How many times have you spilled a cup of Tim Horton’s coffee on yourself, prompting you to curse Tim Horton, the inventors of coffee and whoever the first person was to boil water? It’s far too common a practice for most of us and finally—FINALLY—Tims is responding by redesigning their infamous lids with one that should hopefully—HOPEFULLY—prevent spills.
“Our guests have been asking for a better lid for years and we took the time to research and develop an improved lid that not just reduces spills but has a reduced carbon footprint,” Tim Hortons president Alex Macedo said in a press release. “Guest feedback on our new lid is overwhelmingly positive with a nine-to-one preference over our old lid.”
The new lid has “a raised dome, tabbed closure, an improved flow of coffee from the cup and an iconic maple leaf embossed in the lid.” Check it out:
It certainly looks promising but we’ll need to put it through some intense durability tests before it gets our seal of approval. Apparently developing the lid took two years of work, 12 research studies and feedback from thousands of customers. We’ll see if it paid off.
If you’re not sold on Tims coffee even when it stays inside the cup, they’ve been working on that too. They’re also announcing the rollout of new “FreshBrewer” machines which will make for a more consistent cup. We’d be lying if we said we didn’t have at least three friends who constantly tell us “McDonald’s has better coffee” so reevaluating the flavour (which will “remain uniquely Tims”) was probably a good move.
Tim Hortons is also (finally) getting on the sustainability band wagon. Roll up the Rim was kind of a miss this year and part of the reason for that was the fact it’s reliant on disposable cups. Criticism of the yearly promo came after a report released by GreenPeace in October found that Tims products were the second-most common type of litter found on Canadian shorelines. Yikes!
The company announced a decade-long marketing plan that will encourage consumers to bring in their own reusable cups, starting with the rollout of a cheap $1.99 option. They are also testing out “a more environmentally friendly paper cup… a new strawless lid for iced coffee and rolling out wooden stir sticks.” They’ve also got a pretty cute new line of reusable cups (which are going for far less than those Starbucks ones).
Full disclosure: we’re not totally sold on this sustainability plan.
It’s a good thing that Tim Hortons wants to encourage their customers to think sustainably when it comes to their coffee consumption, but they’re going to need to give us a little more before we praise them as a green beacon in this constantly-warming darkness. Something companies are particularly good at is gaslighting their consumers into thinking the fate of the planet rests on their shoulders (most of the blame lies with oil companies, but other big corporations aren’t innocent). Should you be taking a reusable cup to Tims? Absolutely! Will it reverse global warming? Absolutely not. Real change lies with the companies that are manufacturing products in factories, distributing millions of items that can’t be recycled and not implementing any kind of follow-through for those items to ensure they’re not ending up scattered around the globe. We need our companies to be more responsible for the harm they’re doing, not to put the onus on the consumer.
So, good start, Tims, but we need a little more.