Issues in the Case
1. Expansion by being acquired
The case poses the question who benefited from the acquisition-Wendy's or Tim's-and suggests that whatever the answer, it would become clear from the company's performance after it returned to Canadian ownership, following its divestiture by the U.S. acquirer.

2. The competitive environment for "fast foods"
Fast food succeeded in reducing outside home dining to a routine activity and raised consumer restaurant spending to nearly 50 per cent of disposable income at a time of enormous social and demographic change. But the future looks less rosy and in particular cites an aging population and the rise of in-home fast food as major threats.

3. Marketing vs. Supply Chain Management
The case also underlines a major weapon in Tim's arsenal of competitive strengths-the "always fresh" ability to keep "fresh today" donuts stocked in every outlet. This is a significant achievement in supply & distribution chain management. But is it also an impediment to expansion?

4. Expansion by partnering with complementers (e.g. Wal-Mart)
Is this a viable approach to meeting competition? Or does it pose risks that are outside the control of the company, such as the ability of the complementers to ensure a top-notch customer experience?

5. Technology
How can a food service chain like Tim's gain a competitive advantage from technology? The case mentions cash cards, but also notes that these are easily matched by competitors like Starbuck's, Second Cup and MacDonald's. Are there any other applications of technology that would yield sustainable advantage? (e.g. Customer Relations Management, Employee Resources Management, Supply Chain Management, Global Positioning Systems, Web 2.0, SMS texting, RSS feeds, etc.?)

Strategic Analysis
The case can also be used for an exercise in analyzing company competitive advantages using (i) Michael Porter's 5 forces model and (ii) drilling down into the company's ability to create and sustain an appealing value proposition. Two other competitors are mentioned in the case-Dunkin Donuts and Krispy Creme. Students can be assigned to examine the value proposition of each company and compare it to that of Tim Horton's.

In this connection, students should be asked to compare company goals, the company's product /market focus, its "value proposition" to attract and retain customers and the core value adding activities and how they are performed.

An excellent guide is Crossan, Fry and Killing (2002-5th edition) Strategic Analysis and Action, Prentice Hall

Additional Factors
The case focuses on Tim's "Always Fresh" performance. But Tim's has also added another feature in its low cost small meals, usually consisting of soup and sandwich and similar choices. Apart from being an alternative fare to burgers and fries, these choices appeal in particular to an aging demographic, as is readily evident from a visit to any Tim's in off peak hours.

Finally, a point the case does not comment upon: the company's success in identifying its goals with those of the communities in which it does business. Perhaps only Canadian Tire has succeeded as well in building local presence across Canada. By building on the halo of values surrounding hot drinks and comfort food, Tim's has succeeded in becoming a valued member of every community served by its franchises. Its presence alongside Canadian troops in Kandahar is a symbol of its commitment and its success in achieving status as "a little bit of home" in the Canadian market.