It’s a shocking slide in brand reputation. Tim Horton’s is consistently one of the most admired brands in Canada. Now probably because of a fair wage controversy the brand’s popularity has plummeted to #50 in 2018 down from #4 last year.
People are looking at the “cozy Canadian brand” quite differently. There is heavier competition in the coffee business now but one expert thinks Tim Horton’s could turn it around with a perception of fairer wage and work standards. Meanwhile, less rims are being rolled up
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