A new look is on the way for Tim Hortons.
The company’s president, Alex Macedo, says he’s fed up with the leaky coffee cup lids that haven’t changed in 20 years and he’s pushing for a change.
As a result, six of the brand’s locations are already experimenting with more environmentally-friendly lids that will cut down on leaking.
“If we don’t these adjustments, we will fall back in time,” said Macedo. “The only people who are going to be pissed off are dry cleaners and car−washing companies. They will wash fewer shirts and fewer cars."
It won’t just be a lid change either, as Macedo says the company has a lot of mistakes to make up for that have caused Tim Hortons to fall behind competitors.
Macedo and Duncan Fulton, CCO at Tim Hortons, told the Canadian Press that customers will soon see new packaging, marketing campaigns and an emphasis on being environmentally friendly.
"Our head of marketing, who is in charge of packaging, has fallen in love with the Boston cream doughnut," said Fulton.
"Every day I watch him as he gets his Boston creme doughnut, takes it out of the bag looks at the doughnut and looks at the bag and the top of the Boston cream doughnut is smeared inside the bag."
Macedo says that’s just one example of how the current Tim Hortons packaging fails customers and needs to be changed.
As they respond to pressure from environmentalists by “actively reviewing” the use of straws, Macedo says the chain also needs to stay ahead of whatever environmentalists will turn their attention to next.
Whatever they do, be on the lookout for plenty of changes coming from Canada’s coffee shop in the near future.
With files from the Canadian Press.
