MULTIZ321
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What Happened to Tim Horton's? The Downfall of Canada's Brand
By Arwa Mahdawi/ World/ Canada/ The Guardian/ theguardian.com
The coffee shop has long been synonymous with Canada, but bad press and changing tastes have hurt it – and then there was the poop incident.
“It’s your first time in Canada? Oh, you have to try Timmies,” a former colleague informed me, when I landed in Toronto for a business trip several years ago. There was a Tim Hortons next to us in arrivals and before I’d even exited the airport I had a red and white cup in my hand and knew exactly what a double-double was.
Tim Hortons is a famously Canadian brand. It’s not just a corporation – it’s a cultural icon which elicits an extraordinary passion, entirely incommensurate with its unremarkable product. (While talking to people for this article the highest praise anyone would give Tim Hortons coffee when it came to its quality was “it’s fine”.) According to the coffee and fast-food chain, eight out of 10 cups of coffee sold across Canada are from Timmies.
But while the popular purveyor of caffeinated patriotism may have burrowed its way into the national psyche, there are signs that it is beginning to lose its hold on Canadian hearts; not a week seems to go by without a new negative headline about Tim Hortons. In May, for example, the company fell from 13th place to 67th place in a study tracking Canada’s most reputable companies. This was announced only a few weeks after Tim Hortons dropped from number four to 50 in an annual survey of corporate reputation by research firm Leger. “We’ve been doing this study for 20 years and they’ve been at the top 10 every year, except for once when they were number 13,” Dave Scholz, the executive vice-president of Leger, told the Guardian....."
Tim Hortons fell from 13th to 67th place in a study tracking Canada’s most reputable companies. Illustration: Maria Nguyen for the Guardian
Richard
By Arwa Mahdawi/ World/ Canada/ The Guardian/ theguardian.com
The coffee shop has long been synonymous with Canada, but bad press and changing tastes have hurt it – and then there was the poop incident.
“It’s your first time in Canada? Oh, you have to try Timmies,” a former colleague informed me, when I landed in Toronto for a business trip several years ago. There was a Tim Hortons next to us in arrivals and before I’d even exited the airport I had a red and white cup in my hand and knew exactly what a double-double was.
Tim Hortons is a famously Canadian brand. It’s not just a corporation – it’s a cultural icon which elicits an extraordinary passion, entirely incommensurate with its unremarkable product. (While talking to people for this article the highest praise anyone would give Tim Hortons coffee when it came to its quality was “it’s fine”.) According to the coffee and fast-food chain, eight out of 10 cups of coffee sold across Canada are from Timmies.
But while the popular purveyor of caffeinated patriotism may have burrowed its way into the national psyche, there are signs that it is beginning to lose its hold on Canadian hearts; not a week seems to go by without a new negative headline about Tim Hortons. In May, for example, the company fell from 13th place to 67th place in a study tracking Canada’s most reputable companies. This was announced only a few weeks after Tim Hortons dropped from number four to 50 in an annual survey of corporate reputation by research firm Leger. “We’ve been doing this study for 20 years and they’ve been at the top 10 every year, except for once when they were number 13,” Dave Scholz, the executive vice-president of Leger, told the Guardian....."
Tim Hortons fell from 13th to 67th place in a study tracking Canada’s most reputable companies. Illustration: Maria Nguyen for the Guardian
Richard