Thanks to a donut hole line created by Justin Bieber, a beloved Canadian coffee chain is rolling in the dough.
The singer is being credited with massively boosting the bottom line at Tim Hortons due to his Timbiebs Timbits collaboration last year.
During an earnings call with investors, Restaurant Brands International, which owns the chain, reported that sales fell 11% in 2020, largely due to the pandemic. With the company grasping to stay afloat in 2021, The Biebs stepped in with his donut holes creations, which included flavors of white fudge, sour cream chocolate chip and birthday cake waffle. Since then, sales soared by 10.3%.
The company also sold merchandise to promote the collaboration. Merch quickly sold out, but apparel has since been restocked.
Restaurant Brands CEO José Cil said it was "one of the more successful traffic-driving initiatives in recent memory and outperformed our internal expectations." Once Justin promoted the sweet bites, the company saw an "unprecedented" increase in social engagement and visits by younger customers.
"I'm a Belieber," José said, adding "You can expect to see more from this exciting partnership in the year ahead."
Last year when Justin teamed up with the coffee chain, he said, "I grew up on Tim Hortons and it's always been something close to my heart."