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

Just Posted

Son of Second World War veteran returns to Norway to see site of rescue, repatriation

Six-man crew crash lands in Nazi occupied territory, only known instance of entire crew surviving

Hundreds mark Remembrance Day with ceremony at Saanich municipal hall

Revellers took in the ceremony, then went into the hall for coffee, hot chocolate, and cookies

Colwood house helps homeless veterans get back on their feet

Cockrell House has helped more than 100 people since it was established in 2009

Colwood veteran recalls harrowing experience during Second World War

The 95 year old one of 32 survivors after German sub sinks warship

Legions help keep the memories alive

Legions offer many services for the community

VIDEO: Pups in the pool: West Shore rec centre’s Dog Swim a success

West Shore Parks and Recreation goes to the dogs Sunday night

Greater Victoria 2019 holiday craft fair roundup

Get a jump on your holiday shopping

Sportsnet fires Don Cherry after negative comments about immigrants

Don Cherry had said immigrants don’t wear poppies like other Canadians do

Trudeau’s new cabinet: Gender parity because it’s 2019? Or due to competence?

Prime Minister Justin Trudeau will soon appoint his new cabinet

Canada among three G20 countries least likely to hit emissions targets

It says Canada, South Korea and Australia are the farthest off

Conservatives’ Scheer wants Trudeau to open Parliament Nov. 25

That’s five days after Justin Trudeau is scheduled to swear in a new cabinet

Last remaining Centurion tank from the Korean War makes its journey ‘home’ to B.C.

Tank arrives in B.C. the day before Remembrance Day after a more than 4,500-kilometre transfer

Canadians mark Remembrance Day this morning

This year exactly 101 years to the day after the end of the First World War

Devils strike early, hang on for 2-1 win over Canucks

Vancouver now 0-8-3 in last 11 games versus New Jersey

Most Read