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Tales from Under the Rim: The Marketing of Tim Hortons
by Ron Buist | Biographies & Memoirs
Registered by brewski of Markham, Ontario Canada on 7/21/2004
Average 3 star rating by BookCrossing Members 

status (set by imabookie): to be read

2 journalers for this copy...

Journal Entry 1 by brewski from Markham, Ontario Canada on Wednesday, July 21, 2004

This book has not been rated.

From the Publisher:

Want to know the secret recipe behind Canada’s most popular coffee-and-donut chain? According to former marketing director Ron Buist, it took “1 hockey player, 1 favourite barber shop, 1 former drummer, 1 police officer,” plus “the luck hard work brings” to make Tim Hortons the phenomenal success it is today.

In Tales from Under the Rim, the marketing genius who invented “Roll Up the Rim to Win” tells how a little donut shop grew into a Canadian institution. Beginning with his first day on the job, Buist recalls the lean years, when the company’s tiny advertising budget made a creative, grass-roots strategy as much a necessity as an inspiration. He profiles the founders — Toronto Maple Leafs star defenseman Tim Horton, donut entrepreneur Jim Charade, and Nova Scotia-born franchise wizard Ron Joyce — as well as many of the franchisees on whom the chain’s success rests.

This engrossing business memoir tells the whole story of “Roll Up the Rim,” from the eureka moment in 1986 to the no-frills contest’s status as a defining feature of Canadian life. Buist describes the genesis of the “True Stories” commercials, so engaging they’ve attracted their own devoted fans, and he tells humorous behind-the-scenes tales from these and other TV shoots. 

Journal Entry 2 by brewski from Markham, Ontario Canada on Saturday, July 31, 2004

3 out of 10

Okay, let me just start by saying that I love Tim fact I just enjoyed a Boston Cream donut and a coffee this morning :) Too bad I didn't get to Roll up the Rim to Win!

While this book did contain some interesting tidbits...or should that say Timbits ;) of information, I found that the information was not clearly laid out and didn't seem to progress in a logical order. Oftentimes a chapter would begin describing one aspect of the marketing of Tim Hortons and suddenly launch into an anecdote which seemingly had no bearing on the topic currently under discussion.

I'm sorry to say that this book was not nearly as intersting as I was expecting it to be and I found myself wanting to stop reading it on more than one occasion. However, I must say that I found the second half of the book much more interesting than the first half.

I'll free this sometime soon, maybe in a Tim Hortons. 

Journal Entry 3 by imabookie from Toronto, Ontario Canada on Tuesday, August 10, 2004

This book has not been rated.

part of a trade with book crosser "Brewski", I like Timbits, don't drink coffee, but Tim Horton,the man, was a neighbour of mine, so I'll check this out! 

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