Tales from Under the Rim chronicles the rise of Tim Hortons, from its humble beginnings to a national institution. The recipe was simple: it took “one hockey player, one favourite barber shop, one former drummer, and one police officer” plus “the luck hard work brings” to transform a once unknown donut shop into one of Canada’s leading franchise operations.
In this bestselling business memoir, Ron Buist shows how Tim Hortons became a second home to millions of Canadians. It includes the grass-roots marketing strategy that defined the early years, the Tim Hortons habit of listening to customers, and the whole story of Roll Up the Rim to Win, the no-frills contest that has become a defining feature of Canadian life.
“The perfect business gift … Like its subject, it is comfortable, friendly, and a predominantly pleasant experience — Christmas morning or any other time.”– Financial Post
“The book’s subtitle is bang on. Tim Hortons is many things to this country, but it’s above all else a triumph of marketing …. Buist’s version of the rise of Tims holds a lot of common sense lessons that Canadian marketers of all stripes and sizes would do well to commit to memory.”– Marketing Magazine
“The ‘mother’ of invention… A name that is on the lips of most Canadians — though they don’t even know it. Along with other brilliant Canadians who’ve enriched our lives with light bulbs and TV, we raise a cup to you.”– Toronto Sun
“A celebration of the results of marketing at its best.”– Daily Gleaner
“Buist’s Tales from Under the Rim: The Marketing of Tim Hortons
really does reveal the truth behind Tim Hortons success. That is, there is no mystery.”– Chronicle Herald
“The perfect coffee-table book? — a book about coffee.”– Edmonton Sunday Sun
“Enlightening peeks into the building of a business empire.”– Canadian Press
“A readable and colourful account of the marketing successes that kept Tim Hortons in the forefront of the public mind…an interesting and accessible text for students of marketing.”– British Journal of Canadian Studies