Bill Moir; Tim Hortons.(marketing executives)

Advertising Age, November, 2005 by Chiasson, Gail

Byline: Gail Chiasson

Bill Moir's marketing philosophy for Tim Hortons is simply "to sell more stuff.''

And that he is doing. With 2005 sales forecast to reach $2.9 billion, Tim Hortons is the No. 1 fast-food chain in Canada, one of the few countries where McDonald's Corp. doesn't reign supreme.

Started in 1964 as a single coffee and doughnut shop in Hamilton, Ontario, by National Hockey League star Tim Horton and ex-policeman Ron Joyce, the company today has more than 2,700 outlets, including 260 in the U.S., a growth market for Tim Hortons.

The fast-food chain specializes in three product categories: hot and cold beverages, especially coffee; bakery and snack products; and lunch items, always freshly made. Tim Hortons merged with...

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