The New CEO of Tim Horton’s, Marc Caira, hopes to be more competitive in the market by improving customer service. He wants to cut down the amount of choices on the menu, which contains 60 rotating flavors of donuts, in order to increase speed and efficiency in stores.

This method is similar to Porter’s cost leadership strategy. Caira aims to move away from product differentiation but to focus more on efficiency in distributing products. He wants to make sure consumers are not waiting in line and get good quality service fast. I think that having efficiency at a restaurant is one of the most appealing attributes. However, I don’t think Caira should decrease menu options because people love knowing that they have the power to choose between different options. I think that Caira should focus more on staff training and development to emphasize efficiency in its brand. If the staff could be trained to work in an efficient manner, while the Tim Horton’s menu still includes all of its many choices of food, it will attract even more consumers to eat there. Although not easy, Tim Horton’s should focus on both keeping its expansive menu and increasing store efficiency.

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Works Cited:

“New Tim Hortons CEO Wants to Simplify Menu, Speed up Service.” CBCnews. CBC/Radio Canada, 17 Sept. 2013. Web. 12 Nov. 2013.

Tom Hortons Donut Coffee. Digital image. N.p., n.d. Web. 12 Nov. 2013.