A Tim Hortons coffee shop in downtown Toronto, on Wednesday, June 29, 2016. THE CANADIAN PRESS/Eduardo Lima

Tim Hortons pulls Beyond Meat breakfast sandwiches from B.C., Ontario menus

‘Ultimately, our guests choose to stay with the meat option’

Tim Hortons has pulled Beyond Meat products off the menus in the last provinces where it still sold the trendy plant-based protein, less than a year after a national roll out.

The coffee-and-doughnut chain will no longer sell Beyond Meat breakfast sandwiches in Ontario and B.C., said Sarah McConnell, a spokeswoman for parent company Restaurant Brands International.

“Ultimately, our guests choose to stay with the meat option in their breakfast sandwiches,” she wrote in an email.

The company first piloted the plant-based offering in May. Select locations added three Beyond Meat breakfast menu items and based on consumer demand, the company said it hoped to roll them out nationally by summer’s end.

In mid-June, Tim Hortons added two Beyond Meat breakfast sandwiches and one wrap to menus at almost 4,000 of its Canadian locations. About a month later, the chain announced its first burger offering with two Beyond Meat burgers nationwide.

In September, the company pulled the burgers from all locations, but said it would still sell the plant-based protein breakfast sandwiches in Ontario and B.C. thanks to a “positive reaction” from customers.

That enthusiasm eventually waned.

“We will keep an item on the menu if it’s favoured by our guests,” wrote McConnell. “In this case, we did not see enough demand to keep it as a permanent item.”

RBI CEO Jose Cil referenced the products as “a limited-time offer” in an October conference call with analysts — about a month after the company scaled back Beyond Meat availability.

A Beyond Meat spokeswoman did not respond to emailed questions, but sent a one-line statement.

“We partnered with Tim Hortons on a limited time offer. We are always open to collaborating with our partners and may work with them again in the future,” Emily Glickman wrote in an email.

Other chains have seen greater success with alternative-protein items as consumers, including those who eat meat, flock to plant-based proteins for health, environmental and animal welfare reasons.

A&W became the first national restaurant chain to serve Beyond Meat patties in July 2018. Initial demand outstripped supply and the fast-food chain temporarily ran out of stock.

The burger chain has since added a plant-based nugget to its menu for a few weeks, and CEO Susan Senecal has said demand for the veggie burgers has “stayed remarkably stable” since the launch.

Tim Hortons doesn’t seem to be shutting the door completely on the trend.

READ MORE: Beyond Meat goes public as sales of plant-based meats rise (May 2019)

“We will continue to explore plant-based options as part of our regular menu innovation pipeline,” McConnell wrote.

“But there is nothing new planned for the restaurants in the immediate future.

Aleksandra Sagan, The Canadian Press

Like us on Facebook and follow us on Twitter

Tim Hortons

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

Just Posted

School District 51 turns its focus to students’ mental health

‘It’s a shift in our thinking, from what we expect schools to be like and what they are now’

IN PHOTOS: 2020 Wilgress Lake Fishing Derby

Fishermen dotted Wilgress Lake for the Boundary Métis Association’s annual event

Grand Forks marches against gender violence

The Grand Forks march was part of 1 Billion Rising, a global movement against gender violence

IN PHOTOS: Boundary Museum opens its doors to families

Sing, drum, learn and fall back in time!

IN PHOTOS: Family Day weekend in Grand Forks

Fire drills, relays, road hockey and hot dogs!

Protesters barricade Premier John Horgan’s home ahead of B.C. budget unveiling

Demonstrators from the Extinction Rebellion have blocked the Langford driveway

Skull reconstruction gives new insight into unknown man found in B.C. cemetery

RCMP released a 3-D skull reconstruction of a man who was found dead on July 2, 1998

Forest industry supporters and convoy arrive at B.C. legislature in Victoria

Rally delivers petition in favour of ‘working forests’

Ten poisoned eagles rushed to veterinary hospital in Nanaimo

Eagles stricken after eating flesh of euthanized animal at Nanaimo Regional Landfill

What’s in a name? The story of Revelstoke’s Mt. Begbie

It’s likely the iconic peak had several Indigenous peoples’ names before settlers arrived

Trudeau says Wet’suwet’en crisis, rail blockades a critical moment for country

First Nations leaders suggest it may be time to peacefully end the blockades

B.C. budtenders become first private cannabis workers to unionize in Canada

Two of seven Clarity Cannabis storefronts vote to join UFCW 1518 union

Kids exposed to household cleaners as newborns more likely to get asthma: B.C. study

Air fresheners, plug-in deodorizers, antimicrobial hand sanitizers and oven cleaners were the worst culprits

Victoria, Abbotsford record biggest jumps in rent prices nationwide: report

Toronto and Vancouver had priciest rentals in Canada

Most Read