Tim Hortons SlowRoast Sandwich
CHALLENGE: Tim Hortons, Canadaís iconic coffee house, asked CCD to create a promotional hot sandwich to heat up lunch and dinner sales.
METHODOLOGY: Loyal customers told Timís they wanted a new sandwich to have flavorful, high-quality meats and unique breads to compliment the premium ingredients inside. With this information, we overlaid the culinary trend of braised, slow cooked meats and created the SlowRoast Sandwich - tender cuts of slow roasted beef, caramelized onions, sliced fresh tomatoes, and horseradish dressing on a toasted cornmeal-crusted potato bread bun.
CCDís sister company, Wharf Research, then validated consumer interest in the SlowRoast with rounds of qualitative testing among visiting Canadians at San Franciscoís Fishermanís Wharf.
RESULTS: During the winter months, Tim Hortons launched the sandwich as a limited time offer across their entire network of stores. Don Schroder, President/CEO/Director of Tim Hortons, reports that ìthe SlowRoast Sandwich boosted overall lunch sales and experienced significant consumer trial during our promotional period.î
For more on our approach, email Jeff at jcirese@ccdsf.com.
©2009 Center for Culinary Development, CCD