A Campus Coffee Revelation

A plate with a fried egg placed on top of tomato slices on a small, round, striped plate. To the right, there is a mug filled with coffee or tea. The items are on a wooden table with shadows cast from sunlight.

Wednesday morning on campus presented an unexpected case study in consumer behavior.
Faced with two options Tim Hortons and Ethical Bean Coffee I instinctively gravitated toward Tim Hortons. Out of habit. Out of comfort. Out of familiarity.

But that day, something made me pause. The line was long, and I asked myself:
Am I here for quality coffee or have I just been conditioned to believe this is where I belong?

So I chose the alternative.

Ethical Bean delivered identical quality, superior freshness, zero wait time, and the entire experience wrapped up in under 30 seconds.
It got me thinking: Why do we often choose crowded, average experiences when better ones sit quietly next door?

The Origin of My Loyalty: Not What You’d Expect

I don’t have a deep personal connection to Tim Hortons. But growing up, I remember watching YouTubers like Lance Stewart mention Tim’s in their videos. It felt iconic like this was the Canadian experience. When I landed in Toronto for the first time, I remember wandering the airport looking for food and spotting a Tim Hortons.

“Oh wow, that’s the one from the videos,” I thought.

I went in, ordered coffee, and felt like the biggest boss in town.
Then I took a sip. It tasted like water.
But I tried to convince myself it was good. Why? Because the brand had already built the hype for me. I was just filling in the story I’d been sold.

Is It Brand Love, Trust, or Identity?

Sometimes we love a brand for what it sells.
Sometimes we love it for what it stands for.
And sometimes… we love it because it feels socially valuable to love it.

It’s not always based on tangible value it’s often based on perceived status, identity, or social perks.
That was my case with Tim Hortons. It wasn't the taste or the service. It was the feeling that I belonged in that experience.

What About Price?

Would I have chosen Ethical Bean if it was $1 more expensive?
Yes. The line was shorter, the taste was better, and the experience was seamless.

Would I still go back to them if the price matched Tim’s?
Absolutely up until the moment it becomes overcrowded or quality drops.

Loyalty vs. Familiarity

So… are we loyal to value, or are we loyal to familiarity?

Honestly, both.
I’m loyal to my health insurance (BC MSP) because of its unbeatable value.
But I also continue paying for Adobe Creative Cloud, despite constant frustrations with price and performance simply because I’m familiar with it. It saves me time. And I haven’t committed to learning something new like DaVinci, even though I know it’s cheaper, better, and more powerful.

Routine vs. Intentionality

There’s a famous idea in psychology:
Movements are inspired by actions, actions are sparked by thoughts, and thoughts are shaped by influence.

At some point, our intentional decisions become routine.
Take coffee: Tim Hortons is everywhere. It’s open longer hours. It’s visible. It’s familiar.
You don’t always choose it because it’s great you choose it because it’s there.

Over time, convenience becomes loyalty. Even if the product is average.

Breaking the Pattern

Would I choose Ethical Bean again?

Yes.
The experience was strong enough to break my default behavior. But it only happened after I asked myself one simple question:

“Why am I so loyal to this brand?”

And when I couldn’t answer that question honestly, I tried something different.

So What Should Ethical Bean Do?

Here’s the irony: Ethical Bean is lowkey and that’s part of what makes it great.

The best products don’t always chase scale.
In fact, scaling too fast can destroy quality. You lose the intimacy. You lose control.
That’s what makes Ethical Bean taste better. They’re not chasing clout they’re focused on quality.

But if they did want to grow their campus loyalty, here’s what I’d recommend:

  • Smart storytelling that reflects the community they’re in.

  • Authentic partnerships with student groups or faculty.

  • Sampling moments—especially during peak Tim’s hours.

  • Maybe even a quiet “anti-hype” campaign: “No lines. Just good coffee.”

The goal isn’t to become the next Tim Hortons.
The goal is to stay authentic while slowly earning trust.

The Power of Cultural Identity

Before Tim Hortons was bought by U.S. corporations, it was a symbol of Canadian identity.
People didn’t just buy coffee they participated in a shared cultural moment.

It was small celebrations. Donut runs. Road trip stops. A taste of “home.”
And when a brand becomes embedded in the culture, it becomes irreplaceable even if the product quality declines.

That’s brand equity at a national level.

The Role of Social Proof

Social proof is massive.

If Ethical Bean had a line out the door, people would automatically assume:
“This must be good.”

It’s like that experiment where budget Payless Shoes were rebranded in a fake luxury store with lighting, packaging, and ambiance.
Suddenly, people thought they were buying high-end fashion and were willing to pay 10x the price.

It wasn’t the product.
It was the presentation, the crowd, and the perception.

Social proof builds trust often faster than quality does.

Final Thought

Brand loyalty isn’t just about products.
It’s about stories. Familiarity. Social belonging. Emotional identity.

Sometimes we choose what's best.
Sometimes we choose what feels best.
And sometimes… we just choose what’s closest.

The next time you line up somewhere, pause and ask:
“Why this brand?”
Your answer might tell you more about your mind than your taste buds.