Feb 15, 2022 - Economy & Business
Tim Hortons sales up 10% following collab with Justin Bieber
- Hope King, author of Axios Closer
Justin Bieber appears onstage in February 2020 in New York City. Photo: Cindy Ord/Getty Images for MTV
Justin Bieber lifted beleaguered sales at Tim Hortons almost instantaneously.
Catch up quick: The Canadian-born entertainer collaborated with the Canadian restaurant chain for a limited run of donut holes in November.
- The company reported earnings today that showed just how much it needed that Bieber boost.
By the numbers: Sales grew 10.3% at locations at least a year old during the last three months of the year.
- The same period in 2020 saw sales fall 11%, CNN first noted.
What they’re saying: “I’m a Belieber,” José Cil, CEO of Tim Hortons’ parent company RBI, told investors Tuesday.
Go deeper: Fast food's celebrity strategy is working