TH International (Tims China) has forged a partnership with ride-hailing company DiDi Chuxing as part of a brand building campaign.
Tims China is the operator of Tim Hortons coffee shops and Popeyes restaurants in the country.
Go deeper with GlobalData
The collaboration aims to enhance brand visibility for Tims China brand through cross-brand and cross-channel marketing initiatives, leveraging DiDi’s customer base.
The company noted that DiDi app users received the chance to earn points towards a free Tims bagel or coffee for each ride they booked between 27 November and 10 December 2023.
Additionally, Tims China provided a co-branded sticker and cup sleeve to customers who purchased from its Orange Aroma series.
The company also set up DiDi-themed stores in major Chinese cities, including Guangzhou, Wuhan, Beijing, Shanghai, and Chengdu.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataIt gained 20,000 new loyalty club members and made 1.7m yuan in additional sales due to the campaign.
The campaign also received attention on China’s social media platform Xiaohongshu, with more than 11 million views.
By combining the reach of DiDi’s transportation services with Tims China’s network of more than 800 stores, the partnership is said to have extended the customer base for both brands.
Tims China CEO Yongchen Lu said: “We are excited to be reaching new customers amongst Didi’s large ridership.
“Our collaboration with DiDi Chuxing, a world leader in transportation services, is a great example of cross-channel promotion that builds our loyal customer base, which currently includes at over 18 million programme members and is growing every day.”
DiDi provides a range of app-based services, including ride-hailing, taxi services, designated driving, and other shared mobility solutions across Asia Pacific, Latin America, and more.
Earlier this year, Tims China announced the opening of its 700th coffee shop in the country.
