I think Timmies has to recognize it's traditional base and play to it.
Timmies has already lost the latte slurping metrosexual hipsters found south of Bloor Street, and should concentrate on the construction workers and hockey moms found in the far flung suburbs and small towns of Canada. All these people want is a reliable coffee shop with a predictable menu where they can go to for lunch, or to kill some time while the kids are off at a hockey tournament or at football practice. All these people want is a nice bowl of chili or a ham & Swiss sandwich and a bowl of soup for a reasonable price on a snowy December afternoon, and to commune with Joe from down the street.
This is an urban vs rural Canada sorta thing, or a Liberal vs Conservative thing. Timmies has a target demographic, and that demographic is Don Cherry. They have to realize this and embrace it, and stop trying to change things!!