TDL). Photographs on pages 36, 50, 78, 86, 92, 130, 142, 148, 158, 164, 172, 176, 178, and 204 are by Ron Buist (RB).

Printed in Canada.

10 9 8 7 6 5 4 3 2 1

Library and Archives Canada Cataloguing in Publication

Buist, Ron, 1939

Tales from under the rim: the marketing of Tim Hortons / Ron Buist.

Includes index.

Issued also in EPUB format.

ISBN 978-0-86492-660-9

1. Tim Hortons (Firm). 2. Buist, Ron, 1939-. 3. Marketing executives Canada Biography. 4. Restaurants Marketing. I. Title.

TX945.5.T54B84 2011 338.7616479571 C2011-901956-6

Goose Lane acknowledges the financial support of the Canada Council for the Arts, the government of Canada through the Canada Book Fund (CBF), and the government of New Brunswick through the Department of Wellness, Culture and Sport.

Contents and opinions in this book are those of the author, and not those of the TDL Group Corp. / Tim Hortons.

For speaking engagements, contact the National Speakers Bureau at 1-800-661-4110 or Speakers Spotlight at 1-800-333-4453.

Goose Lane Editions

Suite 330, 500 Beaverbrook Court

Fredericton, New Brunswick

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www.gooselane.com

This book is dedicated to Tim Hortons customers,

who made Tim Hortons their own.

WRITING A BOOK OF THIS NATURE involves a lot of help from so many. In over two years of putting this book together, all of the following people became part of my story. Through recollections, phone conversations, and personal interviews, they all have helped to make this book a reality, thereby helping me preserve one of Canadas greatest business success stories. Most of these people are mentioned in the following chapters, with their proper titles and experiences. All are important, and if any are not mentioned directly, its because they supplied some of the background material and gave personal assistance.

With the exception of Ron Joyce, I have listed everyone alphabetically. Without Ron, there would be no Tim Hortons story.

The following members of the Tim Hortons executive gave of their time, their thoughts, or, through my recollections, their strong desire to make Tim Hortons such a success: Paul House, Patti Jameson, Alf Lane, Bill Moir, Don Schroeder, and Henry Svazas.

Store owners, past and present TDL staff, family members of the company they are all to be thanked for their help or through their remembered contributions over the years: Michele Allison, Sharon Cook, Eldon Fawcett, Fred Falconer, Ron Fitchett, Jim Flemming, Len Graham, Linda Grieve, Stan Hare, John Hoey, Art and Joan Jenkins, Grace Joyce, Jeri-Lynn Horton Joyce, Bud Kennish, Bruce Leckie, John Lynn, the Mattatalls Ed, Florence, Miles, Chris and Ryan; Peter Moffat, DArcy and Barbara Murphy, Gary and Mary ONeill, Graham Oliver, Kerri Lynn McArthur, Kathie McPhee, George McGlinchey, Paul Preuss, Wesley Rafuse, Sandy and Bev Shearer, Alec and Wilma Strom, and Gary and Karen Wilson.

And in memory of Tim and Lori Horton and Willard (Bill) Joyce.

It takes more than those employed directly with the company to make it work. I want to thank the following people, whose specific contributions, both big and small, either to my personal career or directly to Hortons, are part of this book: the Blacks Eddie, Bill, Bob, Barry, and Bruce; Terri Black, Spencer Brown, Michael Cerny, Bill Cluff, Jim Charade, Trevor Collier, Dennis Griggs, Jeannine Hillier, Bill Huntley, Barry (B.J.) Jones, Jack Kuper, Donna Lloyd, Natalie MacMaster, Darcy Maloney, Angelo Mosca, Don MacKay, Donna McPhail, Barry McSween, Joanne Stewart, Pat Quinn, David Wallen, Casey Weilhower, and Roger Wilson. I am especially grateful to Barry Van Horn, who always emphasized staying focused on the desired result. Just write the book, Ron, write the damn book, he would say, and I did. Thanks, Barry.

Two companies deserve special mention for their behind the scenes support. An article in Marketing Magazine first got me interested in Hortons, and when this book was going together, Jim McElguinn, formerly with Marketing Magazine, responded again and again to my phone calls for historical clarification; as well, Marketing Magazine reported on my book venture. When I needed help with a specially designed hot drink cup to promote this book, Mary Legge, Jason Monck, and Don Bell of Conference Cup came through, as they always do with Hortons cups, on time and magnificently.

I am most grateful to my publisher, Susanne Alexander, of Goose Lane Editions, for believing in my book and giving me the opportunity to share my memories. I owe special thanks to Susan Renouf, my initial editor, who performed literary surgery on my manuscript and added her advice and suggestions while exercising a heavy-duty blue pencil. Laurel Boone, Editorial Director of Goose Lane Editions, used her expertise to make my manuscript into a book, and Paul Vienneau worked diligently on the interior and exterior design of the book.