Sunday, September 14, 2008

coffee with benefits

Down on your luck? Don't despair. Just when you thought the Canadian economy was in shambles, with economic growth sputtering and job losses making headlines daily, a glitter of hope helps all of us Canadians remember how lucky we are to live in this great country.

If you can't quite make out the photo here, it's actually a Tim Hortons coffee cup. What's so special about this cup is, that printed on the bottom it reads:
"Imagine a job that fits your life"

The massive coffee shop chain is actually using their ubiquitous brown and tan cups to solicit for potential new hires. Most Canadians are very familiar with these cups as Tim Hortons (THI) sells about $6B worth of coffee and donuts each year. That's a lot of double-doubles. These cups are probably the most common piece of litter on Canadian roads, as well as fixtures in vehicle cup holders from Kelowna to Kingston. Not to mention, apparently some of the most valuable advertising space in Canada.

With Alberta's economy zooming along some Tim Hortons outlets in the oil rich province have been forced to close their doors before dinner time due to lack of staff. While the rest of the country may not quite be in the same boat, and not everyone would enjoy working at Tim Hortons, it is nice to know that the coffee chain is so in need of new staff that they're selling their products emblazoned with this help wanted ad.


Michael James said...

It's interesting that Tim Hortons would advertise for employees on its cups. This may indeed be a sign that things are going well and they have a sudden need for more employees. Of course, they could get more employees quickly by just raising the pay. I see the advertising for employees on cups as more of a cost-saving measure. The better they do at enticing people to work for them, the lower they can keep pay rates.

This applies to other areas as well. High-tech employers are constantly complaining that there is a shortage of talent to work for them. But, if they increased pay levels, talented people would come out of the woodwork. What these employers are really doing is asking the government and schools to produce more technical graduates so that pay levels stay down. Everything is about supply and demand.

MG (moneygardener) said...

Agreed, but that doesn't change the fact that paying low rates keeps expenses down and as long as they remain profitable...they'll put up with it. A weaker economy also means the potential pool of THI employees grows.

The Rat said...

Interesting post. You're right about the coffee joints in Alberta having to close due to a shortage of or lack of attracting new employees. I can definitely say that if this type of job fits my lifestyle, I would never get any sleep! Its bad enough that I get my caffeine intake through the Timmy's drive through now, imagine if I worked there!
It's too bad that Tims' does not offer a lucrative dividend - if they did, I would probably buy some shares.