Almost Everyone Has Heard of Cost Cutting at Tim Hortons

Almost Everyone Has Heard of Cost Cutting at Tim Horton's

Price increases a divisive topic

Toronto, January 15th – In a random sampling of public opinion taken by The Forum Poll™ among 1022 Ontario voters, more than 9 in 10 (TOP2: 91%) say they are aware of some Tim Horton's franchisees removing paid breaks and other incentives from employees in order to cut costs, with three quarters (76%) saying they are very familiar. Fewer than 1 in 10 (BTM2: 9%) say they aren't very aware.

Amongst both occasional and regular consumers awareness is high. Awareness is highest amongst occasional visitors that visit Tim Horton's once per month (94%), and amongst regular consumers who visit several times per week (96%) or almost every day (93%).

Amongst those aware of the cost cutting measures by some franchisees, opinion divided

A third (35%) say their friends or colleagues would support increasing the cost of menu items to restore paid breaks and other incentives to employees that lost them, while just over a third (39%) say their friends or colleagues would oppose increasing the cost of paid menu items to restore paid breaks and other incentives.

About one sixth (14%) say that they wouldn't have an opinion one way or the other, and a similar proportion (13%) say they do not know.

Respondents most likely to say their friends or colleagues would support increasing the cost of menu items include those aged 65+ (45%), earning $40,000-$60,000 (36%), $80,000-$100,000 (39%), or the most wealthy (39%), with a college/university (35%) or post-graduate degree (38%), living in Eastern Ontario (45%), and supporting the Liberals (49%).

Respondents who frequent Tim's less often, either less than once per month (40%) or once per month (41%) are the most likely to say their friends or colleagues would support a price increase.

Respondents most likely to say their friends or colleagues would oppose increasing the cost of menu items include those aged 35-44 (50%), males (45%), earning $60,000-$80,000 (47%), living in the 905 (44%) or Southwestern Ontario (41%), and supporting the PCs (47%).

Respondents who frequent Tim's more often (once per week, almost every day, every day, or more than once per day) are far likelier to say their friends or colleagues would oppose an increase to the cost of menu items, withthree-quarters (73%) of those that visit Tim Horton's more than once a day being the most likely.

 

“Almost all Ontarians are aware of the controversy caused by some Tim Horton's franchisees when they decided to cut costs by removing paid breaks and other incentives from employees after wages went up," said Dr. Lorne Bozinoff, President of Forum Research. “But the opinion on menu price increases to restore these incentives was divided: the plurality said their social group would oppose higher prices, but almost as many said their peers would support higher costs."

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.