Tim Hortons has teamed up with Canadian actor Ryan Reynolds to introduce a star-powered addition to its breakfast menu. On Monday, the popular cafe chain launched scrambled egg boxes in bacon or sausage varieties, featuring two scrambled eggs, hash browns, and chipotle sauce. This collaboration marks a strategic focus on Tim Hortons’ core strength: breakfast.
Reynolds, known for his roles in Deadpool, played a key role in designing the new breakfast offering, which he wanted to resemble the bacon and eggs his family enjoys at home. In a lighthearted twist, Reynolds shared his experience of eating an “irresponsible amount of eggs” while working on the project, joking about his intense involvement in the development process.
The partnership is part of Tim Hortons’ broader strategy to diversify its menu, having recently ventured into new dinner items like rice-based bowls and flatbread pizzas. However, this latest collaboration zeros in on breakfast, a segment where competition has grown, especially with the rise of new players like Pret A Manger and the shift toward all-day breakfast options at many restaurants.
Despite the increasing challenges in the breakfast market due to hybrid working and inflation, marketing experts see the new breakfast box as a compelling offering. Jo-Ann McArthur, president of Nourish Food Marketing, notes the nostalgia factor and the portability of the box as key selling points. Additionally, Reynolds’ fame in Canada and the U.S. is expected to resonate with consumers, even though some may worry about his level of exposure due to his numerous endorsements.
This marks another high-profile celebrity partnership for Tim Hortons, following their collaboration with pop star Justin Bieber. While details of a second phase of the Reynolds partnership remain under wraps, it’s clear that the actor’s star power is a major asset for the brand as it continues to innovate in a competitive market.
Source: Swifteradio.com
