Academic journal article British Journal of Canadian Studies

Tales from under the Rim: The Marketing of Tim Hortons

Academic journal article British Journal of Canadian Studies

Tales from under the Rim: The Marketing of Tim Hortons

Article excerpt

Ron Buist, Tales from under the Rim: The Marketing of Tim Hortons (Toronto: University of Toronto Press/Goose Lane Editions, 2003), 218pp. Cloth. $29.95. ISBN 0-8649-2365-1.

It is a reasonable assertion that it is nowadays impossible to visit Canada without noticing Tim Hortons donut - or, if you prefer, doughnut - emporia. The doughnut stores of Ontario, ancestral home of Tim Hortons, have even been immortalised in popular song. To the uninitiated it may not be obvious that there ever was a real Tim Horton: to hockey fans (especially of Toronto Maples Leafs and Buffalo Sabres) Tim Horton was very real indeed. His death in a car crash - in February 1974 - came when he was just 44 and the company he founded was barely a decade old. This very Canadian company, as many do now know, has been owned since 1995 by the us fast-food chain Wendy's.

These are useful underpinnings to 'Tales from Under the Rim', allegedly the first book to cover the remarkable success of the Tim Horton franchise. The author - Ron Buist - joined in 1977 and retired from his post as marketing director in 2001 after a highly successful career devoted to the endless promotion of the Tim Horton brand. Publishers Goose Lane suggest that it is a text that can be used as a case study in marketing and, as such, it fits the bill.

The book is not a dry, definitive history of the company - too many of the key organisational (and ownership/control) issues are skipped over. …

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