The Rise and Fall of Tim Hortons‘ Omelet Bites

Egg bites have become a go-to breakfast item at quick-service restaurants like Starbucks and Dunkin‘. But Tim Hortons‘ own short-lived take on the trend – omelet bites – were discontinued in 2021 after just 3 years. What were these bites all about, and will they ever make a comeback?

The Growing Popularity of Egg Bites

Egg bites first started appearing at chains like Starbucks in 2014 and quickly gained a fan base. According to Technomic data, sales of breakfast sandwiches at quick-service restaurants rose by 20% from 2012 to 2020. Egg bites were an easy way to get the nutrition of eggs in a fun, handheld package.

Tim Hortons entered the egg bite game in 2018 with their omelet bites, aiming to capitalize on the popularity and offer customers a new protein-packed breakfast option.

Tim Hortons‘ Omelet Bite Flavors and Nutrition

The omelet bites initially launched in 3 flavors:

The spinach and egg white version contained fewer calories and less fat compared to the bacon and cheese. Both offered a significant amount of protein.

In 2019, the jalapeno and cheddar flavor was added to the lineup for a limited time as a spicier, cheesier option.

How the Omelet Bites Were Received

Based on customer reviews, the omelet bites saw mixed reactions. Some praised the convenience, flavor, and nutrition. But others complained about the small, overpriced portions and lack of customization compared to regular omelets.

According to industry sales data, Tim Hortons‘ omelet bites only captured [X%] of the total egg bite market share in 2019, significantly trailing Starbucks [X%], Dunkin‘ [X%], and others.

Without a compelling differentiator from competitors‘ versions, and lukewarm customer demand, the omelet bites struggled to take off.

Why Tim Hortons Discontinued the Omelet Bites

In the highly competitive fast food breakfast segment, the omelet bites failed to find a large enough niche. In 2021, Tim Hortons removed omelet bites from its menus entirely.

Several factors contributed to this decision:

• Underwhelming sales – The bites saw weaker than expected demand compared to traditional breakfast sandwiches.

• Streamlining the menu – Eliminating slower products allowed Tim Hortons to simplify operations.

• Tougher competition – Rivals continued to innovate their own egg bites, chipping away at market share.

Ultimately, the omelet bites didn‘t offer enough incentives for customers to choose them over either standard Tim Hortons breakfast fare or competitors‘ egg bites.

Will Omelet Bites Make a Comeback?

Given the continued growth of the egg bite trend, Tim Hortons could potentially look to bring back an improved version in the future. However, they would need to find ways to differentiate the bites and boost appeal.

Some possible ideas include introducing new flavors, lowering the price point, or positioning as a healthier choice. According to Mintel research, 58% of customers want restaurants to offer more high-protein breakfast items like egg bites.

For now, former omelet bite lovers can get their fix at Starbucks, Dunkin‘ and other chains. But don‘t write off a Tim Hortons egg bite comeback down the line if they can crack the recipe for success.