There are few brands more beloved in Canada than Tim Hortons. That is why it was no surprise when the announcement of the $12.5 billion merger between Tim Hortons and Burger King in August ignited much debate. In particular, many Canadians have voiced their disapproval against the merger, worried that their beloved “Timmy’s” would be Americanized by Burger King, and would no longer be the national icon that is now a part of the Canadian experience.
From the consumer’s perspective, nothing will really change except their mindsets. According to the two franchises’ statements, their menus, choices and values will remain independent and unchanged. Instead, the deal will bring more opportunities for Tim Hortons to expand in America and internationally, which is something that it has struggled with. Additionally, Tim Hortons was owned by another American fast food franchise, Wendy’s, for eleven years (from 1995-2006), and yet, its brand has remained intact.
Therefore, Tim Hortons and Burger King should proceed with the merger. If Tim Hortons stores remain restricted to Canadian locations, it will hinder their chances of development as it is already highly saturated in Canada. Even if Canadian customers are first repelled by the idea, after they realize that the quality and essence of Tim Hortons have not been diluted, they will return. As a result, Tim Hortons will gain a new market of international customers, and still retain the majority of their Canadian customers.