Tim Hortons Inc. is now moving customers through some of its drive-in windows every 25 seconds, but the company’s new chief executive officer Marc Caira, says that’s not fast enough to thwart competitors threatening the iconic chain’s market share.
Tim Horton’s share of “quick service” restaurant-brewed coffee market slipped to 76.2 per cent from 78.1 per cent in 2009 and McDonald’s share rose to 10.7 per cent from 5.4 percent in that same span. This is a signal that is telling Tim Hortons to be aware of its competitors because they are “stealing” the share of coffee market. Decreasing each customer’s waiting time is an effective way to keep old consumers and attract new consumers in the terms of keeping a good customer relationships. As the “best in class” in speedy fast-food drive-through orders, Tim Hortons has to deal with the long lines for example by simplifying the food and beverage preparation process and restore confidence in the system.
Moreover, Tim Hortons needs to focus on the quality of coffee and build more innovation technologies into the beverages and food. Tim Horton’s competitor, McDonald’s has upgraded the quality of coffee, as an executive previously in beverage powerhouse Nestlé SA, the new CEO Mr. Caira can borrow from the playbook in Nestlé to introduce more innovation to coffee and other Tim Hortons offerings to lure customers.
Resources from: http://www.theglobeandmail.com/report-on-business/tim-hortons-vows-faster-service-to-fend-off-rivals/article14357952/