Follies of Tim Hortons
Posted June 6th, 2010.Categories: Corporate Follies
Looking back at a previous article of mine from September 2007, “What is Tim Hortons Hiding?“, where I shared about my personal investigation and infiltration of the Canadian coffee-shop giant’s main Ontario food processing facilities, I recently received some fresh comments on it. You can see them by scrolling to the bottom of that post.
To summarize, ‘John’ indicated in November 2009 that this Orwellian facility has now stepped up their security even further with the presence of a vehicle patrol. Does a facility without windows and identifying signage, surrounded by barbed wire, and manned by menacing guards at security checkpoints, really need to fortify itself with an additional level of surveillance? Obviously not, if they have nothing to hide from other would-be citizen journalists. It definitely seems excessive for a donut-making facility.
The more anonymously-named ‘Insider’, apparently a worker in that building, stepped up to the facility’s defense in December 2009, indicating that the security was just doing its job, chided me for putting myself in danger by placing my vehicle in the paths of large trucks (which must have been why that red-faced security guard pursued me with such haste – to kindly request I take photographs of their facility from a safer location), gave a beaming description of the office’s interior, and spoke highly of the workplace rapport… while offering precious little information, particularly as an employee of that same facility, to offset or defend the negative critique of Tim Hortons’ / TDL Group Corporation practices which were presented in the article, although he commended me for having written it.
Finally, just days ago, at the end of May 2010, ‘Mark’ indicated that he appreciated the article, while adding rather scathing thoughts about Tim Hortons management itself, even providing two websites (this one, and this one) which highlight reported unfortunate dealings which the Tim Hortons Corporation (TDL Group) has with its franchisees. This is certainly a side of the company we normally wouldn’t be aware of.
It seems that Tim Hortons has taken advantage of the fact that it has become embedded in the Canadian consciousness as a cultural icon (just as Coca-Cola is vital to the American soul, which was proved by the New Coke fiasco), but as succinctly pointed out by blogger OhRyan (amongst other issues), in comparison with most (including, of all places, McDonalds), Tim’s coffee’s taste is substandard – unless you soak it in cream and sugar. As well, their categorical ‘Always Fresh’ slogan contradicts the fact that the majority of the food was frozen off-site long before it is ever served to you. An even more eloquently written essay by Andrew Flemming says among other points for consideration, that “were it possible, the coffee served by Tim Horton’s would destroy the reputation of what has truly been handed down from on high.” Not to mention my own thoughts in comparing Timmy’s with Country-Style Donuts in a July 2006 post. Besides that, they apparently have had a hand in rewriting proposed municipal by-laws in Ottawa which attempted to restrict drive thru’s in downtown, and in a number of locations are now selling a 2010 calorie / 131 gram of fat concoction referred to as the “worst beverage in America“. Classy.
Despite these issues, it is definitely a successful business – when I go to the local gas station, which also contains a tiny Tim Hortons kiosk, there is an interminable line-up of individuals, eagerly shuffling forward for double-doubles, compared with the few who are just coming in to pay for their fuel. But, I asked in my September 2007 article, ‘Is this the same old story of a sprawling company just getting too bloated and arrogant, prioritizing the whims of its shareholders over the common good?’, and it appears to be increasingly true as time goes on. Those friendly Tim Horton restaurants you see at far too many Canadian street corners, as well as their overly touching commercials, and the brand’s ’s integration in Canadian culture, seem to be a cunning facade for a company which is increasingly distancing itself from the more wholesome principles it used to be known for.


