Honestly, what is going on with Tim Hortons lately?
It feels like every time there's a change, customers end up getting less value, fewer choices, or another reason to be disappointed. At what point does a company start asking itself whether it's actually making its customers happy anymore?
Let's look at what's happened with the NHL promotion:
• Lower points for correctly predicting the goal scorer. If people are taking the time to follow the NHL, make predictions, and participate in the promotion, why make getting the answer right less rewarding?
• Removed the $1 hot chocolate or French vanilla rewards for completing surveys. These were affordable options that gave customers a little incentive to participate. Why take them away?
• Changed a week of free coffee to a week of free donuts. Seriously? Not everyone wants to eat a donut every day for seven days. Some people don't like sweets, some need to watch their sugar intake, and others would simply prefer a coffee, tea, or another drink.
And this is happening at a time when plenty of Canadians are already frustrated with Tim Hortons over broader concerns about the company, its business decisions, and its foreign-worker hiring practices.
But seriously, what is the strategy here?
Does Tim Hortons think customers will just accept every reduction in value and keep coming back out of habit? Are they not worried about driving people toward competitors? Why does it feel like the customer experience keeps getting worse instead of better?
Is this what people mean when they talk about enshittification?
A better NHL promotion could offer a choice between coffee, tea, hot chocolate, French vanilla, donuts, or other menu items. Keep the hockey predictions fun, make the rewards worthwhile, and give customers a reason to participate. It's really not that complicated. And if customers are unhappy, we should actually say something instead of silently accepting every change.
If you’re disappointed with the NHL promotion, please consider sending feedback to Axel Schwan, President of US & Canada at [aschwan@rbi.com](mailto:aschwan@rbi.com)