I think the headline misrepresents it a bit, but:

• Tim's has a long history of playing to a sense of nostalgia and "shared Canadian values".

• Politicians have been using this association to try to seem like Regular Joes for years.

• The franchise is owned by one of the largest corporations in the world.

• Their menu increasingly contradicts the "traditional" vibe they promote, with newer items like Sweet Chili Chicken Loaded Wraps and Loaded Bowls, Tiramisu Cold Brew, and Blackberry Yuzu Sparkling Quenchers.

• They're also increasingly expanding options that discourage people from eating in-store, eroding their "de facto town square" image.

• Maybe the confused identity of the brand reflects the confused identity of Canada as a whole.

To be honest, it's a pretty muddled piece, but there are a couple of interesting points in there.