Recently, I came across a blog post written by a fellow classmate, regarding Tim Horton’s decision to reduce menu items. Cynthia Chang claimed that to increase store efficiency, it is essential for Tim Horton’s to focus on selling the more ‘popular’ items on their menu. Based on my analysis of Porter’s Generic Strategies, I agree that Tim Hortons will increase efficiency by decreasing differentiation.
However, I believe that Tim Hortons should go beyond eliminating products on their menu. Tim Hortons value proposition is to offer top quality products while promoting exceptional service to customers. Over the past couple years, Tim Hortons desperately tried to compete with companies like McDonald’s by offering a whole new variety of products. While I am impressed by the new products they offer such as the Beef Lasagna Casserole and the Jalapeno Biscuit Breakfast Sandwich, I feel that they are trying to enter a market they do not specialize in. Such efforts remind me of Amazon’s futile attempt to create their own shipping company. As a result of the new products, Tim Hortons has compromised both the quality of their products and the great service they once provided. Is it really worth it?
References
https://blogs.ubc.ca/cynthiachiang/2013/11/15/tim-hortons-should-shorten-menu-to-shorten-line/
Tim Hortons is a popular coffee and fast food chain known for its signature coffee, donuts, and sandwiches. It’s often seen as a quintessential part of Canadian culture, but its appeal extends globally. Whether you’re grabbing a quick breakfast or enjoying a cozy coffee break, Tim Hortons offers a familiar and comforting experience for many people. What’s your favorite item on their menu?