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

Herd of deer camp out in Yennadon front yard

Four bucks and two does rested under the shrubs of a Maple Ridge home Friday

Pitt Meadows technology to help grow leafy greens in Okanagan

Cubic Farms sold 16 of its machines to a company in Armstrong, B.C.

Maple Ridge mom wants justice on two-year anniversary of daughter’s death

Megan Kinnee, 19, died July 13, 2018 after motorcycle crash in Abbotsford

Maple Ridge neighbourhood rallies together for Saturday garage sale

Event aimed to bring Albion residents together – but not too close – while the financially strapped

Farmers market returns to downtown Maple Ridge

Next Saturday, July 18 people can shop at the newly reconfigured market in Memorial Peace Park

Woman sexually assaulted, robbed near Surrey SkyTrain station: RCMP

Police say the incident happened July 10, just after 11 p.m. near King George SkyTrain station

B.C. Ferries increasing passenger capacity after COVID-19 restrictions

Transport Canada 50-per-cent limit being phased out, no current plans to provide masks

Once-in-a-lifetime comet photographed soaring over Abbotsford

Photographer Randy Small captures Comet NEOWISE in early-morning sky

Amber Alert for two Quebec girls cancelled after bodies found

Romy Carpentier, 6, Norah Carpentier, 11, and their father, Martin Carpentier, missing since Wednesday

Bringing support to Indigenous students and communities, while fulfilling a dream

Mitacs is a nonprofit organization that operates research and training programs

B.C. man prepares to be first to receive double-hand transplant in Canada

After the surgery, transplant patients face a long recovery

Grocers appear before MPs to explain decision to cut pandemic pay

Executives from three of Canada’s largest grocery chains have defended their decision to end temporary wage increases

Man shot dead in east Abbotsford suburbs

Integrated Homicide Investigative Team called to investigate

Most Read