Tim Hortons dropping Beyond Meat products from menus except in B.C. and Ontario

Beyond Meat burgers dropped nationally, but breakfast sandwiches still available in B.C. and Ontario

A customer places her orders at a Tim Hortons restaurant in Toronto on Tuesday May 29, 2018. Parent company Restaurant Brands International Inc. says it is pulling its Beyond Meat vegetable-based burgers and breakfast sandwiches from Tim’s menus in all provinces except B.C. and Ontario, where the “positive reaction” means customers can continue to enjoy them. (THE CANADIAN PRESS/Doug Ives)

Apparently, Beyond Meat burgers don’t go that well with Tim Hortons coffee, as the chain says it’s 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 “positive reaction” means customers can continue to enjoy them, the company says.

The decision isn’t surprising given Tim’s core expertise at selling coffee and baked goods but it’s 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.

“I see this as bad news for Beyond Meat, absolutely, because it may taint the brand in Canada. Tim Hortons is no small player,” he said in an interview.

READ MORE: Beyond Fish? The next frontier in plant-based alternatives

The Tim Hortons’ 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.

“We are always listening to our guests and testing a wide variety of products across the country,” said Jane Almeida, a spokeswoman for Tim’s parent Restaurant Brands International Inc., in an email confirming the withdrawal.

“Like any limited-time offer, we may explore offering the product again in other provinces at a future date based on ongoing guest feedback.”

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: Plant-based burgers may not be as healthy as they seem

During its second-quarter conference call last month, however, RBI CEO Jose Cil implied the products might not be a permanent addition.

“We looked at the Beyond Meat burger as well as a kind of limited time offer to see how it would react, and we’re encouraged by some of the behaviour there,” he said, according to a transcript posted by financial markets data firm Refinitiv.

“But in the end, we’re really a coffee and baked goods business with very strong sandwich offering with soups and other products that are natural to our restaurants and we’re going to continue to work on that.”

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 Facebook and follow us on Twitter

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Grand Forks nets $3.6M to upgrade Eastside reservoir

Necessary upgrades for the facility were identified nearly 10 years ago

Christina Lake fire department christens new boat

The department leveraged its members’ skills to repurpose a former recreational pontoon boat

Gun enthusiasts arrive in Kelowna for the Western Canadian Skeet Championship

The competition will be held from July 17-19, 2020 in Joe Rich

UPDATED: Interior Health to add 495 long-term seniors care beds

Nelson, Kelowna, Kamloops, Vernon and Penticton to receive new facilities

Provincial COVID-19 data can now be used for B.C. to prepare for a second wave

In the past week, B.C. has seen a slight spike in daily test-positive case counts

Recent surge in COVID-19 cases not unexpected amid Phase Three of reopening: B.C.’s top doc

Keep circles small, wear masks and be aware of symptoms, Dr. Bonnie Henry says

B.C. NDP changing WorkSafeBC regulations to respond to COVID-19

Employers say reclassifying coronavirus could be ‘ruinous’

Baby raccoon rescued from 10-foot deep drainage pipe on Vancouver Island

‘Its cries were loud, pitiful and heartbreaking,’ Saanich animal control officer says

Statistical flaws led to B.C. wolf cull which didn’t save endangered caribou as estimated

Study finds statistical flaws in an influential 2019 report supporting a wolf cull

Windows broken, racist graffiti left on Okanagan home

Family says nothing like this has happened since they moved to Summerland in 1980s

B.C. man who went by ‘Doctor Ray Gaglardi’ charged with sex assault of teenage boys

The man, 75, is accused of assaulting teenage boys he met through Coquitlam-area churches

B.C.’s potential deficit $12.5 billion as spending spikes, taxes drop

Finance Minister Carole James gives COVID-19 outlook

Commercial huckleberry harvesting restricted in Kootenays

The province of B.C. has banned commercial-scale picking from July 15 to October 15

Canadians torn on scaling back COVID-19 benefits to save money: poll

Of those surveyed, 78 per cent said they were worried about the size of the deficit

Most Read