This Thanksgiving, Tims China Spreads Warmth with Pay-It-Forward “Timsgiving” Campaign
Tims China launched its first-ever 'Timsgiving' pay-it-forward campaign across all stores from November 26-28, 2024. The initiative began by offering the first customer at each location a free beverage from the Double Series, encouraging them to purchase coffee for the next customer. The campaign resulted in 1,500 participants creating chains of kindness, with the longest reaching 30 customers in a row. Additionally, three Timsgiving-themed stores offered up to 100 free drinks daily to loyalty club members. The campaign generated significant social media engagement, with customers sharing their experiences on platforms like Xiaohongshu.
Tims China ha lanciato la sua prima campagna 'Timsgiving' pay-it-forward in tutti i suoi negozi dal 26 al 28 novembre 2024. L'iniziativa è iniziata offrendo al primo cliente di ogni punto vendita una bevanda gratuita della Double Series, incoraggiandoli ad acquistare un caffè per il cliente successivo. La campagna ha visto la partecipazione di 1.500 persone che hanno creato catene di gentilezza, con la più lunga che ha coinvolto 30 clienti di fila. Inoltre, tre negozi a tema Timsgiving hanno offerto fino a 100 bevande gratuite al giorno ai membri del club fedeltà. La campagna ha generato un notevole coinvolgimento sui social media, con i clienti che hanno condiviso le loro esperienze su piattaforme come Xiaohongshu.
Tims China lanzó su primera campaña 'Timsgiving' pay-it-forward en todas las tiendas del 26 al 28 de noviembre de 2024. La iniciativa comenzó ofreciendo al primer cliente de cada ubicación una bebida gratuita de la Double Series, animándolos a comprar café para el siguiente cliente. La campaña resultó en 1,500 participantes creando cadenas de amabilidad, siendo la más larga de 30 clientes consecutivos. Además, tres tiendas con tema de Timsgiving ofrecieron hasta 100 bebidas gratuitas diarias a los miembros del club de lealtad. La campaña generó un importante compromiso en redes sociales, con clientes compartiendo sus experiencias en plataformas como Xiaohongshu.
팀스 차이나는 2024년 11월 26일부터 28일까지 모든 매장에서 처음으로 '팀스기빙' 페이잇포워드 캠페인을 시작했습니다. 이 이니셔티브는 각 장소의 첫 번째 고객에게 더블 시리즈에서 무료 음료를 제공하는 것부터 시작해 다음 고객을 위해 커피를 구매하도록 유도했습니다. 이 캠페인은 1,500명의 참가자가 참여하여 가장 긴 연속으로 30명의 고객을 연결하는 친절의 사슬을 만들었습니다. 또한, 팀스기빙 테마의 세 개 매장이 로열티 클럽 회원에게 매일 최대 100개의 무료 음료를 제공했습니다. 이 캠페인은 고객들이 샤오홍수(Xiaohongshu)와 같은 플랫폼에서 경험을 공유하면서 소셜 미디어에서 큰 반향을 일으켰습니다.
Tims China a lancé sa première campagne 'Timsgiving' pay-it-forward dans tous ses magasins du 26 au 28 novembre 2024. L'initiative a débuté en offrant la première boisson gratuite de la Double Series au premier client de chaque emplacement, les encourageant à acheter un café pour le client suivant. La campagne a abouti à 1 500 participants créant des chaînes de bonté, la plus longue atteignant 30 clients d'affilée. De plus, trois magasins à thème Timsgiving ont offert jusqu'à 100 boissons gratuites par jour aux membres du club de fidélité. La campagne a généré un engagement significatif sur les réseaux sociaux, les clients partageant leurs expériences sur des plateformes telles que Xiaohongshu.
Tims China startete seine erste 'Timsgiving' pay-it-forward Kampagne in allen Filialen vom 26. bis 28. November 2024. Die Initiative begann damit, dem ersten Kunden an jedem Standort ein kostenloses Getränk aus der Double Series anzubieten und sie zu ermutigen, Kaffee für den nächsten Kunden zu kaufen. Die Kampagne verzeichnete 1.500 Teilnehmer, die Freundlichkeitsketten bildeten, wobei die längste 30 Kunden hintereinander umfasste. Darüber hinaus boten drei Timsgiving-themed Filialen bis zu 100 kostenlose Getränke pro Tag für Mitglieder des Loyalitätsclubs an. Die Kampagne ergab ein erhebliches Engagement in sozialen Medien, wobei Kunden ihre Erfahrungen auf Plattformen wie Xiaohongshu teilten.
- Campaign engaged 1,500 participants across stores nationwide
- Successfully implemented loyalty program integration at themed stores
- Generated positive social media engagement and customer testimonials
- None.
Insights
This marketing campaign, while heartwarming, has minimal financial impact on Tims China's business performance. The promotion involved giving away approximately 300 free beverages across three stores plus initiating pay-it-forward chains that reached about 1,500 customers total. The scale is too small to meaningfully impact revenue or market share in China's competitive coffee market.
While the campaign generated some social media buzz and positive brand sentiment, particularly on Xiaohongshu, the engagement metrics and store participation numbers suggest this was primarily a brand-building exercise rather than a significant business driver. The promotion's scope and duration (November 26-28) indicate minimal material impact on quarterly results.
SHANGHAI, Dec. 02, 2024 (GLOBE NEWSWIRE) -- Over the past week, Tims China’s coffee shops across the country have been filled with the spirit of gratitude and celebration, spurred on by the inaugural “Timsgiving” campaign.
“Sharing kindness and paying it forward in our communities is a Tim Hortons tradition. This Thanksgiving, we were thrilled to introduce the ‘Timsgiving’ pay-it-forward campaign in China, encouraging our guests to enjoy and share a free coffee,” said Yongchen Lu, CEO of Tims China. “In the end, we saw 1,500 people forward coffee from one customer to the next with the longest chains being 30 customers in a row. We hope this initiative brought about many heartwarming moments and inspired others to spread warmth and goodwill.”
In one heartwarming example at a Tims store at Central China Normal University, a college student placing an order was told about the Timsgiving pay-it-forward campaign, which offered her a free latte with the option to buy a coffee for the next guest. Delighted, she chose to pass on the gesture. While doing her coursework in the store, she watched as one customer after another chose to pay it forward. By the time she left, the chain was still going strong.
The student later shared her experience on social media platform Xiaohongshu, writing: “Every person I met today at Tims was so kind. I hope everyone can feel the warmth of a stranger’s kindness this winter.”
(Customers participating in the Timsgiving campaign)
The campaign also inspired many customers to share their experiences online. Some messages included:
- “I left a Red Tea Latte for you at Tims, hoping your day will be as lucky as today, wishing you courage, strength, and a wonderful Thanksgiving.”
- “I wrote ‘Remember to be happy’ on the cup for the next guest, hoping it makes their day.”
- “One small act of kindness can warm so many hearts. It’s amazing that strangers are willing to do this for the next person without knowing who they are.”
- “Giving kindness is like sharing a rose—the fragrance lingers in your hand. I wish the next stranger all the best.”
While pay-it-forward has been a cherished tradition at Tim Hortons in Canada, this was its debut at Tims China. From November 26 to November 28, Tims China launched the campaign across all its stores, offering the first customer at each location a free beverage from the Double Series. These guests were encouraged to pay it forward by purchasing a coffee for the next customer, creating an ongoing ripple of goodwill.
In addition to the nationwide campaign, three specially designated Timsgiving-themed stores hosted a complementary activity. Customers who showed their Tims loyalty club membership code at these stores received a free beverage from the Double Series. Each store distributed up to 100 free drinks daily, available on a first-come, first-served basis during the event period.
The “Timsgiving” campaign brought the spirit of Thanksgiving to Tims stores across the country, from Harbin in the north to Haikou in the south. Thousands of customers took part, continuing the chain of kindness and spreading warmth throughout the season.
ABOUT TH INTERNATIONAL LIMITED
TH International Limited (Nasdaq: THCH) (“Tims China”) is the parent company of the exclusive master franchisee of Tim Hortons coffee shops in mainland China, Hong Kong, and Macau. Tims China was founded by Cartesian Capital Group and Tim Hortons Restaurants International, a subsidiary of Restaurant Brands International (TSX: QSR) (NYSE: QSR).
The company’s philosophy is rooted in world-class execution and data-driven decision making and centered around true local relevance, continuous innovation, genuine community, and absolute convenience. For more information, please visit https://www.timschina.com.
Contacts
Investor Relations
IR@timschina.com or Gemma.Bakx@cartesiangroup.com
Public Relations
patty.yu@timschina.com
Follow @TimHortonsChina
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/8cebbeef-7c25-4718-875c-c30b64270c6c
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