Sylvain Charlebois
Sylvain Charlebois
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Opinion: Tim Hortons’ identity crisis could erode chain’s long-established brand

Opinion: Tim Hortons’ identity crisis could erode chain’s long-established brand

Tim Hortons is finishing what is likely one of the strangest years in its history. Most of the iconic chain’s decisions have left Canadians scratching their heads. Many of its choices in recent months have been simply inexplicable. Take the Beyond Meat burger and breakfast sandwich: Tim Hortons took the well-promoted plant-based burger off its menu in September, 2019, only two months after introducing it at most of its 4,300 locations across the country. The breakfast sandwich is now only sold at Tims in Ontario and B.C. Proteins are not even Tim Hortons’ strategic focus, but they still...

January 15, 2020
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