The latest product collaboration comes after the meteoric success of the first phase of the celebrity endorsement deal last November.
At that time, Tim Hortons introduced new limited-time flavours of the bite-sized Timbits doughnuts, dubbed Timbiebs, and co-branded merchandise.
The items—a tote bag, a beanie hat and a fanny pack—sold out quickly and turned up online with resellers asking thousands of dollars.
"We had lineups outside of restaurants," said Hope Bagozzi, chief marketing officer for Tim Hortons. "Kids would go on their lunch hour from school and be lined up around the building."
The fact that the Timbiebs products were only available for a limited time increased the buzz, Shah said.
"It created a sense of scarcity and drove demand," she said. "It also helped generate word-of-mouth advertising online."
Meanwhile, the restaurant's loyalty program Tims Rewards provides the company data on which customers bought Timbiebs and the accompanying merchandise.
While the collaboration did "over index with a younger guest" customers of all ages scooped up the Timbiebs products, Bagozzi said.
The reprise of the celebrity endorsement deal is expected to boost sales of the restaurant's cold brew, which Tim Hortons launched in 2021.
At the time, the company said guests could enjoy the beverage various ways, including with "smooth and velvety Vanilla Cream." It's unclear how that flavour is different from the new French vanilla-flavoured Biebs Brew.
The partnership between Tim Hortons and Bieber aligns with the Canadian singer's frequent social media posts about the restaurant.
The Stratford, Ont.-raised performer has shared posts as far back as a decade ago about missing Tim Hortons while travelling outside Canada.
"Doing a Tim Hortons collab had always been a dream of mine," Justin Bieber said in a statement. "I grew up on Tim Hortons and it's always been something close to my heart."
He added: "We couldn't stop at Timbiebs, we needed a Biebs Brew too."