The term 'iconic' is vastly over used yet I can understand it having been applied to TH particularly so in less harried areas outside downtowns where people would linger and develop the place into some minor local meeting place.

All that is bound to change with the steady deterioration in the quality of the baked wares, the lessening of choice in them as they add all sorts of other stuff including soups that smell up the joint. The large scale employment of TFWs certainly doesn't add to the 'Canadian' angle which has now been totally destroyed by the foreign takeover. 

Time will tell, but I suspect that alternatives will in time take market share from the Brazilian TH.