TH International Ltd.
(
Tims China
), the exclusive operator of
Restaurant Brands International Inc.'s
Tim Hortons
coffee shops and
Popeyes
restaurants in
China
, has partnered with ride-hailing company
DiDi Chuxing
as part of a brand-building campaign. This new partnership focuses on cross-brand and cross-channel marketing, leveraging
Didi's
large customer base to bolster awareness of the Tims China brand.
DiDi
app users who hailed rides
between November 27 and December 10
accumulated points toward a free Tims bagel or coffee.
Tims China
customers who purchased an item in its Orange Aroma series, such as the Orange Cinnamon Latte, received a co-branded Tims-DiDi sticker and cup sleeve.
Tims China
also set up
DiDi
-themed stores in
Beijing
,
Shanghai
,
Guangzhou
,
Wuhan
, and
Chengdu
as part of the cross-brand promotion.
As a result of the campaign,
Tims China
acquired around 20,000 new loyalty club members and generated approximately
1.7 million yuan
in incremental sales. Furthermore, the campaign garnered significant attention on Xiaohongshu (also called "Red"), China's popular social network, with over 11 million views.
The partnership initiative combines the customer reach of
DiDi's
huge transportation portfolio of taxis, ride-hailing vehicles, and shared bicycles - all widely accessible across China - with
Tims China's
expansive network of over 800 stores. The partnership extends the customer base of both brands and furthers
Tims China's
strategic focus on the important market segment of commuting professionals.
"We are excited to be reaching new customers amongst
Didi's
large ridership," said
Yongchen Lu
, CEO of
Tims China
. "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 program members and is growing every day."
About
TH International Ltd.
TH International Limited
(Nasdaq: THCH) ("
Tims China
") is the parent company of the exclusive master franchisees of
Tim Hortons
coffee shops in mainland China,
Hong Kong
, and
Macau
, and
Popeyes
restaurants in mainland China and
Macau
.
Tims China
was founded by
Cartesian Capital Group
and
Tim Hortons Restaurants International
, a subsidiary of
Restaurant Brands International
(TSX: QSR) (NYSE: QSR).
The company's philosophy is rooted in world-class execution and data-driven decision making, and is centered on true local relevance, continuous innovation, genuine community, and absolute convenience. For more information, please visit http://www.timschina.com.
