This article highlights Tim Hortons potential aspirations to expand globally. In the article, Tim Hortons CEO Marc Caira explains how the company has been reevaluating the ways it can improve its reputation amongst consumers both in Canada and across the globe. Already Tim Hortons has expanded into the US, Qatar, United Arab Emirates, Kuwait and others. Even though Tim Hortons has the leverage to continue expanding across the globe, and improving their international reputation, are they just becoming another americanized fast food chain and in turn, sacrificing their special heritage, culture and connection with Canadians? As explained in the video below, investors looking for increased profits from Tim Hortons have also expressed they do not think further expansion outside of the Canadian border is wise. Even though my perspective is tainted as a student and have often seen Tim Hortons line’s outrageously large during break hours, it may be smarter for the company to first improve its “Timmy Me” app allowing consumers to pay through the app, improving convenience. This would certainly enhance the domestic reputation of Tim’s across all demographics. In turn, this would also gain back Tim’s edge over McDonald’s McCafe and Starbucks; two rapidly growing competitors.

Article describing Tim Hortons potential expansion strategy: http://www.theglobeandmail.com/report-on-business/tim-hortons-profit-climbs-8-as-us-sales-edge-higher/article15308632/

Video describing how investors are advisting Tim’s to not expand globally: http://www.theglobeandmail.com/globe-investor/inside-the-market/market-view-video/video-market-view-why-an-activist-investor-is-putting-the-heat-on-tim-hortons/article11650606/