Apparently, Beyond Meat burgers donBԪַt go that well with Tim Hortons coffee, as the chain says itBԪַs dropping the alternative protein products at thousands of Canadian locations, just three months after introducing them.
The vegetable-based Beyond Burgers are being taken off menus nationally, while Beyond Meat breakfast sandwiches will be removed from all locations except in B.C. and Ontario, where a BԪַpositive reactionBԪַ means customers can continue to enjoy them, the company says.
The decision isnBԪַt surprising given TimBԪַs core expertise at selling coffee and baked goods but itBԪַs a black eye for the California-based manufacturer of Beyond Meat, said Sylvain Charlebois, a professor in food distribution and policy at Dalhousie University in Halifax.
BԪַI see this as bad news for Beyond Meat, absolutely, because it may taint the brand in Canada. Tim Hortons is no small player,BԪַ he said in an interview.
READ MORE:
The Tim HortonsBԪַ decision, apparently made based on sales volumes, might indicate that Beyond Meat is reaching a saturation level in Canada after being embraced by A&W restaurants and widely offered in retail grocery stores, he said.
BԪַWe are always listening to our guests and testing a wide variety of products across the country,BԪַ said Jane Almeida, a spokeswoman for TimBԪַs parent Restaurant Brands International Inc., in an email confirming the withdrawal.
BԪַLike any limited-time offer, we may explore offering the product again in other provinces at a future date based on ongoing guest feedback.BԪַ
The company announced in May it would test its three Beyond Meat breakfast sandwiches at some stores.
In June, it said those products would be rolled out in all of its almost 4,000 Tim Hortons restaurants nationwide and, in July, it announced it would offer Beyond Burgers as well.
The company made no mention of limited availability at the time.
READ MORE:
During its second-quarter conference call last month, however, RBI CEO Jose Cil implied the products might not be a permanent addition.
BԪַWe looked at the Beyond Meat burger as well as a kind of limited time offer to see how it would react, and weBԪַre encouraged by some of the behaviour there,BԪַ he said, according to a transcript posted by financial markets data firm Refinitiv.
BԪַBut in the end, weBԪַre really a coffee and baked goods business with very strong sandwich offering with soups and other products that are natural to our restaurants and weBԪַre going to continue to work on that.BԪַ
Almeida said the Beyond Burger will continue to be offered for a limited time nationally, without being specific, and the breakfast sandwiches while supplies last outside of Ontario and B.C.
Dan Healing, The Canadian Press
Like us on and follow us on