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

Lake Country Food Bank welcomes wheelbarrow load of donations

Rotary Club presents symbolic cheque for the $24,600 raised since August 2018

Vernon family shares story of son’s cancer recovery to encourage blood donation

Finlay Ritson’s parents can’t donate blood, but hope his story will encourage others to do so

WATCH: North Okanagan seniors stay fit in self-isolation

Residents have taken to their balconies to follow along in exercise class

‘An extra $220 every 90 days’: B.C. patients pay more dispensing fees due to prescription limits

Kelowna woman says it’s outrageous to charge for refills every 30 days

Colouring book will feature images of Summerland

Project is a joint initiative of Summerland Museum and Summerland Community Arts Council

‘Hold our line’: 29 new cases of COVID-19 announced in B.C.

Saturday’s number of new cases marks the lowest in weeks.

Visitor to Kamloops army club tests positive for COVID-19: Interior Health

The individual visited Anavets 290 Army and Navy Club between March 13 and March 17

Two inmates found positive for COVID-19 at federal prison in B.C.; other tests pending

15 staff self-isolating waiting results, refusal to work notice sent, says correctional officer

COVID-19: Staying home in Shuswap is difficult when you don’t have one

As the snow flies, people without homes in Salmon Arm talk about how tough life is

Critic, workers’ group ‘disappointed’ Trudeau chose Amazon to distribute PPE

Amazon Canada said in an email to The Canadian Press that it is working with Canada Post, Purolator

Vernon politician questions if response to COVID-19 worse than virus

Precautions make sense but destroying economy in process doesn’t, says Coun. Scott Anderson

‘Always look on the sunny side,’ Okanagan senior says

Heaton Place resident shares story of growing up in Roaring Twenties

92-year-old Vernon woman crochets 1,000 toques for donation

Daisy Ferguson has been working on the toque project for the past six years

COVID-19: ‘Think before you click,’ north Okanagan city says

City of Armstrong urges residents stay safe online as phone, email scams on rise amid pandemic

Most Read