Well this one just came completely out of left field:
Tim Hortons is singing Justin Bieber's praises Tuesday because his line of donuts just turned around the Canadian restaurant's fortunes.
The Canadian coffee chain's parent company, Restaurant Brands International, reported that sales rose 10.3% at stores open at least a year in the fourth quarter of 2021. That reversed a 11% decline for the same quarter a year ago.
Yes, Justin Bieber has "a line of donuts." Yes, this guy:
How does Justin Bieber stumble into the donut business? I don't know. Mine is not to question why. But it did indeed happen:
In November 2021, Tim Hortons jumped on the celebrity meal bandwagon to help boost its bottom line. It needed the starpower because sales have been sagging at the chain because people were working from home and disrupted people's pre-pandemic behavior of stopping by the coffee chain for breakfast. It has also been working to improve its core menu, upgrade its loyalty program and enhance its digital strategy.
A limited-time donut hole line, called "Timbiebs Timbits" collection consisted of three donut flavors that was created by Bieber, including chocolate white fudge, sour cream chocolate chip, and birthday cake waffle, as well as branded merch.
Oh yeah, you're telling me Justin Bieber, like, spent time in a test kitchen developing his "sour cream chocolate chip" and "birthday cake waffle" donut holes? Yeah I can totally see that. Dude's a regular Thomas Edison in a bakeshop.
Folks, it gets weirder: This whole arrangement was apparently a long-time goal of Justin Bieber's:
The Canadian singer said that "doing a Tim Hortons collab has always been a dream of mine," when the partnership launched, adding that he "grew up" eating at the chain.
Well, let's give it up for Justin Bieber, who has finally realized his lifelong dream of "doing a Tim Hortons collab."
Props to Tim Hortons, too, for somehow calling this one right. They probably saved a lot of jobs.
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