In coordination with my blog regarding Tim Hortons potential internationalization, personally I think reducing the menu size to increase service efficiency is a very smart move. In my blog, I expressed how Tim Hortons needs to slow down somewhat and reestablish themselves as Canada’s favorite place for coffee and donuts prior to expanding internationally. A cost efficient strategy in doing so, is to reduce menu choices, therefore improving service and efficiency. As this blog author agrees that Tim Hortons should increase efficiency, he suggests they increase staff training and market the efficiency of its brand. However, new and improved staff training programs are expensive. In addition, fast food restaurants such as Tim Hortons have high employee turn over rates, which suggests that the cost of these new programs will sum to be very expensive, as they will have to keep on training new employees. In the original article, Caira is quoted pointing out that they will not simply eliminate items off the menu, rather relocate items to different areas of the menu (for example, paninis going from the lunch to breakfast menu). This is of minimal cost to Tim Hortons, and consumers are technically not lacking any menu choices.

My original blog: https://blogs.ubc.ca/haydenamundson/2013/11/12/tim-hortons-wants-to-go-international-but-what-about-their-fellow-canadians/

Blog responded to: https://blogs.ubc.ca/brianchung/2013/11/12/tim-hortons-reducing-menu-size/