On its surface, the deal struck by Tim Hortons and Burger King to merge into a larger quick-serve restaurant giant seems like an exciting move for both fast food brands.
The Canadian chain would theoretically get a partner with access to the U.S. and a worldwide market. Burger King would be linked to a rising coffee chain. What’s not to like?
However, many branding experts say they’re scratching their heads over the deal. Tims and Burger King may both be stars in the North American QSR firmament, but they are far from complimentary brands. They’re so incongruous that it’s hard for some to see how they could help each other.
“It is simply a bad fit from a co-branding perspective,” says Robert Levy, president of research and branding firm BrandSpark International. “The deal is being touted as offering an avenue for Tim Hortons to move beyond Canada’s borders and for Burger King to benefit from the ‘halo effect’ of the goodwill behind the Tim Hortons brand, especially the coffee…. (But) quite frankly the Tim Hortons brand cannot help Burger King outside of Canada as it is simply an unknown entity.”
The problem, says Levy, is that Tims is perceived as a quality vendor with a strong identity, rated as #1 in the QSR area in Canada. Burger King is well behind in the ranking, having not kept up with recent trends in burgers around larger patties and higher-quality ingredients.
“Co-branding can be great when both brands are strong,” says Levy, saying that the partnership with Harvey’s and Swiss Chalet worked for that reason.
According to Carolyn Ray, managing director of Interbrand Canada, Tims’ linking up with an American fast-food behemoth may present an authenticity challenge for the beloved Canadian donut shop. She says Tims’ hard-won brand authenticity — defined as having a heritage and well-grounded values — comes from its Canadian-ness and its community and hockey roots.
“As Tim Horton’s looks to global expansion, it needs to maintain its ‘uniquely Canadian’ brand,” she says. “It will need to protect the integrity and heritage of the brand, which is how it creates a repeatable, appealing and consistent customer experience across all its locations.”
Graham Robertson, president of Beloved Brands, believes that Tims has made a poor choice for an international partner. Burger King hasn’t had a clear, easily recognizable brand mascot or slogan in years.
“If you think about Burger King, they’ve been confused,” he says. “Is it ‘Have it your way?’ Is it ‘King-sized?’ What is it?” The only way the match could work, he says, is if consumers gradually forget the two restaurants are owned by the same company.
“I sure hope they don’t cross-pollinate the brands,” he says. “If we start seeing Tims coffee at Burger King, that’s a mistake.”
