I came across a fellow classmate Brian Chung’s blog post, discussing how he indeed disagrees with Tim Horton’s CEO, Marc Caira’s idea of cutting down the menu size. After reading his response, I found that I agreed with the CEO’s decision.

Brian discusses how “this method is similar to Porter’s cost leadership strategy. Cairo aims to move away from product differentiation but to focus more on efficiency in distributing products.” I agree with this decision since cutting down the menu size will allow customers to be more decisive, thus creating good and quick quality service. For example, when I walk into Tim Horton’s I already have a preconceived sense of what I will get. Now, all the other choices will just lead me to feel confused to what I should get, and this in turn will slow down the line, creating huge line-ups. Brian discusses how Tim Horton’s “should focus on both keeping its expansive menu and increasing store efficiency,” however, I feel that Tim Hortons should focus on keeping the popular options that people often consume and increase their store efficiency. Focusing on both keeping the expansive menu and store efficiency will deteriorate their focus and the goal of increasing store efficiency will actually plummet.

Works Cited:

“New Tim Hortons CEO Wants to Simplify Menu, Speed up Service.” CBCnews. CBC/Radio Canada, 17 Sept. 2013. Web. 12 Nov. 2013.

Chung, Brian. “Tim Hortons Reducing Menu Size!?” UBC Blogs. N.p., 12 Nov. 2013. Web. 17 Nov. 2013.