Canada’s favourite coffee – why the shift?

On the 22nd of October 2017, MSN Money reported that McDonald’s McCafe Coffee is now Canada’s favourite coffee chain. Tim Horton’s, which I think most people would assume to be the front runner in this contest was FOURTH! Second Cup and Starbucks were second and third respectively. In 2014, Canadian Business reported that Timmies was #1 for coffee and the Tim Horton’s brand was rated #2. I came up empty handed for 2015/2016 results, but the slide from 1st to 4th in three years is dramatic for the franchise that is really a Canadian cliché.

Having grabbed a lunch at Tim Horton’s just the day prior, this got me thinking about WHY? I thought it was proper to do some quick data collection on the product itself. I stuck to just looking at the medium size as I already drink way too much coffee and to keep my physician happy I drink half-decaf now. As I suspected, size, price, and rewards, Mikkie D’s edges out Tim’s.

McDonalds Tim Hortons
Size (medium) 442 ml 425 ml
Price $1.75 $1.79
Taste Awesome Meh*
Recyclable cup? No No
Recyclable lid Yes Yes
Cup construction Double wall Single Wall
Lid Construction Easier to open/stays open Lid doesn’t stay open consistently (for me)
Loyalty program Yes (Buy 7 get 1 free) No
Rewards Monopoly Roll up the Rim

*Yes – taste is totally subjective

I was a faithful Timmies drinker until around 2010 when I was on a trip to New Brunswick (Yes – Gagetown for the military folks) and McDonald’s had one of their free coffee giveaways for the entire two weeks I was there. Being a frugal fella, my mates and I picked up our free coffees every morning and discovered that the new McDonald’s bean was pretty darn good. But that wasn’t all.

cup1There is a human factors engineering aspect to this too! It’s all about the CUP and the LID. Props to Timmie’s for the Canadian hockey logos at the bottom (Go ‘nucks).

For whatever reason, my fingers have always been pretty sensitive to heat and I need to let a Tim Horton’s coffee sit for five minutes or so before I can comfortably hold it. Those little cardboard sleeves help – but they fall off all the time and are generally a pain. Poor engineering. The McDonald’s cup on the other hand has TWO walls and doesn’t toast my tender fingertips. Far superior engineering. Human Factors Engineering which is one of the components performance analysts consider when looking at workplace performance problems. Even though the ml of coffee is only different by 17 (just a few drips) the McDonald’s cup LOOKS a lot bigger too eh!?

Now, the lid. The Timmies lid is left, McDonald’s right. I have always had troublecup2 tearing open the Tim’s lid and getting it to stay open with that little bump thing in the middle. It never seems to work quite right. The McDonald’s lid just flips back and sticks – every single time. Again, better engineering. Added bonus, the double walled cup seems to keep the coffee hot longer. I haven’t measured this – so that’s anecdotal. So we have looked at the product, the design… let’s consider service and the value proposition. Remember when I was in New Brunswick in 2010? Tim Horton’s was king of coffee. Even with the free give away at McDonald’s, cars were lined around the block for a double-double. My pals and I couldn’t figure it out, but we were happy our line was short. Did I mention it was free? Oh yeah – I did.

I have noticed over time that the service at Tim Horton’s has declined somewhat. Again – no science here – this is just my experience. Yesterday – they gave my sandwich to someone else and after three people behind me got served I asked where my meal was… they had no idea, but there was this crispy chicken sandwich that no one wanted – no doubt belonging to the fella that scooped my ham and cheese. Disappointing. Then there are those lines! I am always amazed at how long the lines are at the Tim’s drive thru compared to McDonald’s (anecdotal). I know both chains study this stuff and they time loyaltyeverything. I would love to see the data from both to see who is ahead. I think I know the answer.

Finally, let’s consider the value proposition. 442ml for $1.75 vs 425ml for $1.79 – but you also get the 8th cup free at McDonald’s. That drops the price per cup to $1.53 (if you collect those stickers – and I do.) See. Only one to go.

In summary, less expensive, more coffee, better cup, better lid, cool fingers and a taste I like better. I know – taste is subjective. The rest of it though is quantitative. If service is slipping like I have experienced personally (anecdotal) then that is just further exacerbating the issue. That’s my back of the napkin analysis.

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Multiple Generations in the Workplace

If you read my post on the Education Revolution, you will remember my question “Do students (of any age) prefer one form of media more than another for learning? Do we need e-Learning for children and chalkboards for Boomers?” My answer was “of course not!”

There has been more and more information shared about the multiple generations in the workplace and the need to treat each generational cohort differently. For example, the American Management Association (N.D.) says “Each group has its own distinct characteristics, values, and attitudes toward work, based on its generation’s life experiences. To successfully integrate these diverse generations into the workplace, companies will need to embrace radical changes in recruitment, benefits, and creating a corporate culture that actively demonstrates respect and inclusion for its multigenerational work force.” Do we really need to treat Millennials different than Boomers? Of course not! I’ll explain why in a moment. But first…

I am currently working my way through a business boot-camp provided by the Leeds Grenville Small Business Enterprise Center (LGSBEC). After a little more than a year of running my own business, I needed something to motivate me to get my business plan done and the LGSBEC has met that need! There were four days of face-to-face instruction provided by Karen McDonald of the Opportunity Group to walk my group of nine entrepreneurs through the ins and outs of business plan writing. Six of the nine will be awarded a grant to kick start their business. What a great program!

One of the entrepreneurs, Holly, had a daycare disruption in week two and had to bring her four-month old daughter Jillian to class with her. That’s Holly, Jillian and Karen looking at cash flows in the picture above. I believe that baby Jillian was pointing out an error with the formula that carried the cumulative cash-flow from the previous period into the worksheet for year two.

I have to say, Jillian is the BEST baby! Very quiet and happy. We hardly knew she was there. So, where am I going with this? These three got me thinking about the generational noise again. Recall that the AMA said “Each group has its own distinct characteristics, values, and attitudes toward work, based on its generation’s life experiences.” Let’s consider THAT.

First, we have to define what a generation is. The Center for Generational Kinesthetics uses this definition: A generation is a group of people born around the same time and raised around the same place. People in this “birth cohort” exhibit similar characteristics, preferences, and values over their lifetimes.”

There are reams of studies that have defined those “similar characteristics, preferences,” etc. The ones I use for arguments sake were published by (2005) Greg Hammill and adapted for use here to show a summary of personal, lifestyle and workplace characteristics by generational cohort.  Hopefully they aren’t too hard to read for you folks in the Veterans Generation. :-O

Gen1

Gen2.png

Did you take a moment to look at the charts? Do it! Look at “your generation” and see if you agree with the characteristics assigned to you. Do you agree? Are you 100% aligned? 80%? Do you feel like maybe you were born in the wrong era? (If you are having trouble reading these tables, right click and open the image in a new tab and you can zoom in to increase the font size).

We should also be aware that generational differences in attitudes toward the balance between work and other parts of life such as family may vary to some degree by gender. The charts above don’t take THAT into account.

And there’s the rub! There are glaring weaknesses in the generational research, especially with respect to the understanding of generational differences among people in the blue collar and service industry work forces, and with regard to people of lower socioeconomic status. That’s a lot of variables that keep me wondering about the validity of these categorizations of people by age.

Weiss (2003) notes that most attitudes and distinguishing characteristics attributed to the generations are identified during childhood and adolescence, but these characteristics may undergo adjustment as people experience life stage changes such as marriage, childbearing, and challenges of adulthood.

Hmmm, so as people age and experience “things,” they change? That seems pretty radical. Is it possible that all the Boomers didn’t always see work as an exciting adventure for their entire work lives?

Wellner (2003) acknowledges as well, that demographic projections are fallible since they are assumptions based on past behavior, and future behavior may or may not follow the same patterns. More concerns about validity. If you judged me on my past behaviour as a 20 year old in the Navy, you would never have predicted that I would be sitting here writing this! Maybe we do change…

The Center for Creative Leadership says, despite what is seen on television, heard on radio, and written in newspapers, magazine, books, the differences between generations are not as stark as we have been led to believe.

Here’s my favourite. Jennifer Deal, author of Retiring the Generation Gap (2008), argues that we all want essentially the same things at work. [My emphasis] Her assertion is based on seven years of research in which she surveyed more than 3,000 corporate leaders. Deal says that the conflicts have to do with influence and power—who has it and who wants it. And in some ways, the negative stereotypes about each generation are the byproducts of defense mechanisms used by the competing age groups.

So – it is definitely not recommended to make assumptions in the workplace OR in the training environment about any one individual based upon his/her membership in a chronological generational cohort or gender, age, learning style, personality characteristics or other factors.

Well then – what DO we do? Marcia Zidle provides a list of ten principles to “help you look past the stereotypes and become a more effective leader to people of all ages.

  1. All generations have similar values. In fact, they all value family, the most. They also attach importance to integrity, achievement, love and competence.
  2. Everyone wants respect – they just define it in the same way.
  3. Trust matters especially with the people you work directly with. Everyone wants to trust and want to be trusted.
  4. People of all generations want leaders who are credible and trustworthy. They also want them to listen well and be farsighted and encouraging.
  5. Office politics is an issue – no matter what your age. Most realize that political skills are a critical component in being able to move up and be effective.
  6. No one really likes change. Resistance to change has nothing to do with age; it is all about how much one has to gain or lose with the change.
  7. Loyalty depends on the context not on the generation. People stay or leave a company based on their boss, opportunities, stage of life and other factors.
  8. It’s as easy to retain a young person as it is to retain an older one. It depends on what’s important to them. Age defines a demographic not a person.
  9. People of all generations want to make sure they have the skills and resources necessary to do their jobs well. The ability and desire to learn continues throughout life.
  10. Everyone wants to know how they’re doing. Feedback is desired but no one likes only negative feedback; they also want positive as well.” THAT relates back to my last post!

Did you identify more strongly with Zidle’s ten principles or Hammill’s generational characteristics? To circle back to the boot-camp, which is what got me all fired up… There were five, probably six generations in the room with little Jillian. We all shared the entrepreneurial spirit, a common goal, clear and caring leadership from Karen and from what I could see, age was never a factor, except we all wanted to hold the baby!

In summary, you will get better results by (1) applying effective leadership and (2) creating a high performing work environment than you will by labeling people in your workforce by age, gender, personality or favourite colour!

If you liked the article, please feel free to share and/or leave a comment! Although WordPress gives some great stats on how many have visited… it only gives a number and a country. I’d love to hear from you!

References

American Management Association. (N.D.). Leading the Four Generations at Work [web log]. Retrieved from: http://www.amanet.org/training/articles/leading-the-four-generations-at-work.aspx

Deal, J. (2008). Retiring the Generation Gap: How Employees Young & Old Can Find Common Ground. Personnel Psychology, 61(1), 202-205.

Hammill, G. (2005) Mixing and Managing four generations of employees. FDU Magazine. [online, Winter/Spring 2005].

Weiss, M.J. (2003). To be about to be. American Demographics, 25(7), 29-36.

Wellner, A. S. (2003). The next 25 years. American Demographics, 25(3), 24-29.

Zidle, M. (2013) Working with different generations. [web log]. Retrieved from: https://managementhelp.org/blogs/supervision/2013/08/22/working-with-different-generations/