News

In a bid for lunch share, Tim Hortons enters chicken sandwich category

March 18, 2014

Tim Hortons today announced its entry into the hot chicken sandwich category, in an effort to boost its lunch menu.

According to a news release, the new offering is made with seasoned white meat that is breaded on the outside, and is topped with lettuce, tomato and light mayo and served on a bakery-style bun. NPD research shows that breaded chicken sandwiches are the most popular sandwich variety in quick-service restaurants in Canada, making up nearly 19 percent share of total sandwiches, and growing at 9 percent in the past year.

"The new Tims Crispy Chicken Sandwich is another example of our commitment to menu innovation that meets the evolving needs and preferences of our guests," Tammy Martin, VP Marketing, Food and Merchandise, said in the release. "Tim Hortons is Canada's top breakfast destination, and our goal is to become Canada's number 1 lunch destination, as well."

Martin said the company surpassed competitor QSRs during the last quarter with the highest share of lunch traffic.

The Crispy Chicken Sandwich is available at participating Tim Hortons restaurants across Canada starting at $4.99.

To promote the new offering, starting March 19, Instagram and Twitter followers will be invited to post a video of themselves doing the Chicken Dance, using the hashtag #CrispyChickenDance, for the chance to win a Tim Card to try the new sandwich.