By Sakshi Malik
Tim Hortons, or “Timmies” as it’s fondly called, is more than just a coffee brand in Canada—it’s a way of life. Whether it’s the early morning rush, the mid-afternoon pick-me-up, or the quiet moments of reflection in the evening, there’s always one thing that seems to bring people together: coffee. Be it for a corporate meeting, a celebratory gathering, or just a “bad day with the boss,” Tim Hortons has been the place people turn to for that comforting sip.
Yes, it’s affordable, but the emotional connection runs deeper. It’s a place where you can always make time for a quick stop. Some say it’s “cheap,” but is it really? It’s not just about price—it’s about the experience, the memories, and the stories that unfold within those familiar walls. Every person who walks through the door or pulls up to the “drive-thru” brings with them their own story.
Every day, thousands of people pass through, each with their own reason for being there. Couples on coffee dates, older folks seeking solace in their favorite booth, professionals escaping the grind for a quick meeting—it’s all happening under one roof. There are the regulars, too—the ones who come every day for that one perfect sip that jump-starts their morning. And yet, even in the routine, there’s room for disappointment. What happens when that one sip doesn’t hit the spot?
There’s another side to this story—one that customers rarely see from the other side of the counter. Employees often face constant pressure to meet strict time targets, which also contributes to high turnover rates. This issue is particularly pronounced in the fast-food industry, where turnover remains a persistent challenge. Malek et al. (2018) notes that turnover rates in the hospitality sector, including fast food, are twice as high as in other industries.
Customers sometimes complain that the employees seem rude or unhappy. They will give employees tips on how to improve customer service—smile more, greet people warmly, make eye contact. And yes, these are basic principles of hospitality. But what if it is not the employees themselves who are the problem? What if it’s the unrealistic demands they are forced to meet?
Employees feel pressured primarily due to the drive-thru timer, a long-standing metric in the fast-food industry that emphasizes speed and accuracy. While these metrics have been essential to fast-food chains for decades, the COVID-19 pandemic has made them even more critical. According to NPD, a retail market research firm, the majority of customers now choose off-premise dining options over in-restaurant dining. Recent data shows that between March 2022 and February 2023, 72.7%of all quick-service restaurant orders in Canada were fulfilled through delivery apps, curbside pickup, or drive-thru.
Tim Hortons management has set standards, and ideally, they have policies in place to prevent employees from feeling overwhelmed. For example, guidelines suggest an optimal number of staff to ensure smooth service and support employee well-being. However, adherence to these policies can vary among franchise owners.
Unfortunately, over the past decade, Tim Hortons has faced some criticism for practices related to wages, benefits, and part-time employment. In 2018, the company experienced a notable drop in Leger Marketing’s brand reputation survey, falling from the 4th position in 2017 to 50th, following reports of some franchises reducing employee benefits and paid breaks in response to a minimum wage increase in Canada (Leger, 2018). Despite these challenges, Tim Hortons has recently made progress, regaining some ground by climbing to the 26th position in 2024.
Imagine being told that the standard service time on drive-thru window should be 25 seconds per hour, but then being pushed to meet a 20-second goal! That’s a massive difference when you are trying to maintain quality service. In an economy where jobs are hard to come by, employees feel forced to meet these impossible standards, often at the cost of their physical and mental health. What happens next? They rush, and in doing so, they come off as rude or hurried, when in reality, they are just trying to keep their jobs.
Along with this issue, Restaurant Brands International (RBI), the parent company of Tim Hortons, reported that the coffee chain’s first-quarter sales in Canada and the US this year were 7% lower than the previous quarter, when they surpassed $1.8 billion (RBI, 2024). Adjusted operating income also saw a decline, dropping 3% from $231 million to $224 million quarter-over-quarter. Additionally, Tim Hortons closed a net of 20 stores in North America during the quarter, which marks the eighth consecutive quarter of store closures for the chain in Canada.
The key question is whether this decline in sales is due to poor hospitality, or is it because the menu has grown stale and predictable? Perhaps it’s a mix of both. The repetitive nature of the offerings might leave people searching for more exciting options elsewhere, while the stress placed on employees creates an environment that does not foster great service, even so as someone who has worked in close proximity with this brand as both a former employee and customer.
These realities in aggregate serve a reminder that while Tim Hortons may always be there for us, we need to think about what it must be costing people behind the counter. They, too, have their own stories that need to be listened to — for better-performing brand metrics, if for nothing else.
References:
Leger Marketing. (2024). Reputation 2024 Booklet Canada. https://leger360.com/wp-content/uploads/2024/04/Reputation-2024-Booklet-Canada-2.pdf
Malek, K., Kline, S. F., & DiPietro, R. (2018). The impact of manager training on employee turnover intentions. Journal of Hospitality and Tourism Insights, 1(3), 203–219. https://doi.org/10.1108/jhti-02-2018-0010
NATIONAL Public Relations. (2018, April 5). Tim Hortons Takes Reputational Hit; Google Remains The Darling – Leger 2018 Corporate Reputation Study. Cision Newswire. https://www.newswire.ca/news-releases/tim-hortons-takes-reputational-hit-google-remains-the-darling—leger-2018-corporate-reputation-study-678864663.html#:~:text=Tim%20Hortons%2C%20however%2C%20experienced%20a,children%20of%20bullying%20its%20employees.
Nerman, D. (2023, April 9). Drive-thru or order inside: What’s the quickest way to get your fast food? CBC. https://www.cbc.ca/radio/costofliving/drive-thru-or-order-inside-what-s-the-quickest-way-to-get-your-fast-food-1.6800238
Tim Hortons seeks to counter falling sales with afternoon trade boost. (2024, May 3). Allegra World Coffee Portal. https://www.worldcoffeeportal.com/Latest/News/2024/May/Tim-Hortons-seeks-counter-falling-North-America-sa#:~:text=However%2C%20the%20coffee%20chain’s%20first,%24231m%20to%20%24224m
Sakshi Malik is a Research Analyst Graduate from Centennial College and recently earned a Research Analyst role at Q-Fi Solutions through Generation1.ca’s Fall 2024 Virtual Career Fair and Case Competition.
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