I knew it. I just knew things would go south (literally) when Tim Hortons was taken over by American parent company Restaurant Brands International. RBI also owns Burger King and Popeye’s Louisiana Kitchen. How can a company with holdings like those possibly understand what Timmie’s means to Canadian culture? When the takeover happened in 2014, I was concerned Timmie’s would lose its Canadian identity and become just another amorphous American fast-food chain. In fact, I blogged about the issue in September 2015. Click here to read Is Timmies still a Canadian cultural icon?

They were hoping because of our innate niceness we wouldn’t notice.

Well, it seems our sugar-coated chickens have come home to roost. Tim Hortons’ Canadian franchisees plan to launch a $500 million class action suit against the RBI American parent and its senior executives claiming that funds they contribute to marketing and sales have been diverted to other corporate coffers, like administration. Each Tim Hortons franchisee is required to pay 3.5% of their gross sales toward a fund to be used exclusively for marketing, sales and promotion. Basically, RBI’s bean counters and their bosses have been caught with their mitts in the donut jar and are getting their fat fingers slapped. Naturally, Sam Siddiqui, President of the Canadian Division denies the accusation. If they think they’re going to pull the toque over our eyes, they’re skating on thin ice.

As a frequent customer and fan of Timmie’s, I consider myself  bit of an expert on the issue, having already noticed a change. The very thing I was dreading came to pass. RBI totally disregarded our Canadian-ness. When was the last time you saw commercials on television of snotty nosed hockey-sweatered Canadian kids gathering at Timmie’s for hot chocolate after practice? Where did those heart-warming shots of our camouflage-clad Canadian soldiers lining up at a Tim Hortons outlet in Afghanistan go? Have you seen any commercials in the last couple of years of polite, multi-ethnic Canadians rolling up the rim on a Vancouver street or on Signal Hill in St. John’s? No? That’s because the RBI bean counters were covertly diverting franchisee’s money into American corporate coffers and hoping because of our innate Canadian politeness we wouldn’t make a fuss.

Am I the only one who thinks Timmie’s lineups are getting longer?

Yep! The lineups at the drive-thru have been getting longer thanks to staff cuts. They’re messing with the quality of the products and franchisees are being pressured to cut costs in order to sustain American executives’ bonuses. Well, that’s just plain un-Canadian and, sorry, we’re having none of it. We can play dirty too. Tim Horton’s franchisees have declared foul and I for one am proud of them. Nobody takes our good nature for granted, hoping we’ll be distracted by Trump’s softwood lumber threats and free trade war. We’re lacing up our skates, putting our best offensive line out on the ice and fighting for our own double double truly Canadian cup. We were hoping it wouldn’t come to this but the RBI Americans have crossed the blue line once too often and we’re calling a penalty. Team Canada is dropping the puck at centre ice and taking our shot. It’s going to be a barn burner.

P.S. July 13, 2017: The Toronto Star ran this article about the issue a couple of days ago: https://www.bloomberg.com/news/articles/2017-07-12/tim-hortons-operators-worry-chain-is-losing-its-canadian-culture

Click here to read Is Timmies still a Canadian cultural icon?

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Lynda Davis

As an early Baby Boomer, born in 1947, it seems to me that as we approach our retirement years, Boomers have gone from being the energy driving our nation to slowly becoming invisible. We risk losing our identity as society remains stubbornly youth-centric. And the irony is that Gen Xers and Ys are not the majority; we are. BOOMERBROADcast is my platform for being the voice of Baby Boomers, women in particular. We've generated a lot of changes over the decades but there's still a long way to go. After a 40-year career in the corporate world, I've taken up expressing the observations and concerns of our generation. Instead of pounding the pavement in my bellbottoms with a cardboard sign, I'm pounding my laptop (I learned to type on a manual typewriter and old habits die hard). If you have issues or concerns you would like voiced or have comments on what I've voiced, I'd love to hear from you. We started breaking the rules in the sixties and now that we're in our sixties it's no time to become complacent. Hope you'll stay tuned and if you like BOOMERBROADcast, share it with your friends. Let's rock n' roll! If you would like to be notified whenever I publish a new posting, click on the little blue box in the lower right of your screen that says +Follow→ Lynda Davis

This Post Has 2 Comments

  1. Again, Lynda, clever writing! Plus, I agree with you!

    1. Thanks so much.

      Lynda Davis Follow my blog at: http://www.boomerbroadcast.net Social commentary on life from a Boomer Broad’s perspective e-mail: lyndadavis1@yahoo.ca

      For further insights into the Boomer perspective on business, fashion, mind and body, order my new book, BOOMERBROADcast. It makes a great hostess, birthday or Christmas gift. Click on this link: http://www.lulu.com  or http://www.amazon.com

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