35 percent of Tim Hortons customers say their opinion of company is worsening

A brewing conflict between Tim Hortons franchisees and its foreign owned parent company Restaurant Brands International (RBI) appears to be one of a number of factors driving opinions of the iconic coffee chain downward.

The federal government recently announced it will investigate claims from local owners that cost cutting measures by RBI have led to diminished quality, service and safety at their restaurants. The concerns of franchisees are echoed in a new public opinion study from the Angus Reid Institute, which finds significant portions of Tim Hortons’ double-double drinkers – and customers at large – saying their opinion of the restaurant, including their assessment of its quality and prices, has worsened over the past few years.

Tim Hortons, nonetheless, remains a carbs, sugar and caffeine-fueled force in this country: seven-in-ten (70%) Canadians still say that Tim Hortons plays a part when they think of Canadian culture, and six-in-ten (62%) still regularly patronize the company.

 

More Key Findings:

  • Canadians are more likely to hold a favourable view of Tim Hortons, rather than an unfavourable one, by a ratio of more than two-to-one (55% to 25%).
  • When considering changes to Tim Hortons over the past five years, Canadians are more likely to say that the quality of food, coffee and service, as well as the prices have worsened rather than improved.
  • While Canadians may be feeling more negative about Tim Hortons, they haven’t necessarily switched morning coffee shops. One-in-three Canadians (33%) are weekly customers, while a similar number (29%) stop by at least once a month.
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