TORONTO – Tim Hortons is expanding its menu with the national launch of flatbread pizzas, aiming to attract customers beyond its stronghold of breakfast offerings.
The decision to introduce flatbread pizzas came after years of experimentation and meticulous planning by Tim Hortons executives and chefs. They conducted extensive taste tests to ensure that the pizzas would appeal to a wide range of customers, from the youngest to the oldest.
According to Tim Hortons’ chief marketing officer, Hope Bagozzi, the company identified an opportunity to increase foot traffic during the afternoon and evening hours, where it currently has single-digit market share. With pizza being a popular choice for meals outside of breakfast, Tim Hortons saw an opportunity to tap into this market.
The launch of flatbread pizzas follows a two-year pilot program in select markets, during which Tim Hortons tested various recipes and gathered valuable feedback from customers. The menu will feature cheese, pepperoni, “bacon everything,” and chicken Parmesan varieties.
Axel Schwan, Tim Hortons’ president, sees the introduction of flatbread pizzas as part of the company’s broader strategy to expand its menu offerings and attract new customers. Previous enhancements to its breakfast menu, such as fresh eggs and redesigned coffee cup lids, laid the groundwork for this expansion.
To overcome logistical challenges, such as limited space in its kitchens, Tim Hortons will ship flatbread bases to its stores and equip sandwich stations with toppings and sauces for made-to-order pizzas.
While the Canadian market for pizza is competitive, Tim Hortons believes it has an advantage due to its widespread presence and established routines among customers. Whether it’s lunch, dinner, or weekend meals, Tim Hortons aims to position itself as a convenient and reliable option for customers seeking flatbread pizzas.
With this strategic move, Tim Hortons hopes to capture a larger share of the fast-food market and establish itself as a go-to destination for meals throughout the day.