It smells good! This coffee brand is boycotted and trusted at the same time!

Tim Hortons, a chain coffee brand originated in Canada, as a Canadian national coffee brand, has captured the hearts of many Canadians with Double Double coffee drinks and doughnuts.

According to a survey by Morning Consult, a data intelligence company, the most trusted brand for Canadians is Tim Hortons. The results are based on a survey of 4768 Canadians from March 3 to April 3. Canadian adults trust Tim Hortons more than other brands, including McDonald's and Starbucks.

As of May 2022, Tim Hortons had more than 3900 stores in Canada, according to Yahoo News. Morning Consult said the number of Tim Hortons stores was one of the factors driving the brand to become one of Canada's most trusted brands, and that the real distinction between Tim Hortons and its competitors was due to Canadian national pride in the brand, which is still closely linked to Canada even though Tims has already expanded into other markets.

Tim Hortons's recent marketing campaign has also brought huge positive effects to the brand. A joint partnership with pop star Justin Biber has attracted fans of all ages for the coffee brand. The partnership made its debut in November last year, and the joint drink "Biebs Brew" was launched in June this year, increasing the traffic and sales of Tims among young consumers.

However, before the release of the report, Tim Hortons was exposed that its application had illegally collected a large amount of user location information.

A survey of the Tim Hortons application by the Commissioner of the Canadian Federal and Provincial Privacy Regulatory Authority found that as long as the device is turned on, the application tracks users even if the application is not in use, and continues to collect "a large amount of fine" location data. And Tim Hortons has never used this data to provide targeted advertising to better promote its coffee products and related products.

The privacy regulator pointed out that the Tim Hortons mobile app tracks and records users' activities, a massive violation of Canadian privacy, a move that violates Canadian law.

In addition, Tim Hortons was also reported in May to force camp participants to complete COVID-19 vaccination, which was boycotted by some netizens.

Emily Moquin, managing director of Morning Consult Food and Beverage Analytics, said in an interview that so far, consumer sentiment towards Tim Hortons has not been affected by the privacy breach investigation. Moquin said in an interview that Tims has the strength to help them through this negative event and has not seen a decline in consumer trust so far.

Photo Source: Internet

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