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Article content Executives at Tim Hortons have for several years monitored customer responses to this question: How close do you feel to the Tim Hortons brand? That is, close in an emotional way, not a geographical one. As in: How near and dear do you hold the national coffee and doughnuts chain in your heart? We apologize, but this video has failed to load. Try refreshing your browser, or We must own it : Tim Hortons says plan to take back breakfast is working Back to video Responses to the question, on a scale of one to 10, feed into a metric called “brand closeness.” A high score signals that customers feel they have an emotional relationship with Tim Hortons, rather than a purely transactional one, said Duncan Fulton, chief corporate officer for parent company Restaurant Brands International Inc.

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