Regardless of age, gender, social status or heritage, there is probably not a single brand more universally loved by all Canadians than Tim Hortons. And Tim Hortons has capitalized on that love to capture some “absolute wow” market share statistics: 27% of all money handed over to quick service restaurants (QSR) in Canada is spent at Tim Hortons and 42% share of all traffic into QSRs walk into one of 3,588 Tim Hortons outlets. Put another way, that’s more than the next 15 QSR brands combined – including McDonalds, Starbucks and Subway.
So how does Timmy’s top that? At the 2014 Investor conference, senior management unveiled a 5-year strategic plan themed around being bold, different and daring. Yet much of the vision seems to conform to overall trends in the industry. Meanwhile, some of Tim’s competitors have challenged and elevated consumer expectations over the past five years, dramatically blurring the lines between QSRs and sit-down restaurants.
With its wealth of experience and leadership position, we want more from Tim Hortons. We want Tim Hortons to think beyond menu extensions and geographic expansion and define a new path forward – that is to say, live up to that 5-year strategic plan. Canadians don’t want Tim’s to leave all the innovating to smaller start-ups.
In the movie Field of Dreams, Ray Kinsella hears, “if you build it, they will come”. What if Tim’s built a new sit-down restaurant? Or a new food truck concept? Tim Hortons customers are fanatically loyal, and sure to explore any idea Tim Hortons is willing to dream up.