Can having too many different donuts be hurting Tim Hortons? According to new chief executive officer of Tim Hortons, Marc Caira, the donut and coffee are offering too many selections of donuts, which are slowing down the service. Not only that, but they need to put in place more signature and unique items to separate themselves from other competitors like McDonald’s. Caira believes that what is needed in the chain is “streamline offerings”, innovation to coffee and other products, and healthier and alternative beverages for those who do not drink coffee. By eliminating the vast selection of items they offer, Caira thinks that they will be able to provide quicker and better customer service.
Innovating and differentiating their products from their competitors can really be to their advantage. By doing this, they are establishing points of difference and this enables them to distinguish themselves from their rivals. At the same time, Tim Hortons does risk losing customers who are dissatisfied with new items or due to the decrease in the various donuts they currently offer. Although innovation can lead to success, one must also consider the risks that they face.