TH International Ltd.
), the exclusive operator of
Restaurant Brands International Inc.'s
coffee shops and
, has partnered with ride-hailing company
as part of a brand-building campaign. This new partnership focuses on cross-brand and cross-channel marketing, leveraging
large customer base to bolster awareness of the Tims China brand.
app users who hailed rides
between November 27 and December 10
accumulated points toward a free Tims bagel or coffee.
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.
also set up
-themed stores in
as part of the cross-brand promotion.
As a result of the campaign,
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
huge transportation portfolio of taxis, ride-hailing vehicles, and shared bicycles - all widely accessible across China - with
expansive network of over 800 stores. The partnership extends the customer base of both brands and furthers
strategic focus on the important market segment of commuting professionals.
"We are excited to be reaching new customers amongst
large ridership," said
, CEO of
. "Our collaboration with
, 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."
TH International Ltd.
TH International Limited
(Nasdaq: THCH) ("
") is the parent company of the exclusive master franchisees of
coffee shops in mainland China,
restaurants in mainland China and
was founded by
Cartesian Capital Group
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.