TORONTO — When Tim Hortons rang in the new year, it marked the occasion with a nod to its humble roots, bringing back a quartet of doughnuts, including some from its earliest days.
The short-lived reappearance of the Dutchie and blueberry fritter was meant to prime the country for the company's 60th anniversary, which arrived Friday, but its return was also a reminder of how much the chain has changed since its hockey star namesake opened the first location in Hamilton, Ont., in 1964.
"To get to similar market share numbers that we have in the morning will take some time, but that's totally OK," said Axel Schwan in an interview. “In a slowing consumer environment, might be feeling some pressures, but I think those who mention that are probably failing to see the forest for the trees,” said Danilo Gargiulo, a senior research analyst at Bernstein.He feels the company “has the potential to become the McDonald's of Canada," but that title hinges on it maintaining the right balance between coffers and coffee.
A Conservative MP even went viral last week with a rant about the plastic-free, fibre lids Tims has been trialling that she claimed “dissolve in your mouth.” She chalks some of that struggle up to the amount of brand awareness any chain has to build when it enters a new market, and the wealth of competitors, including homegrown restaurants that have been there far longer or that are competing on price.
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