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)

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

COVID-19. (Image courtesy CDC)
Alberta reports 1,731 new COVID-19 cases on Saturday

The province’s central zone has 992 active cases

(Photo submitted)
Ermineskin citizen graduates vet school, is part of busy practice

Dr. Justin Hodgson is rolling up his sleeves in Meadow Lake, Sask.

Shaela Dansereau/Pipestone Flyer
Wetaskiwin City services impacted by new public health measures

Public centers and availability to public impacted by the new public health measures.

Wetaskiwin Composite High School. Shaela Dansereau/ Pipestone Flyer.
Wetaskiwin Regional Public Schools prepare for transition back to online learning

Grades 7-12 will are mandated to transfer to online learning starting Nov. 30, 2020.

Idyllic winter scenes are part of the atmosphere of the holiday season, and are depicted in many seasonal movies. How much do you know about holiday movies? Put your knowledge to the test. (Pixabay.com)
QUIZ: Test your knowledge of holiday movies and television specials

The festive season is a time for relaxing and enjoying some seasonal favourites

In this undated photo issued by the University of Oxford, a volunteer is administered the coronavirus vaccine developed by AstraZeneca and Oxford University, in Oxford, England. Pharmaceutical company AstraZeneca said Monday Nov. 23, 2020, that late-stage trials showed its coronavirus vaccine was up to 90% effective, giving public health officials hope they may soon have access to a vaccine that is cheaper and easier to distribute than some of its rivals. (University of Oxford/John Cairns via AP)
Moderna chairman says Canada near head of line for 20 million vaccine doses

Trudeau created a firestorm when he said Canadians will have to wait a bit to get vaccinated

Conservative MP Pierre Poilievre speaks during a news conference Monday, Nov. 16, 2020 in Ottawa. Poilievre says building up the Canadian economy post-pandemic can't be achieved without a massive overhaul of the tax system and regulatory regime. THE CANADIAN PRESS/Adrian Wyld
Conservatives attack Trudeau’s ‘reset’ but they have ideas for their own

‘We don’t need subsidized corporate welfare schemes that rely on endless bailouts from the taxpayer’

There were 47 new COVID-19 cases in Alberta Tuesday. (THE CANADIAN PRESS/Paul Chiasson)
Spread of COVID-19 in Brampton, Ont., linked to systemic factors, experts say

‘We’re tired. We’re numb. We’re overworked. We’re frustrated, because it’s not our rules’

A couple embrace during a ceremony to mark the end of a makeshift memorial for victims of the Toronto van attack, at Yonge St. and Finch Ave. in Toronto on Sunday, June 3, 2018. THE CANADIAN PRESS/Cole Burston
‘I’ve been spared a lot,’ van attack survivor says as she watches trial alone

Court has set up a private room for victims and families of those killed in the Toronto van attack

A person enters a building as snow falls in Ottawa, Sunday, Nov. 22, 2020. Ottawa has been successful in limiting the spread of COVID-19 during its second wave thanks to the city’s residents who have been wearing masks and staying home, said Ottawa’s medical officer of health Dr. Vera Etches. THE CANADIAN PRESS/Justin Tang
People to thank for Ottawa’s success with curbing COVID-19: health officer

The city’s chief medical officer said much of the credit goes to the people who live in Ottawa

Ridge Meadows RCMP are developing a new strategic plan for the detachment. (Phil McLachlan)
UPDATED: Male wanted for Montana First Nation shooting arrested

Darcy Cattleman located in Conklin, Alta.

The Red Deer Games Foundation has made changes to its grant program as a result of the ongoing COVID-19 pandemic. (Photo supplied)
Red Deer Games Foundation adjusts grant program due to COVID-19 pandemic

The foundation postponed the spring 2020 grant program due to the COVID-19 pandemic

Alexandre Bissonnette, who pleaded guilty to a mass shooting at a Quebec City mosque, arrives at the courthouse in Quebec City on February 21, 2017. THE CANADIAN PRESS/Mathieu Belanger - POOL
Court strikes down consecutive life sentences; mosque shooter has prison term cut

The decision was appealed by both the defence and the Crown

Most Read