Calum Marsh: So much about what we all love about Tim Hortons is simple. Why can’t it be beautifully simple?
Tim Hortons is looking less and less like Tim Hortons lately. The once-humble coffee shop and donut restaurant is now a turbulent repository of vegan hamburgers and tepid lattes, of bewildering options and confused intentions. But there remains something in the current iteration of Tim Hortons that is strangely familiar. It’s looking more and more like New Coke.
The failure of New Coke — and the success of Coca-Cola Classic — demonstrated with emphatic clarity the power and persistence of brand loyalty. Even with its sales in steep decline, even with a fresh and glamorous competitor seducing its customers, people still felt a great deal of affection for Coca-Cola. That affection hadn’t diminished, exactly. It simply took a sudden change for people to realize that they didn’t want their beloved Coca-Cola to go away.
You can see the appeal. A simple, straightforward menu, competently prepared using fresh, good-quality ingredients. Appetizing donuts, made in the traditional way, baked on location in the restaurants themselves rather than pre-made and shipped in frozen. And of course coffee, whether served black or, as most Canadians seem to prefer it, loaded with milk and sugar.
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