If an apostrophe is acceptable for the Tim's of tomorrow (Tim's of tomorrow, July 18) then surely it's good enough for the Tim Hortons of today.
The executives in charge of such marketing decisions could begin the iconic chain's concept transition by inserting the bright red coffee bean they're considering as the new corporate logo just above the current signage's 'n' and 's.' Not only would this aid in future brand recognition, but it would put at ease generations of school children (and their equally puzzled teachers) who regularly question the reason for the missing apostrophe.
As for the possibility of contravening Quebec's draconian language laws that initially prompted the character's removal, sometimes a (red) coffee bean is just a coffee bean.
Mark S. Rash