What mattered is that since RBI took over, Tim Hortons has been perceived to be acting in a way that seems antithetical to Canadian values. Indeed, Timmies was owned by the American company Wendy’s for years, before regaining independence and restructuring as a Canadian public company in 2009. RBI is majority-owned by the Brazilian investment company 3G Capital but the fact that Tim Hortons was no longer properly Canadian needn’t have been a problem. Sholz attributes much of this dip to a longstanding, and increasingly acrimonious, row between Tim Hortons franchisees and the relatively new parent company, Restaurant Brands International (RBI), which was formed in 2014 when Burger King merged with the coffee chain. ![]() “We’ve been doing this study for 20 years and they’ve been at the top 10 every year, except for once when they were number 13,” Dave Scholz, the executive vice-president of Leger, told the Guardian. This was announced only a few weeks after Tim Hortons dropped from number four to 50 in an annual survey of corporate reputation by research firm Leger. ![]() In May, for example, the company fell from 13th place to 67th place in a study tracking Canada’s most reputable companies. But while the popular purveyor of caffeinated patriotism may have burrowed its way into the national psyche, there are signs that it is beginning to lose its hold on Canadian hearts not a week seems to go by without a new negative headline about Tim Hortons.
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