Timmie s tops in customer satisfaction

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1 FOR IMMEDIATE RELEASE Timmie s tops in customer satisfaction Starbucks and Tim Horton s lead in Canada - In a random sampling of public opinion taken by the Forum Poll among 1326 Canadian adults, Tim Horton s is seen to have the best customer satisfaction among Canada s leading coffee shops, and it is closely followed by Starbucks, which, however, draws fewer customers. Overall, more than 8-in-10 Canadians are satisfied with Tim Horton s (82%), and as many as one half are very satisfied (52%). Incidence of visiting Tim s is close to universal (89%). Average score for Tim s is 3.3 out of 4.0. About one half of Canadians have visited a Starbuck s (49%) and more than 8-in-10 of these patrons are satisfied (82%), although somewhat fewer than at Tim Horton s are very satisfied (42%). Starbucks average satisfaction score is 3.2 out of 4.0. After these two market leaders, Second Cup, visited by about one quarter (27%), is seen to be satisfactory among 8-in-10 (81%), and just fewer than 4-in-10 are very satisfied (42%). The average score for Second Cup is 3.1 out of 4.0. AL Van Houtte is visited by very few as a Quebec regional chain (7%), but it scores three quarters for satisfaction (76%) and one quarter for very satisfied (26%). Its average score is 3.1. Timothy s (visited by one tenth, or 11%) has a satisfaction score of 7-in-10 overall (71%), while more than a third are very satisfied (36%). Average satisfaction score for Timothy s is 2,9 out of 4.0. Coffee Time falls at the bottom of this list, visited by about one tenth (9%) and seen to be satisfactory by just two thirds (62%), while as few as 3-in-10 find them very satisfactory (29%). Their average score is just 2.7 out of 4.0. It wouldn t be too hard to guess the results of this survey, given Canadians attachment to the iconic status of Timmie s. Starbucks may have more blends, and others may sell a product more closely resembling coffee, but it is to Tim s that Canadians turn when they need a coffee fix (and don t forget the crullers), said Forum Research President, Dr. Lorne Bozinoff. Lorne Bozinoff, Ph.D. is the president and founder of Forum Research. He can be reached at lbozinoff@ or at (416) MEDIA INQUIRIES: lbozinoff@ HIGHLIGHTS: Tim Horton s is seen to have the best customer satisfaction among Canada s leading coffee shops. It wouldn t be too hard to guess the results of this survey, given Canadians attachment to the iconic status of Timmie s. Starbucks may have more blends, and others may sell a product more closely resembling coffee, but it is to Tim s that Canadians turn when they need a coffee fix (and don t forget the crullers), said Forum Research President, Dr. Lorne Bozinoff. 1

2 Methodology The Forum Poll was conducted by Forum Research with the results based on an interactive voice response telephone survey of 1326 randomly selected Canadians 18 years of age or older. The poll was conducted on March 30 th and March 31 st, Results based on the total sample are considered accurate +/- 3%, 19 times out of 20. Subsample results will be less accurate. Margins of error for subsample (such as age, gender) results are available at Where appropriate, the data has been statistically weighted by age, region, and other variables to ensure that the sample reflects the actual population according to the latest Census data. This research is not necessarily predictive of future outcomes, but rather, captures opinion at one point in time. Forum Research conducted this poll as a public service and to demonstrate our survey research capabilities. Forum houses its poll results in the Data Library of the Department of Political Science at the University of Toronto. With offices across Canada and around the world, 100% Canadian-owned Forum Research is one of the country s leading survey research firms. This Forum Poll and other polls may be found at Forum's poll archive at 2

3 Overall Satisfaction with Coffee Shops % TOP2 BTM2 Very Not very Not at all satisfied satisfied satisfied Visited Tim Horton s Starbucks Second Cup Timothy s Coffee Time A.L. Van Houtte

4 Coffee Shop Visited Summary [All Respondents] Sample Starbucks Second Cup Tim Horton's Coffee Time Timothy's A.L. Van Houtte % Total ATL PQ ON MB SK AB BC Sample Starbucks Second Cup Tim Horton's Coffee Time Timothy's A.L. Van Houtte Sample Starbucks Second Cup Tim Horton's Coffee Time Timothy's A.L. Van Houtte

5 Overall Experience Satisfaction - Starbucks following coffee shops in the past 12 months? + Starbucks [All Respondents] Sample Very Very Mean % Total ATL PQ ON MB SK AB BC Sample Very Very Mean Sample Very Very Mean

6 Overall Experience Satisfaction Second Cup following coffee shops in the past 12 months? + Second Cup [All Respondents] Sample Very Very Mean % Total ATL PQ ON MB SK AB BC Sample Very Very Mean Sample Very Very Mean

7 Overall Experience Satisfaction Tim Horton s following coffee shops in the past 12 months? + Tim Horton s [All Respondents] Sample Very Very Mean % Total ATL PQ ON MB SK AB BC Sample Very Very Mean Sample Very Very Mean

8 Overall Experience Satisfaction Coffee Time following coffee shops in the past 12 months? + Coffee Time [AB, ON, QC only] Sample Very Very Mean % Total PQ ON AB Sample Very Very Mean Sample Very Very Mean

9 Overall Experience Satisfaction Timothy s following coffee shops in the past 12 months? + Timothy s [AB, MB, ON, QC, NB, PEI only] Sample Very Very Mean % Total ATL PQ ON MB SK AB Sample Very Very Mean Sample Very Very Mean

10 Overall Experience Satisfaction A.L. Van Houtte following coffee shops in the past 12 months? + A.L. Van Houtte [QC only] Sample Very Very Mean % Total PQ Sample Very Very 4 4 Mean Sample Very Very Mean

11 For more information: Lorne Bozinoff, Ph.D. President Forum Research Inc. Tel: (416) Fax: (416) MEDIA INQUIRIES: 11

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