About Half View Tim s image as positive, overall

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1 FOR IMMEDIATE RELEASE About Half View Tim s image as positive, overall But about two-fifths say they visit less than they used to Toronto, April 23 rd In a random sampling of public opinion taken by The Forum Poll among 1585 Canadian voters, (75%) say they consider themselves an occasional customer of Tim Horton s, with one-quarter (25%) saying no. Customers of Tim Horton s are likely to include those aged 34 and younger (80%), (77%), or (77%), earning $80,000-$100,000 (79%) or the most wealthy (82%), living in Ontario (80%), the prairies (MB/SK)(82%), or Alberta (80%), and supporting the Conservatives (79%) or Liberals (80%). English-speakers (78%) are significantly more likely to consider themselves an occasional customer than French-speakers (67%). Frequency of purchase A quarter (28%) of customers make a purchase less than once per month. Onefifth (19%) say they make a purchase at Tim s once per month, while a quarter (26%) say they make a purchase several times per month. 1 in 10 (10%) say they make a purchase once per week, while the same proportion (10%) says they make a purchase several times per week. Fewer than 1 in 10 (6%) say they make a purchase almost every day, while an equal proportion of customers say they either make a purchase everyday (1%) or more than once per day. Purchase behavior past versus present The plurality of respondents (43%) say that their purchasing behavior hasn t changed, saying it s about the same as it is now. However, one-fifth (18%) say that they visit Tim s a little less than they did, and the same proportion (18%) says they visit a lot less than they did. About 1 in 10 say they visit a little less than (11%), while a similar proportion (8%) say they visit a lot more than. Few (1%) weren t sure whether they visit more or less than they did previously. Half see Tim Horton s brand image as favourable Currently, about half (TOP3: 50%) see Tim Horton s brand positively, with 1 in 10 (10%) saying it s excellent. About one-quarter (BTM3: 23%) see Tim Horton s brand negatively, with fewer than 1 in 10 (6%) saying it s terrible. 1 lbozinoff@ Generally, half of Canadians see the Tim Horton s brand favourably, said Dr. of Forum Research. That s the good news. The bad news, however, is that more people say they are visiting Tim s less often, than more often. Of the people who are visiting less often, half said they view the brand unfavourably. It seems plausible that the negative attention that Tim s has seen over the past few months has begun to affect their customers.

2 About one-quarter (22%) say that Tim s reputation is average, with few (5%) saying they do not know. Two-thirds (69%) of those that visit Tim s almost every day see the brand favourably. More than three-quarters (79%) of those that say they visit a little more than, and a lot more than they did (79%), view Tim Horton s favourably over all. Almost a third (29%) of those that visit Tim s several times per week say that they see the chain unfavourably. About half (49%) of those that say they visit a lot less than they did view the chain unfavourably. lbozinoff@ Generally, half of Canadians see the Tim Horton s brand favourably, said Dr. of Forum Research. That s the good news. The bad news, however, is that more people say they are visiting Tim s less often, than more often. Of the people who are visiting less often, half said they view the brand unfavourably. It seems plausible that the negative attention that Tim s has seen over the past few months has begun to affect their customers. Lorne Bozinoff, Ph.D. is the president and founder of Forum Research. He can be reached at lbozinoff@ or at (416)

3 Methodology The Forum Poll was conducted by Forum Research with the results based on an interactive voice response telephone survey of 1585 randomly selected Canadian Voters. The poll was conducted April 19-20, Results based on the total sample are considered accurate +/- 2%, 19 times out of 20. Subsample results will be less accurate. Margins of error for subsample (such as age, gender) results are available at Where appropriate, the data has been statistically weighted by age, region, and other variables to ensure that the sample reflects the actual population according to the latest Census data. This research is not necessarily predictive of future outcomes, but rather, captures opinion at one point in time. Forum Research conducted this poll as a public service and to demonstrate our survey research capabilities. Forum houses its poll results in the Data Library of the Department of Political Science at the University of Toronto. With offices across Canada and around the world, 100% Canadian-owned Forum Research is one of the country s leading survey research firms. This Forum Poll and other polls may be found at Forum's poll archive at lbozinoff@ 3

4 Tim s Image lbozinoff@ Overall, how would you rate the reputation or image of Tim Horton s? Age/Gender % Total Male Female Sample NET: TOP NET: BTM Excellent Very Good Good Average Below average Poor Terrible Unsure Income % Total <$20K $20- $40- $60- $80- $100- $40K $60K $80K $100K $250K Sample NET: TOP NET: BTM Excellent Very Good Good Average Below average Poor Terrible Unsure

5 Region % Total ATL QC ON MB/SK AB BC Sample NET: TOP NET: BTM Excellent Very Good Good Average Below average Poor Terrible Unsure lbozinoff@ Education % Total Secondary Some college or Completed college Post graduate school or less university or university studies Sample NET: TOP NET: BTM Excellent Very Good Good Average Below average Poor Terrible Unsure

6 Voter Intention % Total Conservative Liberal New Bloc Green Democratic Quebecois Other Sample NET: TOP NET: BTM Excellent Very Good Good Average Below average Poor Terrible Unsure lbozinoff@ Frequency % Total Less than once a month Once per month Several times per month Once per week Several times per week Almost every day Everyday More than once per day Sample NET: TOP NET: BTM Excellent Very Good Good Average Below average Poor Terrible Unsure

7 Behaviour % Total Q9 - A lot more than you did Q9 - A little more than you did Q9 - About the same as you did Q9 - A little less than you did Q9 - A lot less than you did Q9 - Don t know Sample NET: TOP NET: BTM Excellent Very Good Good Average Below average Poor Terrible Unsure

8 Tim s customers lbozinoff@ Would you consider yourself at least an occasional customer of Tim Horton s? Age/Gender % Total Male Female Sample Yes No Income % Total <$20K $20-$40K $40-$60K $60-$80K $80-$100K $100-$250K Sample Yes No Region % Total ATL QC ON MB/SK AB BC Sample Yes No Education % Total Secondary Some college or Completed college Post graduate school or less university or university studies Sample Yes No Voter Intention % Total Conservative Liberal New Democratic Green Bloc Quebecois Other Sample Yes No

9 Frequency How often do you make a purchase at Tim Horton s? [Base=customer of Tim s] lbozinoff@ Age/Gender % Total Male Female Sample Less than once a month Once per month Several times per month Once per week Several times per week Almost every day Everyday More than once per day Income % Total <$20K $20- $40- $60- $80- $100- $40K $60K $80K $100K $250K Sample Less than once a month Once per month Several times per month Once per week Several times per week Almost every day Everyday More than once per day

10 Region % % Total ATL QC ON MB/SK AB Sample Less than once a month Once per month Several times per month Once per week Several times per week Almost every day Everyday More than once per day lbozinoff@ Education % Total Secondary school or less Some college or university Completed college or university Post graduate studies Sample Less than once a month Once per month Several times per month Once per week Several times per week Almost every day Everyday More than once per day

11 Voter Intention % Total Conservative Liberal New Bloc Green Democratic Quebecois Other Sample Less than once a month Once per month Several times per month Once per week Several times per week Almost every day Everyday More than once per day lbozinoff@ 11

12 Behaviour Would you say you visit Tim Horton s more often than you did, about the same as you did, or less than you did?? [Base=customer of Tim s] Age/Gender % Total Male Female Sample A lot more than you did A little more than you did About the same as you did A little less than you did A lot less than you did Don t know Income % Total <$20K $20- $40- $60- $80- $100- $40K $60K $80K $100K $250K Sample A lot more than you did A little more than you did About the same as you did A little less than you did A lot less than you did Don t know

13 Region % Total ATL QC ON MB/SK AB BC Sample A lot more than you did A little more than you did About the same as you did A little less than you did A lot less than you did Don t know lbozinoff@ Education % Total Secondary school or less Some college or university Completed college or university Post graduate studies Sample A lot more than you did A little more than you did About the same as you did A little less than you did A lot less than you did Don t know

14 Voter Intention % Total Conservative Liberal New Bloc Green Democratic Quebecois Other Sample A lot more than you did A little more than you did About the same as you did A little less than you did A lot less than you did Don t know lbozinoff@ For more information: Lorne Bozinoff, Ph.D. President Forum Research Inc. Tel: (416) Fax: (416) lbozinoff@ 14

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