SHANGHAI, Dec. 02, 2024 (GLOBE NEWSWIRE) — Over the past week, Tims China coffee shops across the country have been filled with a spirit of gratitude and celebration, fueled by the inaugural Timsgiving campaign.
Sharing kindness and honoring our communities is a Tim Hortons tradition. This Thanksgiving, we are delighted to introduce the ËœTimsgiving’ pay-it-forward campaign in China, encouraging our guests to enjoy and share free coffee, said Yongchen Lu, CEO of Tims China. We ended up seeing 1,500 people pass coffee from one customer to another with the longest chains of 30 customers in a row. We hope that this initiative brought many touching moments and inspired others to spread warmth and goodwill.
In one poignant example at a Tims store at Central China Normal University, a student ordering was told about the Timsgiving pay-it-forward campaign, which offered her a free milk latte with the option to buy a coffee for the next guest. Delighted, she decided to pass on the gesture. While doing her homework at the store, she watched as one customer after another decided to pay in advance. When she left, the chain was still strong.
The student later shared her experience on social media platform Xiaohongshu, writing: Every person I met at Tims today was so kind. I hope everyone can feel the warmth of a stranger’s kindness this winter.
(Customers participating in the Timsgiving campaign)
The campaign also inspired many customers to share their experiences online. Some of the messages included:
- I left you a Red Tea Latte at Tims, hoping your day is as happy as today, wishing you courage, strength and a wonderful Thanksgiving.
- I wrote ËœRemember to be happy’ on the mug for the next guest, hoping it would brighten their day.
- One small act of kindness can warm many hearts. It’s amazing that strangers are willing to do this for another person without knowing who they are.
- Giving kindness is like sharing a rose” the fragrance remains in your hand. I wish the next stranger all the best.
Although pay-it-forward is a cherished tradition at Tim Hortons in Canada, this was its debut at Tims China. From November 26 to November 28, Tims China launched a campaign in all its stores, offering the first customer at each location a free Double Series drink. These guests were encouraged to pay in advance by purchasing coffee for the next customer, creating a continuing wave of goodwill.
In addition to the nationwide campaign, three specially designated Timsgiving-themed stores hosted complementary activities. Customers who showed their Tims Loyalty Club membership code at these stores received a free drink from the Double Series. Each store was giving away up to 100 free drinks per day, available on a first-come, first-served basis during the event period.
The Timsgiving campaign brought the spirit of Thanksgiving to Tims stores across the country, from Harbin in the north to Haikou in the south. Thousands of customers participated, continuing the chain of kindness and spreading warmth throughout the season.
ABOUT THE COMPANY TH INTERNATIONAL LIMITED
TH International Limited (Nasdaq: THCH) (Tims China) is the parent company of the exclusive master franchisee of Tim Hortons coffee shops in mainland China, Hong Kong and Macau. Tims China was founded by Cartesian Capital Group and Tim Hortons Restaurants International, a subsidiary of Restaurant Brands International (TSX: NYSE: ) (NYSE: QSR ).
The company’s philosophy is rooted in world-class execution and data-driven decision-making, and is focused on true local relevance, continuous innovation, true community and absolute convenience. For more information, visit https://www.timschina.com.
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The photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/8cebbeef-7c25-4718-875c-c30b64270c6c
Figure 1
Customers participating in the Timsgiving campaign
Source: TH International Limited
