Why Canadians are turning on Tim Hortons: A brewing identity crisis

Time of India

26-05-2025

For decades, Tim Hortons has been a cherished symbol of Canadian identity, tied closely to the country's culture and national pride. But in recent months, public sentiment has shifted.
Many Canadians are voicing frustration and even outrage over the company's deepening ties to the United States. What was once considered a beloved national treasure is now being criticized for losing its roots. With its parent company headquartered in Miami and a growing perception of American influence, Tim Hortons is facing a backlash that has some customers calling for a boycott and questioning what it truly means to be Canadian.
Tim Hortons' American ownership and loss of Canadian identity
Tim Hortons was founded in 1964 by hockey player Tim Horton and quickly grew into a staple of everyday Canadian life. However, its 2014 acquisition by Burger King, and the resulting formation of Restaurant Brands International, shifted its corporate structure. The company now has its principal executive offices in Miami, and 60 percent of its shares are held in the US. This shift has left many Canadians feeling the brand no longer represents them, despite its ongoing marketing campaigns claiming it is 'proudly Canadian.
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Public backlash and cultural disappointment
The criticism has been especially vocal online, with Reddit users and commentators expressing disgust over the chain's continued dominance in Canadian life. Some are angry that a company with American leadership is still seen as a Canadian cultural icon. One Reddit user called it 'embarrassing,' while others have accused Tim Hortons of destroying local food culture and selling out its identity. Despite efforts by the company to address concerns through public relations campaigns, many feel these gestures are hollow.
Local ownership vs
corporate control
While Tim Hortons argues it remains Canadian through its franchised business model, with profits going to local Canadian owners, critics are unconvinced. They point out that major corporate decisions are made in the US, and that the branding of "Canadian-ness" is more a marketing tactic than a reflection of values. Business experts say the situation is nuanced, but the symbolic weight of American control has ignited a strong emotional reaction among Canadians.
Tim Hortons trying to reclaim national pride
In February, Tim Hortons launched a campaign reaffirming its Canadian roots, but the move was met with skepticism. The company's press release titled 'Is Tim Hortons Canadian?' was widely seen as defensive rather than reassuring. Many Canadians now see Tim Hortons as a brand that has drifted too far from its origins, turning what was once a point of pride into a point of contention. Whether the company can win back public trust remains uncertain in a time when national identity feels more contested than ever.