![]() Tim Hortons planned to use data for targeted advertising, but continued to gather the detailed information even after those plans were shelved, the announcement says. In Tim Hortons’ case, the location data was used to track “every time users entered or left a Tim Hortons competitor, a major sports venue, or their home or workplace,” and Tim Hortons said it used the data to determine whether users switched to another coffee chain and perform other analysis, the announcement reads. Others do so as an extra form of revenue generation their developers sometimes sell the raw data to third-party companies that plant the location data gathering code into the app. Some of those apps collect the information as part of its ordinary operation, such as a maps or direction app. Many apps collect location data from smartphones. ![]() ![]() The office can investigate companies and make recommendations, and take companies to court. The Office of the Privacy Commissioner of Canada is tasked with enforcing two federal privacy laws, The Privacy Act, and the Personal Information Protection and Electronic Documents Act (PIPEDA). This case once again highlights the harms that can result from poorly designed technologies as well as the need for strong privacy laws to protect the rights of Canadians,” Daniel Therrien, the Privacy Commissioner of Canada, said in a statement published with the announcement. Following people’s movements every few minutes of every day was clearly an inappropriate form of surveillance. “Tim Hortons clearly crossed the line by amassing a huge amount of highly sensitive information about its customers. Sylvain Charlebois is dean of the faculty of management and professor in food distribution and policy at Dalhousie University in Halifax.The news is a rare instance of regulators making moves against an app collecting location data and demanding them to delete the information. Mandarin or Cantonese-speaking customers may find it difficult to incorporate such a tongue twisting slogan into their lexicon, but perhaps the taste of a double-double might ease the transition. One thing is for sure: Tim’s may well have to imagine promotions other than the Roll Up the Rim to Win campaign. If Tim Hortons is successful, it could reap dividends for other sectors as well. While Canada is mainly known for homegrown commodities like canola and maple syrup, Tim Hortons’ entry into China could bring Canadian culture to an entirely new and bourgeoning market, giving international exposure to our values, beliefs and way of life - things Canada is known for, but never intentionally exported. Its status as a cultural icon in the Canadian market was well established before RBI bought the chain in 2014. With deep roots in Canada, and an American flair to its management, Tim Hortons could emerge as a global coffee player in the next decade. Its menu will need to be tweaked, of course potato wedges and steak wraps will likely not be crowd pleasers, at least initially. Tim Hortons can slip in-between current Chinese habits and the representation of an idealistic western way of life. The advantage Tim Hortons has over Starbucks in China is its middle-of-the-road approach to coffee to convince someone who traditionally drinks simple tea to switch to a decadent Frappuccino presents a significant challenge. RBI understands that once a certain level of wealth is achieved, and disposable income increases, coffee-related behaviours will change. For marketers, this shift represents the golden goose. However, in these past few years an increasing number of Caucasian Canadians are preparing coffee themselves the trend for Asian Canadians is the opposite. Tim Hortons’ legacy in Canada lies in convincing Canadians to make and consume coffee somewhere else than their home. While coffee is increasingly consumed outside the home, tea remains a traditional, domestic favourite. What was considered as the republic’s favourite drink, tea, is slowly giving way to its roasted rival. In Canada, growth is minimal, even though more than 71 per cent of Canadians over the age of 18 drink coffee daily, compared to 67 per cent who regularly drink water.Ĭoffee is trendy in China as the country prospers from rapid urbanization, a growing middle class, and rising incomes. The demand for coffee in China is up more than 15 per cent. Starbucks has already infiltrated the Chinese market, boasting more than 2,800 locations. This advertisement has not loaded yet, but your article continues below. Manage Print Subscription / Tax Receipt.
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