Tim Horton's has fallen behind on their game for a few years now. Time and after time, we see examples of Canadians claiming: "Tim Horton's used to be better."

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TL;DR Despite alleged consumer criticism, Tim Horton's third quarter earning report has revealed a steady increase in sales in new Canadian restaurants. Tim Horton's attributes this boost to the introduction of all-day breakfast and updated restaurant interiors. However, there is likely a more subtle and invisible factor at play.

Since mega American food chain Burger King acquired the iconic Canadian company in 2014, nothing has been the same.

For Canadians this aquisition felt like a betrayl of the deepest kind. 

Burger King began rubbing it's greasy American fast food fingers on everything, and Tim Horton's just wasn't the same anymore, in a literal sense - they actually changed the food, but most importantly - in a deeper emotional sense.

As brand Tim Horton's carved an identity for Canadians, but now backed by greedy American corporation - literally the antithesis of the Tim Horton's values - Canadians figured, why bother supporting Tim Horton's.

As a result, coffee consumers took their travel mugs to other ubiquitous American-owned franchises like Starbucks and Macdonald's. 

Overtime, Tim Horton's struggled to keep up with the offerings of their competitors, all the while attempting to clumsily capture Canadian values like family, friendliness, charity, community, and of course – hockey.   

That said, we Canadian's couldn't possibly hate Tim Horton's forever.

As we often see, the pendulum of commerce often swings one way for a bit, and eventually "corrects" itself and swings back the other way.

Just look at proudly American apparel brand Tommy Hilfiger, for example.  Huge in the 90's. Absolutely dead to the point of no revival in the early aughts. And now, bigger than ever. 

Looks like Tim Horton's is having a Tommy Hilfiger moment; it's time to shine is coming again.

The company's third quarter earning report has revealed a steady increase in sales in newly opened Canadian restaurants. 

Tim Horton's attributes the boost in sales to a few factors: the launch of all-day breakfast and restaurant interior re-design and updating.

However, it's likely that there is a third and invisible variable at play.  

Canadians are longing to support Canadian businesses and values again; national pride is at an all time high. 

Way deep under the radar of  our everday awareness, this emotion and desire drives consumer choices. 

@timhortonsembedded via  

By default we assume that crude logic and reason is used when making a seemingly easy decision like where to buy your morning coffee.

The truth is: with the dizzying amount of options we're given everyday as consumers, the only way humans can actually make a quick and efficient choice is to turn off the "logic" part of our brain and instead, turn to the more primitive and emotional part, which at the moment, is swelling with Canadian pride.

In the end, although all-day Tim's breakfast sandwich does sound delicious, these invisible factors influence choice much more than we think.    

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