The Bay’s striped blankets are gone (for now), a Canada Goose parka is too pricey and Purdy’s or Laura Secord chocolates a little too niche for non-Canadians. But a Tim Hortons mug? That might hit the sweet spot — a slice of Canadiana that fits neatly into the globally recognized stereotypes (see: hockey, maple syrup, cold weather), while still offering locals-only nods like “Double-Double” and “Roll Up the Rim.”
Now, coffee giant Tim Hortons is hoping that the same sweet spot will drive traffic to a new brick-and-mortar version of its online merch store, Tim Shop, opening in the lower level of the Toronto Eaton Centre this holiday season. While there’s no exact launch date yet, the pop-up is slated to run from early November through the end of December. This won’t be a place to grab a coffee or a box of Timbits; instead, expect a lineup of Tim Hortons-branded T-shirts, sweatshirts, accessories and reusable drinkware, all priced the same as on the online store.
“We see it as an extension of the brand. We’ve sold drinkware and ornaments (at the restaurants); it’s something that has existed for some time, but we’re investing in it as a bigger part of the brand,” says Hope Bagozzi, Tim Hortons’ chief marketing officer.
Tim Hortons launched its online merch store in 2023, selling not just clothing and mugs, but also pet toys, Halloween accessories and plush collectibles. Bagozzi says the physical shop will give customers a chance to see and try on the products in person. The pop-up has been in the works for over a year and will serve as a test to gauge demand for future locations — or even a permanent store.
According to David Soberman, a marketing professor at the Rotman School of Management and former brand manager for Coors, it’s a smart move. Consumers continue to seek out branded merch — particularly from companies associated with Canada, like Tim Hortons and its earlier collaborations with Justin Bieber.
He notes that companies often use branded merchandise as a marketing tool. The real value isn’t in the sales themselves, but in the exposure that comes when people wear a company’s logo in public.
“We’re in a time now in our country where people are feeling threatened by the U.S. and there’s a big movement to buy Canadian,” says Soberman. “Tim Hortons is very popular; many go at least once a week, and now you have a store from an already popular retailer.”
He adds that, despite ongoing debate about whether Tim Hortons is truly Canadian, given its ownership by the global company Restaurant Brands International, most consumers still view it as a Canadian brand because of its legacy and origin story.
A spokesperson for Tim Hortons confirmed that the merch isn’t made in Canada, but said the company works with a Canadian design team and individual artists, including Toronto-based Avril Wu.
Soberman compares wearing a Tim Hortons shirt to putting on a band tee.
“Merchandise is more than the physical product; branded merchandise has meaning for people,” he says. In Tim Hortons’ case, a customer might not just like the coffee, but also integrates a visit to the cafe as part of their daily routine, which increases the value of the brand for its customers.
“It also has strong associations to Canada, hockey and even curling. You still see people wearing Grateful Dead and Beatles merchandise because it gives them warm feelings. We’re also social creatures, so we like the fact that there’s self-identity and social identity. You put on a Tim Hortons sweatshirt in the morning, and it makes you feel good, but you’re also making a statement about liking coffee and the brand because it’s Canadian.”
