In the last two days, both Subway Canada and Tim Hortons restaurants have announced they will source 100% Canadian beef. For Subway restaurants, this will mean featuring the new Prime Rib Melt and for Tim Hortons, the beef will be back in the steak & cheese panini (with a brand-new Chipotle-flavoured option) and, for a limited time, a new grilled steak & egg breakfast sandwich.
— SUBWAY® Canada (@SUBWAYCanada) October 2, 2014
“The Canadian beef industry is thrilled to be providing SUBWAY Restaurants across Canada with 100% Canadian beef,” said Rob Meijer, President, Canada Beef. “This is a great opportunity for our local producers to showcase their top quality product in a premium quality sandwich.” On Tim Hortons also sourcing 100% Canadian Beef, Meijer said in a release, “Canada’s 68,000 beef cattle farmers and ranchers appreciate Tim Hortons’ commitment to offer top quality sandwiches featuring 100 per cent Canadian beef.”
— Tim Hortons (@TimHortons) October 1, 2014
Both chains have decided to season their announcements with consumer participation in social media. Subway is asking Canadians to share their quirky pre-game hockey rituals on Facebook and Twitter using #SUBWAYGetPrimed. The top 10 pre-game quirky hockey rituals in Canada will be profiled by Subway Canada in partnership with BuzzFeed.
Tim Hortons, on the other hand, has launched its “Steakholder” competition, running October 1-8, 2014 (see official rules). Canadian fans are encouraged to tweet @TimHortons with the hashtag #TimsSteakholder and reasons why their colleagues deserve a “Steakholder” lunch (Steak & Cheese Panini combos) to be entered into a random draw to win their own “Steakholder” meeting.