This week, a study conducted by Ipsos showed that the popularity rating of Tim Hortons, the much-loved Canadian coffee chain, dropped drastically in 2017.
Following this announcement, several ex-clients have intervened to contribute their opinion concerning Tim Hortons standing on the charts, and some trends and commonality between feedback slowly started to surface.
First, feedback surrounding the sudden and drastic drop in quality of their products was most obvious. Some claiming they no longer visit because it's clear the restaurants are not adequately maintained and appear dirty. Others insist that the suppliers must have changed because the quality just isn't the same anymore. And last, customers straight-up claiming the "quality of the coffee has changed."
We also noticed consumers making statements about how they would like to eat healthier, and after being bought out by Burger King, Tim Hortons just doesn't provide the menu items for that type of diet.
Another group of complaints surfaced about the quality of the actual service, claiming that "they always mess up orders." Others made thoughtful comments about the unrealistic prep-time standards. When you're pressured to make a sandwich in 30 seconds, it's going to eventually take its toll. That pressure beating down on employees has slowly affected the quality of the food and its preparation over time.
Lastly, we see some feedback about the overall lack of choice and selection on their menu. Claiming that "it's always the same options" and "their coffee is just undrinkable" The people have spoken and the people want variety!
I must admit to agreeing with some points. Especially with the feedback regarding the service. It is true that employees are under an insane amount of pressure, which in the long-run, must be detrimental to their work. When companies treat their employees like robots, it's bound to affect morale over time.
The company will have to make efforts if it wants to prevent things from getting worse this year, especially following the scandal related to the decline in employee benefits directly related to the rise in the minimum wage.