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Timmie come home. We miss you and we need you.


Bring back the old Timmies we knew and loved.

We knew it would happen didn’t we? It was a predictable outcome when American/Brazilian-owned Restaurant Brands International (who also owns Burger King) bought Canadian icon Tim Hortons in 2015. When the Canadian-themed commercials disappeared from our televisions, so did the level of service and quality of the products. It’s now strictly a numbers game for the big business that owns Timmies.

I may be going out on a limb here but I’m pretty sure Canadians wouldn’t mind paying a few pennies more for their daily double-double and maple glazed donut to have them freshly made in-house and promptly served by happy people who receive benefits. We don’t ask much. After all, we’re Canadian. But the natives are restless and unless Tim Hortons takes drastic steps to improve service and quality of their products without penalizing their employees’ benefit plans, we could be screwed—by foreign owners. Oh, that it should come to this.

What can we do?

We hate to say “We told you so” but . . . customers are unhappy; franchisees are unhappy; employees are unhappy. Stock prices are going cold. Under American leadership, Timmies has lost its basic Canadian flavour, its essence. Being a good corporate citizen is about more than the bottom line and we are sure that bottom line would bounce back up if they treated their customers, employees and franchisees with more respect. Taking care of each other is the Canadian way.

Should we pass the toque and buy back what should still be ours? We could have bake sales (ironic!), get the Leafs to play a charity fund-raiser game (after all, do they really deserve to get paid for what they do?), get little kids in red mittens with donation boxes around their necks to stand in their skates outside Beer Stores, ask Justin and the missus to put on their Indian costumes and pray?

There has to be a way we can bring Tim Hortons home again. It’s our heritage, our right and should still be our Timmies. The CEOs in charge in 2015 should have never sold out and now all Canadians are paying the price. Get out the old handbook—the one that spells honour and flavour with a “U” and films its commercials in places like Grande Prairie and Chicoutimi—before the Yanks messed with our special formula, our secret recipe. We’re dyin’ here. We need to buy back our Timmies.

Here’s what I posted in 2015 when Restaurant Brands International took over:

Is Timmies still a Canadian cultural icon?

For better or worse?

For better or worse? No longer Canadian.

Canadian Baby Boomers remember the real Tim Horton—the handsome young hockey player who helped the Toronto Maple Leafs win four Stanley Cups back in the sixties. Tim Horton was killed in a tragic car crash in 1974 shortly after one of his entrepreneurial endeavours had just started up. Tim Hortons was originally just a system of franchised donut/coffee shops in Ontario and grew to become a national icon, representing everything Canadian. In fact, I think they should change their corporate colours to red and white.

Is there a Canadian alive who hasn’t at least once walked down the street with the iconic brown cup in hand? Over the years, customers have supplied the material for Timmie’s feel-good commercials showing young kids and parents getting into the car on freezing winter mornings to drive to the hockey rink; our soldiers enjoying Tim’s in faraway desert postings, and seniors meeting over a newspaper for an early morning assessment of the world situation at their local Tim Hortons.

The upside. Mmmmm.

The upside. Mmmmm!

When American-owned Restaurant Brands International (owner of Burger King) purchased Tim Hortons, Canadians were collectively horrified, nervous and skeptical that our national identity would continue being treated with the respect it had earned over several decades. I think enough time has elapsed now that we can make a fair evaluation. I haven’t really seen any major change in the quality or choice of food and beverages being offered. They offer menu items that are fast and affordable, with seasonal promotional treats. I am concerned, however, that they might diversify too much into fast food menu choices which are bound to affect the culture.

What I have noticed, however, is that the always-slow lineups are growing longer and slower. Where there would generally be eight or ten people ahead of me, there are now eighteen or twenty. I recently waited so long in a line at Tim Hortons on Mavis Road in Mississauga that my roots need retouching. If there’s a lineup of cars extending down the street waiting for the drive-thru, I often opt to park the car and line up inside only to find that the drive-thru is still moving faster. I do miss those feel-good Canucky commercials though. Please tell me they’re not using an American ad agency now too. Where are the scenes of red maple leaf mittens hugging a hot chocolate, the maple donuts, all the pedestrians cradling a cup of Tim Hortons as they make their way through daily life?

The downside of Tim Hortons - the #@$%^&$ lineups.

The downside of Tim Hortons,

the #@$%^&$ lineups.

While I am politely (like any good, true Canadian) waiting in the Timmies lineup for the seasons to change or my Canada Savings Bonds to mature, it gives me time to look around and appreciate the common denominator that brings every ethnicity together under that ubiquitous brown and cream-coloured logo every day. It’s a reminder to be thankful I’m living in the best country in the world where we don’t have to clutch our precious children and flee down railroad tracks, over mountains or cross seas in leaky boats to simply be safe while drinking our morning coffee or steeped tea. We are fortunate that we’re not living in refugee camps because our lives were at risk in the place we once called home.

Every single one of us now living in Canada is the product of an immigrant. The next time I’m tempted to become impatient with the lineups at Tim Hortons, I’ll stop and think about those millions of people lining up to flee terrorism in their own homelands who would give anything to be in my place. The fact that many Tim Hortons are owned, staffed and frequented by immigrants is a testament to our tradition of welcoming newcomers to our country. We can only hope that the world leaders will soon get their act together and come up with a solution that will allow these families to rebuild their lives in safe, new countries such as Canada, or better still, to live safely in their home country.

Maybe we should export Tim Hortons to the Middle East, invite opposing sides to sit down and talk over a steeped tea or dark roast with some Timbits, and perhaps they would see that we’re not so different after all. We can all get along. Under that iconic logo we’re polite to each other; no one’s packing a gun; we’re not ducking mortar shells, and we’re sharing warmth and friendliness in a place we all love. You can’t get more Canadian than that—unless we bring the Stanley cup back to Toronto. We can only hope.


2 Comments

Is Timmies still a Canadian cultural icon?


For better or worse?

For better or worse?

Boomers remember the real Tim Horton—the handsome young hockey player who helped the Toronto Maple Leafs win four Stanley Cups back in the sixties. Tim Horton was killed in a tragic car crash in 1974 shortly after one of his entrepreneurial endeavours had just started up. Tim Hortons was originally just a system of franchised donut/coffee shops in Ontario and grew to become a national icon, representing everything Canadian. In fact, I think they should change their corporate colours to red and white.

Is there a Canadian alive who hasn’t at least once walked down the street with the iconic brown cup in hand? Over the years, customers have supplied the material for Timmie’s feel-good commercials showing young kids and Dads getting into the car on freezing winter mornings to drive to the hockey rink; our soldiers enjoying Tim’s in faraway desert postings, and seniors meeting over a newspaper for an early morning assessment of the world situation at their local Tim Hortons.

The upside. Mmmmm.

The upside. Mmmmm!

When American-owned Burger King purchased Tim Hortons, Canadians were collectively horrified, nervous and skeptical that our national identity would continue being treated with the respect it had earned over several decades. I think enough time has elapsed now that we can make a fair evaluation. I haven’t really seen any major change in the quality or choice of food and beverages being offered. They offer menu items that are fast and affordable, with seasonal promotional treats. I am concerned, however, that they might diversify too much into fast food menu choices which are bound to affect the culture.

What I have noticed, however, is that the always-slow lineups are growing longer and slower. Where there would generally be eight or ten people ahead of me, there are now eighteen or twenty. I recently waited so long in a line at Tim Hortons on Mavis Road in Mississauga that my roots need retouching. If there’s a lineup of cars extending down the street waiting for the drive-thru, I often opt to park the car and line up inside only to find that the drive-thru is still moving faster. I do miss those feel-good Canucky commercials though. Please tell me they’re not using an American ad agency now too. Where are the scenes of mittens hugging a hot chocolate, the maple donuts, all the pedestrians cradling a cup of Tim Hortons as they make their way through daily life?

The downside of Tim Hortons - the #@$%^&$ lineups.

The downside of Tim Hortons – the #@$%^&$ lineups.

While I am politely (like any good, true Canadian) waiting in the Timmies lineup for the seasons to change or my Canada Savings Bonds to mature, it gives me time to look around and appreciate the common denominator that brings every ethnicity together under that ubiquitous brown and cream-coloured logo every day. It’s a reminder to be thankful I’m living in the best country in the world where we don’t have to clutch our precious children and flee down railroad tracks, over mountains or cross seas in leaky boats to simply be safe while drinking our morning coffee or steeped tea. We are fortunate that we’re not living in refugee camps because our lives were at risk in the place we once called home.

Every single one of us now living in Canada is the product of an immigrant. The next time I’m tempted to become impatient with the lineups at Tim Hortons, I’ll stop and think about those millions of people lining up to flee terrorism in their own homelands who would give anything to be in my place. The fact that many Tim Hortons are owned, staffed and frequented by immigrants is a testament to our tradition of welcoming newcomers to our country. We can only hope that the world leaders will soon get their act together and come up with a solution that will allow these families to rebuild their lives in safe, new countries such as Canada, or better still, to live safely in their home country.

peace1Maybe we should export Tim Hortons to the Middle East, invite opposing sides to sit down and talk over a steeped tea or dark roast with some Timbits, and perhaps they would see that we’re not so different after all. We can all get along. Under that iconic logo we’re polite to each other; no one’s packing a gun; we’re not ducking mortar shells, and we’re sharing warmth and friendliness in a place we all love. You can’t get more Canadian than that—unless we bring the Stanley cup back to Toronto. We can only hope.

Wishing everyone peaceful thoughts, especially today—September 11, 2015.

 

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