Coffee Brands in Canada

The Coffee industry in Canada, as captured by the GCBI, is defined less by innovation and more by comfort, familiarity, and approachability. At the top of the category is Second Cup, which earns the highest GCBI score among coffee brands. It performs especially well in friendly, nice, and respectful, with strong ratings in honest and tolerant as well. Second Cup’s relative success may reflect its recent repositioning efforts: a modernized store aesthetic, curated beverage menus, and an emphasis on local community presence have helped the brand reclaim ground in a competitive space. It is seen as warm and socially considerate—a brand that may not be trendy, but is consistently pleasant and reliable.

Trailing closely are Timothy’s World Coffee, Coffee Time, and Country Style—all of which receive solid scores in the emotional dimensions that Canadians value, such as friendly and nice. These brands may not dominate the headlines or urban markets, but they maintain a quiet, enduring appeal, especially in smaller cities and suburban areas. They are perceived as unpretentious and straightforward, and their modest but stable GCBI scores reflect consumer appreciation for no-nonsense brands that deliver familiar experiences. While none of these brands break out in terms of adventurousness, they do maintain respectable scores in honest and tolerant, reinforcing a feeling of basic decency and trust.

Tim Hortons, long considered a national icon, ranks last among the five in the coffee category—a striking result that reflects recent declines in public sentiment. While it still scores decently on friendly and nice, it underperforms in honest, respectful, and sustainable, suggesting that Canadians increasingly view it as a brand disconnected from the values it once championed. Ownership changes, quality concerns, and franchisee disputes have all contributed to a perception that Tim Hortons is now more corporate than community-oriented. Despite its ubiquity, the emotional bond between the brand and many Canadians appears to have frayed.

For coffee brands to succeed in Canada, the GCBI makes it clear that emotional connection matters just as much as convenience. Canadians reward brands that feel approachable, fair, and community-rooted—even more so than those that chase premium status or rapid expansion. In a market defined by ritual and routine, the winning formula is not necessarily disruption but dependability with heart. Coffee may be a daily habit, but how a brand makes people feel during that habit can make all the difference.