Is the drop in ranking the result of the troubles with minimum wages in Ontario last year, or does it indicate that people are getting bored with the brand? I don't think blaming Ontario's changing wages is an accurate assessment of the problem. There are nine other provinces and three territories.
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Double double trouble? Tim Hortons plummets in ranking of Canadian brands
Coffee chain falls to 50th from 4th on annual ranking of brand reputation
- Pete Evans · CBC News
A public spat with some of its franchisees and outrage over its response to minimum wage hikes seems to have made a dent in Canadians' much-publicized love for Tim Hortons this year, as the iconic coffee and doughnut chain has plummeted on an annual ranking of brands by market research firm Leger.
Every year, Leger tabulates information on the reputations of various brands that operate in Canada, and tabulates what consumers think of them. This year, between Dec. 19 and Jan. 29, the company surveyed approximately 2,100 English- and French-speaking Canadians, aged 18 or older, for their views on 241 different brands that operate across the country.
One of the biggest surprises in the ranking was the changing fortunes of Tim Hortons. The chain was ranked fourth overall in 2016, but for this year's ranking it plunged all the way to 50th.
The company openly squabbled with some of its franchisees for much of 2017 over cutbacks and other cost increases, something which has clearly started to influence its customer loyalty.
But another major factor seems to have been the story first reported by CBC News that some owners were cutting back on employee hours and other benefits in response to hikes in the minimum wage.
"Tim Hortons, a perennial top five brand that we've previously believed impervious to issue, has fallen mightily in the court of public opinion," said Rick Murray, managing partner and chief digital strategist with public relations firm National, which also worked on the ranking.
Double double trouble? Tim Hortons plummets in ranking of Canadian brands | CBC News
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Double double trouble? Tim Hortons plummets in ranking of Canadian brands
Coffee chain falls to 50th from 4th on annual ranking of brand reputation
- Pete Evans · CBC News
A public spat with some of its franchisees and outrage over its response to minimum wage hikes seems to have made a dent in Canadians' much-publicized love for Tim Hortons this year, as the iconic coffee and doughnut chain has plummeted on an annual ranking of brands by market research firm Leger.
Every year, Leger tabulates information on the reputations of various brands that operate in Canada, and tabulates what consumers think of them. This year, between Dec. 19 and Jan. 29, the company surveyed approximately 2,100 English- and French-speaking Canadians, aged 18 or older, for their views on 241 different brands that operate across the country.
One of the biggest surprises in the ranking was the changing fortunes of Tim Hortons. The chain was ranked fourth overall in 2016, but for this year's ranking it plunged all the way to 50th.
The company openly squabbled with some of its franchisees for much of 2017 over cutbacks and other cost increases, something which has clearly started to influence its customer loyalty.
But another major factor seems to have been the story first reported by CBC News that some owners were cutting back on employee hours and other benefits in response to hikes in the minimum wage.
"Tim Hortons, a perennial top five brand that we've previously believed impervious to issue, has fallen mightily in the court of public opinion," said Rick Murray, managing partner and chief digital strategist with public relations firm National, which also worked on the ranking.
Double double trouble? Tim Hortons plummets in ranking of Canadian brands | CBC News