About Half View Tim’s image as positive, overall

| Filed under: National, Business

About Half View Tim’s image as positive, overall

But about two-fifths say they visit less than they used to

Toronto, April 23rd –  In a random sampling of public opinion taken by The Forum Poll™ among 1585 Canadian voters, (75%) say they consider themselves a customer of Tim Horton’s, with one-quarter (25%) saying no.

Customers of Tim Horton’s are likely to include those aged 34 and younger (80%), 35-44 (77%), or 45-54 (77%), earning $80,000-$100,000 (79%) or the most wealthy (82%), living in Ontario (80%), the prairies (MB/SK)(82%), or Alberta (80%), and supporting the Conservatives (79%) or Liberals (80%). English-speakers (78%) are significantly more likely to consider themselves an occasional customer than French-speakers (67%).

Frequency of purchase

A quarter (28%) of customers make a purchase less than once per month. One-fifth (19%) say they make a purchase at Tim’s once per month, while a quarter (26%) say they make a purchase several times per month.

1 in 10 (10%) say they make a purchase once per week, while the same proportion (10%) says they make a purchase several times per week.

Fewer than 1 in 10 (6%) say they make a purchase almost every day, while an equal proportion of customers say they either make a purchase everyday (1%) or more than once per day.

Purchase behavior past versus present

The plurality of respondents (43%) say that their purchasing behavior hasn’t changed, saying it’s about the same as it is now.

However, one-fifth (18%) say that they visit Tim’s a little less than they did before, and the same proportion (18%) says they visit a lot less than they did before.

About 1 in 10 say they visit a little less than before (11%), while a similar proportion (8%) say they visit a lot more than before.

Few (1%) weren’t sure whether they visit more or less than they did previously.

Half see Tim Horton’s brand image as favourable

Currently, about half (TOP3: 50%) see Tim Horton’s brand positively, with 1 in 10 (10%) saying it’s excellent. About one-quarter (BTM3: 23%) see Tim Horton’s brand negatively, with fewer than 1 in 10 (6%) saying it’s terrible.

 About one-quarter (22%) say that Tim’s reputation is average, with few (5%) saying they do not know.

Two-thirds (69%) of those that visit Tim’s almost every day see the brand favourably.

More than three-quarters (79%) of those that say they visit a little more than before, and a lot more than they did before (79%), view Tim Horton’s favourably over all.

Almost a third (29%) of those that visit Tim’s several times per week say that they see the chain unfavourably.

About half (49%) of those that say they visit a lot less than they did before view the chain unfavourably.

 

“Generally, half of Canadians see the Tim Horton’s brand favourably,” said Dr. Lorne Bozinoff, President of Forum Research. “That’s the good news. The bad news, however, is that more people say they are visiting Tim’s less often, than more often. Of the people who are visiting less often, half said they view the brand unfavourably. It seems plausible that the negative attention that Tim’s has seen over the past few months has begun to affect their customers.”

Lorne Bozinoff, Ph.D. is the president and founder of Forum Research. He can be reached at lbozinoff@forumresearch.com or at (416) 960-9603.