In a surprising twist from its usual lineup of coffee and doughnuts, Tim Hortons has ventured into the realm of pizzas with the introduction of their new flatbread pizzas. The question on everyone’s lips: “Why did they do it?” Let’s dive into the flavours and business motivations behind this unexpected menu expansion.
What is Tim Hortons Flatbread Pizza?
Tim Hortons has rolled out a new range of flatbread pizzas, available in four enticing flavours: Bacon Everything, Chicken Parmesan, Pepperoni, and Simply Cheese. These aren’t your ordinary pizzas; they’re crafted on a roasted garlic flatbread base, akin to garlic naan, which promises a mouth-watering aroma and a distinct taste. The bases vary slightly, with three of the four pizzas featuring a traditional vine-ripened tomato sauce, while one boasts a herb and garlic cream cheese foundation.
How Does it Taste?
The uniformity in bread across all variants ensures a consistent texture, but each flavour offers its own unique topping combinations to cater to different palates. Whether it’s the savoury depth of the Bacon Everything or the classic simplicity of the Simply Cheese, there’s a flavour to suit everyone’s tastes.
The Business Behind the Pizza
The introduction of flatbread pizza at Tim Hortons is more than just an expansion of their menu; it’s a strategic move aimed at boosting the chain’s presence beyond the breakfast rush. Despite its stronghold in the morning, Tim Hortons, under the umbrella of Restaurant Brands International Inc., has identified a significant opportunity to tap into the afternoon and evening dining segments.
In their Toronto test kitchen, executives and chefs, including Chief Marketing Officer Hope Bagozzi and Tim Hortons President Axel Schwan, discussed their long-term strategy. They recognized the need to diversify their offerings to increase store traffic throughout the day, especially given the operational capacity that exists beyond morning hours. By targeting a “white space” in their menu, Tim Hortons began by introducing wraps and bowls, eventually paving the way for the flatbread pizza.
The decision to add pizza to the menu wasn’t made overnight. It followed an extensive two-year pilot in cities like Winnipeg, Calgary, and Mississauga, Ontario, one of Tim Hortons’ longest test phases. This careful consideration ensured that the final product would meet the tastes and expectations of a broad customer base, from the young to the old, without disrupting the fast-paced environment of their outlets.
Why Pizza and Why Now?
With pizza being named as one of the country’s most ordered items, it’s clear why Tim Hortons decided to venture into this crowded market. The timing aligns with their sixtieth anniversary, marking a momentous occasion with a bold new offering. The choice of flatbread pizza also aligns with contemporary dining trends favouring quick, customizable, and family-friendly dining options.
Moreover, leveraging their extensive network of locations, Tim Hortons is uniquely positioned to make their flatbread pizza a convenient choice for Canadians nationwide, whether for a quick lunch, a family dinner, or a weekend treat.
Tim Hortons’ foray into the pizza market with their flatbread pizzas is a calculated effort to attract more customers throughout the day and diversify their menu with options that appeal to a wider audience. Only time will tell if this strategic move will solidify their position not just as a coffee giant, but also as a major player in the fast-food industry.
