Bag of crumbs at Tim Hortons

What do you see

What do you see in the photo above? Look very closely before you answer. Really, really closely.

Before I tell you what I see, I need to share a short story with you.

When my son was young, Saturday was grocery-shopping day. My job was to occupy him for the hour or so it took to get groceries. We would immediately head to the bakery counter where they gave us doughnut holes for free.

“Take them, we’re just gonna throw them away!”

Then one Saturday we showed up, headed to the bakery, the clerk handed us each a bag of doughnut holes and asked for $2.00, $1.00 for each bag.

“But they are FREE!” we protested.

The grocery store and every other bakery figured out that there was money in what they were throwing away. Some places even branded their holes as Tim Bits or Munchkins.

As I was waiting for my coffee at a Tim Horton’s drive-through yesterday, I was nibbling on the muffin in the bag. It was crumbling apart as I picked at it. I wondered out loud, “Would someone pay for a bag of crumbs? What does Tim’s do with their muffins that crumble? Throw them away?”

NOW what do you see in the photo above? At worst, you should see a revenue-reclamation product. At best, a branded product.