Tim Hortons has launched a new venture into the fast-food industry by introducing flatbread pizza across Canada, aiming to bolster its presence in the country’s rapidly expanding later-day dining market. This move comes after a two-year pilot project in selected cities, with the rollout featuring four varieties of personal-sized pizzas priced under $8.
The national rollout was accompanied by a media campaign following a soft launch period, signaling Tim Hortons’ major investment for the year, according to Hope Bagozzi, the chain’s Chief Marketing Officer. This initiative is part of a broader strategy to capture a greater share of the “P.M. daypart,” a segment of the market that has been traditionally weak for the coffee and donut giant but is growing quickly.
Food economist Mike von Massow from the University of Guelph sees this as a common trend among quick-service restaurants, noting similar strategic shifts in the industry, such as McDonald’s expansion into breakfast decades ago. However, von Massow and other experts caution that Tim Hortons’ path may not be smooth, citing challenges such as the brand’s strong association with coffee and donuts and the technical difficulties of integrating new products into the fast-food workflow.
Unlike McDonald’s failed attempt in the 1990s to introduce pizza—which struggled due to long cooking times and unfamiliar flavors—Tim Hortons has leveraged modern cooking technology. Their high-speed convection ovens can bake flatbreads in under 90 seconds, ensuring that the addition of pizza does not compromise service speed.
The flatbread pizza is part of Tim Hortons’ effort to diversify its menu following a back-to-basics strategy initiated in 2020, which aimed to first solidify its core offerings. With improvements in these areas, the company has shifted focus to expanding into new food categories in response to changing consumer tastes.
While the pizza market is highly competitive, requiring high-quality offerings to stand out, Tim Hortons’ venture into flatbread pizza represents a strategic move to leverage its reputation in baked goods and adapt to the evolving market. This move also tests the flexibility of its iconic brand identity beyond its traditional staples.
As Tim Hortons navigates this expansion, the outcomes of this strategy will illustrate the potential for traditional brands to adapt and thrive in new market segments, balancing innovation with core brand values.