‘Tim Pepes’ Enough to Save Tim Hortons?

A new partnership between restaurant chain Tim Hortons and pop singer Justin Bieber to create “Tim Biebs” may not be enough to save the struggling business.

• Read also: The former CH is severely underemployed

Customers knocking their noses at the door, long wait times and ordering errors, many fans of Tim Hortons are experiencing more and more disappointments.

“It’s a badly aging channel. We shouldn’t hide it, it’s sad to say, Philip Richard Bertrand, co-founder and partner at Amplio Stratégies, notes in an interview on the program’s affairs.

The expert also noted the acquisition of Tim Hortons by an American company.

“Unfortunately, they decided to sell the company several years ago to an American company that had to invest money to try to breathe new life into Tim Hortons to allow them to go digital and revitalize restaurants, and it didn’t, he regrets.

Mr. Bertrand also asserts that “there is a problem with the business model”.

“When you go to Tim’s hotel you can walk in and sit in, the average age is about 60 and over,” he says.

According to the analyst, the new association with Justin Bieber is an attempt to attract young people to restaurants.

It also gives a success story to the Starbucks coffee chain which, through its mobile app launched in 2011, can now boast a deposit of $1.4 billion for future purchases.

Bertrand believes that to ensure its survival, the Tim Hortons series will have to do more than just partner with celebrities.

“It’s really a top-down transformation that needs to be done because now they’ve slipped on the only banana peel they have. They’ve stopped digitizing, trying to improve, and today no one is going to work there anymore.