Tim Hortons agreed to delete the data.
The app guessed users’ home locations and flagged when they went to sporting events
According to records reviewed by the commission, Tim Hortons sought the data to support trend reports saying customers were switching to its competitors — and as the COVID-19 pandemic unfolded, to track shifts away from downtown locations and toward closer-to-home suburban ones. Its Radar-enabled analysis generated an “event” whenever users visited one of nine Tim Hortons competitors, including McDonald’s, Starbucks, and Second Cup Café.
Tim Hortons apparently considered using the data to run tailored promotional offers based on where users were located, but it ended up refocusing its efforts and used it only for broad trend-based analysis. The commission notes that, even if the data wasn’t used, it was still stored by default for a year — and although it was supposed to be anonymized, numerous studies show it’s not hard to identify individuals based on supposedly anonymous data.
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