Brand loyalty is a funny thing.
Because it’s a kind of love.
And love is a funny thing.
Take Burger King.
I do not love Burger King because I’ve never loved Burger King. McDonald’s, all shiny white and red tile, showed up and won me when I was a wee lad. They didn’t offer seating, and you ate in your car, itself a thrill for a 6-year-old. McDonald’s lodged in the spot in my heart—metaphorically, though it probably lodged in an actual spot in my physical heart as well, though I try not to think of it—a place reserved for cheap, fast, alternatingly repulsive-and-attractive food.
But Burger King? The first one I remember is on Orrington Avenue in Evanston across from what was then the Northwestern Apartments. Eating there was a sign that I had absolutely nowhere else to eat. And the odd thing is, I’ve always believed that Burger King burgers, flame-broiled on toasted buns, taste better than McDonald’s predigested mash of a burger. No matter. I still prefer McDonald’s, the way you love your mother and not the more fun and more interesting neighbor lady down the street.
Love is a funny thing.
So had the news Tuesday been that Burger King was going out of business, except for sincere sorrow at the loss of jobs; I’d be indifferent. Ta-ta, BK Lounge.
But instead the news is that BK is buying Tim Hortons, the Canadian doughnut chain, and while we barely note it in passing here, north of the border it is a huge deal.
“Why not just cancel hockey while we’re at it?” The Globe and Mail editorialized.
The name Tim Hortons might not resonate with you if you’ve never been to Canada. (Although, really, never? It’s a five-hour drive. Go. They have the metric system and different colored money and everything).
The word people tend to use over and over to describe Tim Hortons is “beloved”
“Extremely beloved,” said Robyn Doolittle, star reporter at the Globe and Mail and author of “Crazy Town,” a new best-seller chronicling her city’s doughnut-larded mayor, Rob Ford. “It’s as much a part of our culture as hockey is and we do love our hockey. It’s such a ritual part of life, especially small town life. You drop you kid off at hockey and grab your Tim Hortons.”
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