This morning I left my place at 7:00am to find a nice local café to recharge and catch the morning news. I just took part in the mass migration that is Montreal Moving Day, and after one week of getting settled, I feel ready to explore the diverse eateries and popular meeting places that my new neighbourhood has to offer.
I was walking along the neighbourhood's main commercial thoroughfare when I was struck with a pretty incredible realization: I can't remember the last time I went to Tim Hortons.
When I happened upon my local franchise, I wondered what had kept me away for so long and why I still had no inclination to give the company my patronage now. I settled in a bright café down the street, did some research, and came across some pretty startling news.
Canadians are sick of Tim Hortons. And that's not all. Canadians are also losing faith in the company that once occupied a high pedestal in the national imagination.
In a recent poll by the Reputation Institute that lists the most reputable companies in the country, Tims Hortons earns the distinction of the company with the "fastest falling" rank. According to the poll, Canadians have become increasingly "concerned for" its "employees' well-being" and business transparency.
Moreover, fewer Canadians are likely to buy from the brand or recommend it to a friend. That means new Canadians might forego the once popular marker of Canadian residency.
All that amounted to a rankings plummet out of the top 50.
Timmies has long been a staple of the Canadian quotidian experience. Its coffee and treats are a rite of passage for newcomers. Its novelty items have made headlines in the past. So this news is not only surprising, it's disheartening.
One factor in particular hasn't helped the company: its absorption into the American Burger King conglomerate. When the two companies merged, Burger King effectively became a Canadian company, but its brand is still most identifiably American.
At a time when Canadians are making a push to buy local and boycott American products in response to Trump's Trade War, that's not good.
It also doesn't help that Timmies has made a mockery of Canadian cuisine with some of its latest products. Last month, Canadians took to twitter in a viral trend to make fun of the revolting Tim Hortons poutine.
In the meantime, we should continue to support local Canadian businesses. There's no telling when Trump's trade war could take a turn for the worse.