The dismal numbers we saw from Tim Hortons only provide us with half of the picture. Within Canada, Tim Hortons is everywhere; I once had a whopping seven locations all within a one-kilometre radius of my home. This level of saturation not only weighs down same-store sales numbers but also contributes to brand fatigue within the domestic market. Granted, much of last year was spent fighting off the rising tide of disgruntled franchisees, but the fact remains that Tim Hortons's brand reputation dropped considerably last year.