Tim Hortons this week opened its first-ever pop-up store at the Toronto Eaton Centre, with the aim of strengthening its bond with Canadians – especially the younger ones – and enhancing the brand experience during the peak gift-giving season.

Christie Song, head of Tim Hortons retail, tells Media in Canada that the pop-up, open throughout the holiday season, brings the online experience of its TimShop.ca store to life, offering costumers the chance to see some of the brand’s most popular online products in person, along with this year’s limited-edition holiday collection and other gift items.

Younger consumers are seeking more memorable and shareworthy in-person retail experiences, Song says, noting that the team wanted to reach them in one of Toronto’s busiest and most visited shopping centres during the holiday season.

“At its heart, the TimShop pop-up is about giving our guests more of what they already love about Tims,” she says. “It expands the brand experience and deepens emotional connections by providing a way for guests to take a piece of the restaurant experience home with them.”

The activation is an extension of TimShop.ca, with a range of apparel, drinkware and other Tims-inspired merchandise. The 1,856-square-foot space stocks an expanded product mix, including limited-edition holiday sweaters, family pajamas and Canadian-themed souvenirs.

“Our merch and apparel are inspired by the amazing food and beverages we serve in Tims restaurants across Canada and by the connection Canadians have with our iconic brand, and we’ve received incredible feedback from fans about our past collections,” Song says.

While traditional mugs and travel cups have been around for a while, Tim Hortons’ expansion into apparel and accessories is a recent move. The brand launched TimShop.ca in September 2023, significantly broadening its product range to include a range of vintage-inspired and modern clothing items, drinkware and accessories. This was followed by a retro-inspired collection in March, which marked the company’s 60th anniversary and included a variety of apparel and collectibles, as well as commemorative mugs available in restaurants.

As part of the new activation, Tims also launched the “TimShop Toy Truck” at the Eaton Centre, offering plush toys inspired by popular items on the menu. Mallgoers can watch as staff prepare and package products in branded boxes, creating an engaging experience designed to generate buzz on social media. A red-and-white striped kiosk design maintains Tim Hortons’ visual identity, distinguishing the merchandise operation from restaurant service.

The brand is promoting the activation through public relations, organic social media, paid social media, digital directory screens at the Eaton Centre and CRM.

Media buy was handled by PHD.