As part of a strategic initiative to enhance its brand presence, TH International (Tims China) has established a collaborative alliance with the ride-hailing giant DiDi Chuxing.
Tims China manages the operations of Tim Hortons coffee shops and Popeyes restaurants within the country.
The partnership strives to boost the visibility of the Tims China brand by implementing cross-brand and cross-channel marketing strategies, capitalizing on DiDi’s extensive customer base.
The company highlighted that users of the DiDi app had the opportunity to accumulate points for a complimentary Tims bagel or coffee with every ride booked from November 27 to December 10, 2023.
Moreover, customers who made purchases from Tims China’s Orange Aroma series were given a co-branded sticker and cup sleeve as an additional offering.
The company established retail outlets with DiDi-themed decor in prominent Chinese cities such as Guangzhou, Wuhan, Beijing, Shanghai, and Chengdu.
The campaign resulted in the acquisition of 20,000 new loyalty club members and generated an additional 1.7 million yuan in sales.
The campaign also garnered significant traction on China’s social media platform Xiaohongshu, accumulating over 11 million views.
By merging the expansive reach of DiDi’s transportation services with Tims China’s network of over 800 stores, the collaboration is reported to have expanded 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 offers a variety of app-based services encompassing ride-hailing, taxi services, designated driving, and other shared mobility solutions across Asia Pacific, Latin America, and beyond.
Earlier this year, Tims China announced the opening of its 700th coffee shop in the country.
