Last we checked, Canadians voted Tim Horton’s the 50th-most admirable brand in the country.
It was an astonishing fall from grace – Tim’s placed 4th overall in the same poll the year before – that started, oh, around the time bread bowls were discontinued. Or when one franchise of the $3-billion-in-annual-revenue corporation slashed paid breaks and other benefits following Ontario’s new minimum wage boost.
Anyway, the slide continues. According to different reputation ranking that was recently released, Tim Horton’s has fallen outside the top 50. Tim Horton’s is recognized among the five fastest fallers, a list that includes Novo Nordisk, Pirelli, Bayer, and fellow Canadian Agropur.
Tim Horton’s fall from grace can be attributed to three factors, according to the report: its merger with Burger King in 2014 (shedding its Canadian angle), public dispute and legal action against its franchisees, and reducing wages and benefits for employees across multiple locations (see above).
On a more positive note, Canadian’s consider Google to be the world’s most reputable company. This is followed by Lego in second place, with Rolex rounding out the top three. Nintendo and MEC finished fourth and fifth, respectively.
Canadian companies tended to score well overall, with nine in the top 50. Here are the 10 most reputable Canadian companies:
As for the industry rankings…
More than 7,000 companies across 55 countries, and 20 different industries, were evaluated. Canada RepTrak 50 is considered “the largest normative database on corporate reputation in Canada.”