Tim Hortons’ sales continue to improve amid pandemic lows, partly due to singer Justin Bieber. The 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. In November 2021, Tim Hortons partnered with the Canadian singer to create a new line of Timbits, its signature donut holes, which was officially named “Timbiebs.” The company needed celebrity influence to boost sales after a significant dip last year. It has also been upgrading its main menu and improving its digital strategy. Bieber expressed that a partnership with the coffee chain has always been his dream.

Timbiebs Timbits collection consisted of three donut flavors that were created by Bieber, including chocolate white fudge, sour cream chocolate chip, and birthday cake waffle, as well as branded merchandise. Chief executive Jose Cil declared himself a superfan of the music star. “I’m a Belieber,” he said, using a word Bieber’s biggest fans call themselves. Restaurant Brands International (QSR) also owns Burger King and Popeyes.