Tales from Under the Rim
A National Bestseller. Now available in paperback.
"On a Rrrroll! You may not be familiar with Ron Buist, but you know his handiwork." — The Ottawa Citizen.
Tales from Under the Rim is a behind-the-scenes look at a simple business that became a Canadian icon. Tales from Under the Rim chronicles the rise of Tim Hortons, from its humble beginnings to a national institution. The recipe was simple: it took "one hockey player, one favourite barber shop, one former drummer, and one police officer" plus "the luck hard work brings" to transform a once unknown donut shop into one of Canada's leading franchise operations.
In this bestselling business memoir, Ron Buist shows how Tim Hortons became a second home to millions of Canadians. It includes the grass-roots marketing strategy that defined the early years, the Tim Hortons habit of listening to customers, and the whole story of Roll Up the Rim to Win, the no-frills contest that has become a defining feature of Canadian life.
"The book's subtitle is bang on. Tim Hortons is many things to this country, but it's above all else a triumph of marketing .... Buist's version of the rise of Tims holds a lot of common sense lessons that Canadian marketers of all stripes and sizes would do well to commit to memory." — Marketing Magazine
"The 'mother' of invention... A name that is on the lips of most Canadians — though they don't even know it. Along with other brilliant Canadians who've enriched our lives with light bulbs and TV, we raise a cup to you." — Toronto Sun
"A celebration of the results of marketing at its best." — Daily Gleaner
"Buist's Tales from Under the Rim: The Marketing of Tim Hortons really does reveal the truth behind Tim Hortons success. That is, there is no mystery." — Chronicle Herald
"The perfect coffee-table book? — a book about coffee." — Edmonton Sunday Sun
"Enlightening peeks into the building of a business empire." — Canadian Press
"A readable and colourful account of the marketing successes that kept Tim Hortons in the forefront of the public mind...an interesting and accessible text for students of marketing." — British Journal of Canadian Studies
Pub date: September 9, 2011