Whilst participating in a price war with supermarket giant Coles, Arnott’s has been seeking to promote its top Tim Tam product with a foray into building a standalone store.
With almost 3,000 biscuits made every minute, Arnott’s clearly have a loyal customer base as Australians eat approximately 670 million Tim Tams per year.
According to Tim Tam Marketing Manager Claire Kesby-Smith, despite the fact that there are twelve different varieties of Tim Tams, the original flavour is still the most popular.
“In the last few years, we’ve brought Tim Tam trees to Martin Place, a Tim Tam plane to remote Central QLD, a bus delivering Tim Tam packs to regional towns and collaboration with Adriano Zumbo, Australia’s foremost patissier, to supermarket shelves across the nation,” Kesby-Smith said.
“A standalone Tim Tam store sounds like something we should investigate! Perhaps a place with chocolate waterfalls and a never-ending pack of Tim Tam bikkies for sharing!”
There is good precedence for flagship stores becoming a major part of product marketing in the internet era. While fewer physical outlets are required close to people’s homes, one major destination store is often retained as a tangible reminder of the brand’s presence.
M&Ms may provide Tim Tams with a positive source of inspiration. M&M’s have flagship stores all over the world which act as both a sales outlet and a theme park. The intent is to make the product as unique as possible, where visiting the outlet is an once-in-a-lifetime opportunity to browse through all twelve varieties of Tim Tam flavours.
A Tim Tam store, as Kesby-Smith suggests could be a great source of community enjoyment where consumers can demonstrate the art of the Tim Tam Slam with one another as Tim Tam cake is readily served.