Tim Hortons seems to be losing favour with Canadians, as they have dropped 25 points and slid down more than 40 spots from 2017 in the yearly corporate reputation ranking survey.
Tim Hortons was in 4th place, but plummeted to 50th out of 100 companies Canadians admire most, in a study executed by Leger and National Public Relations.
Rick Murray, National’s managing partner says in the report that Tim’s was “a perennial top five brand that we’ve previously believed impervious to issue, but has fallen mightily in the court of public opinion.”
Tim Hortons faced huge backlash and negative publicity as some of it’s Ontario franchisees reduced employee benefits, such as paid breaks, in response to the minimum wage increase. Some franchisee’s claimed that corporate did not provide any assistance with the sudden increase.
2,100 respondents 18 years and older participated between December 19, 2017 and Jan 29, 2018.
The Marketing Research and Intelligence Association, which is the polling industry’s professional body, says online surveys cannot be assigned a margin of error because they do not randomly sample the population.
With files from The Canadian Press