Timmie’s tops in customer satisfaction
Starbucks and Tim Horton’s lead in
Canada
TORONTO
April 8th, 2016 - In a random sampling of public opinion taken by
the Forum Poll™ among 1326 Canadian adults, Tim Horton’s is seen to have the
best customer satisfaction among Canada’s leading coffee shops, and it is
closely followed by Starbucks, which, however, draws fewer customers.
Overall,
more than 8-in-10 Canadians are satisfied with Tim Horton’s (82%), and as many
as one half are “very satisfied” (52%). Incidence of visiting Tim’s is close to
universal (89%). Average score for Tim’s is 3.3 out of 4.0.
About
one half of Canadians have visited a Starbuck’s (49%) and more than 8-in-10 of
these patrons are satisfied (82%), although somewhat fewer than at Tim Horton’s
are “very satisfied” (42%). Starbucks’ average satisfaction score is 3.2 out of
4.0.
After
these two market leaders, Second Cup, visited by about one quarter (27%), is
seen to be satisfactory among 8-in-10 (81%), and just fewer than 4-in-10 are
“very satisfied” (42%). The average score for Second Cup is 3.1 out of 4.0.
AL
Van Houtte is visited by very few as a Quebec regional chain (7%), but it
scores three quarters for satisfaction (76%) and one quarter for “very
satisfied” (26%). Its average score is 3.1.
Timothy’s
(visited by one tenth, or 11%) has a satisfaction score of 7-in-10 overall
(71%), while more than a third are “very satisfied” (36%). Average satisfaction
score for Timothy’s is 2,9 out of 4.0.
Coffee
Time falls at the bottom of this list, visited by about one tenth (9%) and seen
to be satisfactory by just two thirds (62%), while as few as 3-in-10 find them
very satisfactory (29%). Their average score is just 2.7 out of 4.0.
“It wouldn’t be too hard to guess the
results of this survey, given Canadians’ attachment to the iconic status of
Timmie’s. Starbucks may have more blends, and others may sell a product more
closely resembling coffee, but it is to Tim’s that Canadians turn when they
need a coffee fix (and don’t forget the crullers),” said Forum Research President, Dr. Lorne Bozinoff.
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.
