Tim Hortons has not had a good year. The bleaguered Canadian coffee and fast-food chain has suffered publicity crisis after publicity crisis, resulting in a plummet in popularity among Canadians.
Once a staple of Canadian quotidian experience famous for its quirky novelty snacks that played to the national brand, Timmies has quickly fallen out of favour.
The company is in definite need of new initiatives to boost popularity. That might be why today news broke that it is officially testing a home delivery service for all menu items!
Customers can now forgo the notoriously long lines that pack Tim Hortons franchises every morning. In fact, patrons can skip their long morning detour to their local Timmies altogether.
Some lucky Canadians will be able to order through the Skip The Dishes food delivery app. Right now, the pilot program only covers Ottawa, Vancouver, and Edmonton. But if all goes well, Tim Hortons executives hope to offer the deliveries nationally.
The news is a welcome change in strategy for the age of phone apps and delivery services. The restaurant industry is definitely changing. Unless restaurants offer niche dining experiences, customers prefer to receive their food directly at their front doors.
Perhaps one day Tim Hortons will again climb to the peak of Canadian excellence. This is a good first step.