This is not a Tim Hortons coffee.

In fact, the results of our research on their values as consumers tell us that Tim Hortons’ regular customers are after much more than a coffee and something to eat.

The boost they seek is as much for their spirit as for their stomach! These customers are after a recharge experience, a break, so they can better face the challenges in their daily lives; challenges that they find exciting.

Many of us find the pace of change in today's world unsettling and this is even more true of Tim Hortons’ customers. They seek more stability; hence, the anchoring role that brands play in their lives. They want to be able to count on brands remaining immutable and unchanging, because they find that reassuring.

They feel that their lives are spinning out of their control. This leads them to seek comfort experiences that let them momentarily escape and recharge in a safe environment. The Tim Hortons' customer experience seems to meet this need perfectly. It is relaxing, comforting and allows them to recharge.

On the other hand, they are certainly not victims of our era. Much of their stress is self-inflicted. No matter their field of endeavour, they feel that they can transcend their limitations and go further.

Tim Hortons lets them recharge before returning to the action.

Enhance the recharging experience that regular customers have at Tim Hortons, either to increase the loyalty of regular customers (occasional customers are also very similar) or to reach all those with the same kind of needs and who are not yet customers of the chain.

The indices on this table compare regular Tim Hortons customers to the rest of the population and quantify the extent of their variance. At 100, these consumers would be similar to the general population.