I think the headline misrepresents it a bit, but:
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Tim's has a long history of playing to a sense of nostalgia and "shared Canadian values".
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Politicians have been using this association to try to seem like Regular Joes for years.
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The franchise is owned by one of the largest corporations in the world.
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Their menu increasingly contradicts the "traditional" vibe they promote, with newer items like Sweet Chili Chicken Loaded Wraps and Loaded Bowls, Tiramisu Cold Brew, and Blackberry Yuzu Sparkling Quenchers.
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They're also increasingly expanding options that discourage people from eating in-store, eroding their "de facto town square" image.
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Maybe the confused identity of the brand reflects the confused identity of Canada as a whole.
To be honest, it's a pretty muddled piece, but there are a couple of interesting points in there.
The quality isn't great, but it's hard to find better prices, which is enough for most people, I think.