divahh.com
May 4 2011

Tim Horton’s Environ-mentalism?


I hyphenated environ-mentalism in this post because I was just over on Timmy’s “The Environment” page.

It’s awesome! [sarcasm] They have 5 environmental “events” that they deem worthy of a couple of sentences each. The events are meant to show the website visitor that Tim Horton’s is committed to the environment yet there is no follow up. There are no testimonials. In short, there is nothing to engage anyone. Even the few photos are lame.

After that visit I did a google search for “Tim hortons environmental issues” and BAMB! 21,000 results, most of them NOT in Tim’s favour. Including this blog, on the first page.

One of the posts was written in June 2009, 2 years ago! The post discusses giving kudos to Tim’s for their attempt at encouraging their customers to use recycle cups to receive a 10¢ discount. You can read the entire thing here.

The post also outlines that Tim’s have had no end of environmental activists at the door demanding they clean up their act. I guess that would explain why Tim Horton’s has not yet felt compelled to contact me about my concerns for our environment.

They get this all the time!

The thing is, they’ve obviously thrown so much money at the problem over the last several years. That Sustainability and Responsibility Report must have cost a few pretty pennies. They’re so close to a successful environmental campaign but they just can’t pull the trigger to get it to the store level.

It’s almost like the head office peeps sat around, brain stormed, hired experts, came up with a great strategy, wrote it all out, patted themselves on the back then left. What’s missing? Implementation!!!

I’m sorry about all the !!!!’s but this has been a problem for a long time. A problem that Tim Horton’s has recognized and yet, they do not seem, in all their collective corporate wisdom, to get the message across to Canadians.

I’m all about strategy so I’m going to go one better than suggesting they sort this out. I’m actually going to give Tim Horton’s an idea of how to begin. Yep, I’d do this for Tim’s and for the environment because I love Tim’s coffee (I’m sorry to those of you who are purists but I don’t like my coffee super strong.) Anyway, I want to help this National icon of Canada succeed where they are failing. I want them to be the best they can be!

Ready Timmy’s?

Here it is…..

You need a champion in each and every store with the Tim Horton’s name on it. Yep, it’s really that easy. You don’t even have to hire someone new (maybe in some places you might) It won’t cost much but the rewards will be so epic that you will wonder why the hell you hadn’t done it sooner.

I have some strategies for you too but you have to contact me. I want to help but since you don’t have anyone monitoring your branding online, you will have to find me first. I will continue to do everything in my power to stand out in this crowded internet space but you have to point yourself out to me to turn this into a conversation rather than a rant.