Tales from Under the Rim: The Marketing of Tim Hortons

Robert W. Sexty is a professor of commerce and business administration
at Memorial University of Newfoundland and the author of Canadian
Business: Issues and Stakeholders.

Ron Buist, whose advertising successes include the True Story TV
commercials and the famous “Roll up the Rim to Win” promotional
scheme, has written an account of his 24-year career as marketing
director of the Tim Hortons donut and coffee business.

The book, which is supplemented by photographs and newspaper cartoons,
begins with details of the author’s background and the founders of Tim
Hortons, followed by a sketchy account of the company’s growth. The
brief description of the franchisees and their contribution to the
company’s success provides little insight into the franchise concept
that is so key to the operations of this type of business. Buist’s
contributions to the advertising and promotion receive more attention.
The concluding chapter, “Summarizing Success,” gives 12 too briefly
described reasons for Tim Hortons’ success (e.g., fairness, thinking
outside the box, selling finger food, pleasing the customer, being
first).

Tales from Under the Rim is not a comprehensive corporate history, but
rather a business memoir that is limited by the author’s narrow
perspective and focus on marketing. Tim Hortons is a Canadian business
success story that deserves a well-researched history. It has yet to be
written.