TIM HORTONS' TAKES A HIT IN BRAND REPUTATION SURVEY
Apr 05, 2018
By Bob Komsic
Tim Hortons, traditionally one of the companies most admired by Canadians, has tumbled in the annual ranking of 100 businesses.
The Leger survey found the icon coffee company fell from 4th to 50th this year, attributing the drop to the public relations hit Tim Hortons took in Ontario’s ”minimum wage war”.
Although the controversy over a number of franchisees cutting workers’ benefits to offset the costs was centred in this province, the survey found the effect was far-reaching as, for example, Tim Hortons even saw its reputation slip in Quebec.
The Retail Advisors Network thinks the restaurant chain should be worried by the survey results and concerned about losing business to the competition.
Meanwhile, Sears slipped 61 spots in the survey, falling right out of the 100 companies.
The top 10 are Google, Shoppers Drug Mart, Canadian Tire, Sony, Samsung, Microsoft, Dollarama, Kellogg’s, Campbell’s and Kraft.