Tales from Under the Rim: The Marketing of Tim Hortons

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9780864926609: Tales from Under the Rim: The Marketing of Tim Hortons
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A National Bestseller. Now available in paperback.

"On a Rrrroll! You may not be familiar with Ron Buist, but you know his handiwork." — The Ottawa Citizen.

Tales from Under the Rim is a behind-the-scenes look at a simple business that became a Canadian icon. Tales from Under the Rim chronicles the rise of Tim Hortons, from its humble beginnings to a national institution. The recipe was simple: it took "one hockey player, one favourite barber shop, one former drummer, and one police officer" plus "the luck hard work brings" to transform a once unknown donut shop into one of Canada's leading franchise operations.

In this bestselling business memoir, Ron Buist shows how Tim Hortons became a second home to millions of Canadians. It includes the grass-roots marketing strategy that defined the early years, the Tim Hortons habit of listening to customers, and the whole story of Roll Up the Rim to Win, the no-frills contest that has become a defining feature of Canadian life.

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From the Inside Flap:

Tales from Under the Rim chronicles the rise of Tim Hortons, from its humble beginnings to a national institution. The recipe was simple: it took "one hockey player, one favourite barber shop, one former drummer, and one police officer" plus "the luck hard work brings" to transform a once unknown donut shop into one of Canada's leading franchise operations.

In this bestselling business memoir, Ron Buist shows how Tim Hortons became a second home to millions of Canadians. It includes the grass-roots marketing strategy that defined the early years, the Tim Hortons habit of listening to customers, and the whole story of Roll Up the Rim to Win, the no-frills contest that has become a defining feature of Canadian life.

About the Author:

Ron Buist joined Tim Hortons in 1977 and embarked on a 24-year journey of creative genius and marketing success. Although he retired in 2001, his influence can still be felt in many aspects of the Tim Hortons marketing campaigns. As the company's long-term director of marketing, he designed and developed the campaigns that helped drive Tim Hortons to its position as industry leader. An avid believer in the influence of television, Buist produced over 100 commercials, including the now famous "True Stories" commercials such as "Lillian," the elderly woman who walks up the steep hills of Lunenburg every morning for her Tim Hortons coffee, and "Coach," who inspires his Timbits hockey players before their big game at the Air Canada Centre in Toronto. Buist also coined slogans, designed the first Tim travel mug (a trademark for the chain), developed print advertising campaigns, and invented the highly successful "Roll Up the Rim to Win" contest. First introduced in 1986, "Roll Up the Rim to Win" is one of the most successful contests of its kind in North America -- so successful that it has since become a part of Canadian cultural history. Ron Buist attended Ryerson Polytechnical Institute (now Ryerson University) where he graduated from the Radio and Television Arts program. He worked in radio and television in Oakville, Ottawa, and Toronto before becoming advertising manager for Black's Camera Stores. There, he was in charge of marketing B

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9780864923653: Tales from Under the Rim: The Marketing of Tim Hortons

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ISBN 10:  0864923651 ISBN 13:  9780864923653
Publisher: Goose Lane Editions, 2003
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