Operational effectiveness is not a strategy ~ Michael Porter (more or less).  Every company should strive to be efficient, but in the end that's not how you build a durable competitive advantage.  An efficient company with no soul and a diminished brand won't withstand the test of time.

As for me, I stopped eating at Tim's after 3G took over.  They stuck my usual sandwich on a croissant, and jacked the price of the combo up 30-40%.  Now I just make my own sandwich and buy a carton of milk and a tin of coffee for the office coffee maker.  It's a lot cheaper and colleagues thank me for making the coffee.