After reading Lucas Lo’s and Cynthia Chiang’s blogs about Tim Hortons’ menu issue, I change my point greatly. It is said that Tim Horton CEO Marc Caira’s hopes to cut down menu items in order to increase store efficiency.
It is really ridicules when it first came into my mind that such a huge chain store needs to reduce choices on menu in order to increase its efficiency. Because normally customers would make their own decisions when they are still in the line and then order directly so that the efficiency should not be affected. But my mind changed when I think about its value proposition, which is “offer top quality products while promoting exceptional service to customers” —–as Lucas said.
It may not so useful for Tim Hortons to provide a verity of food to satisfy different needs cause the customer group which would choose Tim Hortons is specific. For those who just want to have a seat for study, work or rest and those who simply want t o have a cup of hot drink to get warm, more or fewer choices of food and drinks may not influence their choices so much.
Instead, what about thinking of the issue that open the store under Sauder on weekends?