Lost in Translation? The Diffusion of Tim Hortons’ Restaurants in the Great Lakes Borderlands

Abstract

Tim Hortons’ first donut store was established in Hamilton, Ontario, in 1964; other stores were added over time as the chain gradually diffused across Canada to become the country’s largest quick-service restaurant chain with more than 2,400 restaurants. In achieving this dominant status it adopted one of the strategies of any successful restaurant chain; utilizing a uniform architectural style to emphasize to customers the consistency in its menu and operations. This article examines the processes underlying the development of the Tim Hortons brand and the diffusion of its restaurants into the US, specifically the appearance of their restaurants in the Great Lakes borderlands. The study found a consistent architectural style in Ontario but several different styles in Michigan and New York. It is suggested that this lack of consistency in brand identification in its US restaurants is a contributory factor to their lack of profitability and smaller sales.