Tim Hortons drops from 4th to 50th place in Canadian brand reputation survey

Apr 6 2018, 4:24 am

Tim Hortons has suffered a major blow in the eyes of Canadians, according to a new brand survey.

The 2018 Corporate Reputation Study conducted by Leger showed that Tim Hortons fell from 4th to 50th place in this year’s rankings.

Corporate Reputation Study/ Leger

“Most of us would think this company would be forever in our top five…or at the worst top 10. Well, Tim Hortons moved from 4th place to 50th, losing a full 25 points in the process,” said Christian Bourque, Executive Vice-President of Leger.

Bourque went on to explain that the company’s stance on minimum wage had a huge impact on its plummeting popularity.

In January, news broke that Tim Hortons locations in Ontario were cutting paid breaks and other incentive programs for staff due to the minimum wage increase that came into effect in the province on January 1, 2018.

As a result, Tim Hortons employees and customers rallied on the streets and called for a boycott of the popular national coffee and food chain.

“The ‘minimum wage war’ has only one victim and it’s the corporate giant. If you think it only hurts Tim’s in Ontario, you would be wrong. It lost 17 points in Quebec right next door,” said Bourque.

According to the survey, the top ten most admired brands in Canada are:

  1. Google
  2. Shoppers Drugmart
  3. Canadian Tire
  4. Sony
  5. Samsung
  6. Microsoft
  7. Dollarama
  8. Kellogg’s
  9. Campbell’s
  10. Kraft

The study conducted by Leger, assessed 241 companies from 28 business sectors to see which brands were most favoured by Canadians. Each company was assessed by 2,100 Canadians in an online questionnaire format.

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