Description: Have you ever spent too much time in a Tim Hortons drive thru, wondering why things take so long? It appears you may not be alone. Tim Hortons is looking at going back to basics of coffee and doughnuts, after many attempts at expanding its menu offerings. The plans also include improving the drive thru and the loyalty card program. Meanwhile, a number of franchisees upset by changes at the coffee chain are continuing on with their legal action.

Date:  January 29, 2020

Source:  financialpost.com

Link: https://business.financialpost.com/news/retail-marketing/double-double-and-doughnuts-tim-hortons-seeks-return-to-what-its-famous-for-amid-sales-slump

Discussion points:

1) Are you a fan of Tim Hortons? If so, what do you like about the chain? What don’t you like?

2) Have you ever wondered if Tim Hortons’ expansion into so many lines of business was a good strategic move?

3) In Chapter 9 of Wiley’s Financial Accounting: Tools for Business Decision-Making, we read about accounting for trademarks. What would an accountant have to be aware of in recording the value of a trademark like Tim Hortons?