Tim Hortons, McDonalds, Wendy’s and branding

Tim Hortons (TSX: THI) dodged a lawsuit concerning the methods that it uses to bake goods and cost allocation between franchisees and the parent company.

The key quotation is the following:

Under what’s known as the “Always Fresh Conversion” several years ago, the company stopped making baked goods from scratch in each location every day, and instead started shipping partially baked items that had been flash frozen before final baking in ovens at all Tims locations every morning.

This “several years ago”, to my own experience was nearly a decade ago. While I was not a huge consumer of doughnuts to begin with, they were good for parties and the like. After they did this conversion I no longer purchased them and notably did not find any substitute products that were baked of sufficient quality that I could go to.

I’m somewhat surprised that Tim Hortons is able to retain such a high amount of customer share despite the perception of product quality being somewhat worse than McDonalds (NYSE: MCD). Financially, Tim Hortons is quite well managed, with them reporting a 2011 fiscal year earnings that was about 11% better in operating income than in 2010 (adjusting from a one-time gain from the sale of their bakery). Their balance sheet is relatively clean, with a year’s worth of income of long term debt.

They do appear a tad expensive, with a valuation of 22.5 times 2011 earnings.

The lesson for investors is that product branding is a very strong intangible asset of a business. It takes more than flash-frozen not-so-fresh doughnuts to turn off consumers and their fast food habits.

I guess my sour grapes is still remembering staring at my computer screen in 2003 and seeing McDonalds trading at $15 a share and thinking that despite its operational woes at the time, the company was worth purchasing. The original parent of Tim Horton’s, Wendy’s (NYSE: WEN) just doesn’t have the allure at current valuations either – their branding is much, much less valuable. Everybody around the planet knows about McDonalds and this is what makes their brand so powerful.

30-year treasury bonds

I am so tempted to short 30-year bonds right now. I might soon.

There are a few ways to represent this position:

1. Short bond futures (CME) – this is the world’s most liquid proxy to treasury bonds (other than dealing with the underlying product directly!). It has the advantages of liquidity and dealing strictly with the capital and not income component of the bond.

2. Purchase/short a liquid ETF that deals with long-term treasuries. There are a few to choose from:

– iShares 20-year+ government bond fund (TLT) – MER is 0.15%; average term of bond is 27.8 years – fund is highly liquid and shortable;
– Proshares Ultra/short (2x) 20-year+ (UBT/TBT) – MER is 0.95%; linked to TLT performance above as basis index. UBT is not very liquid, while TBT is very liquid.

ETFs have the advantage of being tradable in smaller amounts than futures (Future contracts are for $100,000 face value of product, which currently trade around 142% of par for the June contract). Futures typically have a spread advantage ($31.25 per $142,000 notional value), but liquid ETFs such as TLT have typically had penny spreads, resulting in comparable slippage. As previously mentioned the futures have an advantage with stripping the income-related aspects of the bond, and also tax advantages (both in the USA and Canada).

Playing with numbers – What you can buy with $469 billion

Apple’s market capitalization is $469 billion. Let’s see what you can buy with $469 billion?

Microsoft’s market cap is $257 billion, and Intel is $136 billion. Throw in Dell for some chump change ($32 billion) and you still have $44 billion left to blow on beer and popcorn.

Alternatively if you wanted to go for a more “online model”, you could pick up Google for $199 billion, and throw in Ebay for $43 billion, Yahoo for $20 billion, LinkedIn ($8.5 billion), Amazon for $87 billion and still have $112 billion left to pick up things like Facebook (presently the IPO is not priced yet).

I’m not saying that Apple is a buy or a sell at existing prices, just that its market gigantic market capitalization means it will be facing the law of large numbers, mainly it becomes more and more difficult to increase your size on a constant percentage basis when you get bigger.

Another investment candidate

There are some interesting companies available that do not give out dividends.

I’ve started to build a position in a company that is another leader in its niche, in the $500-$1B market cap range, enterprise value roughly equivalent to its revenues. It is seemingly a bit expensive, trading at about 25 times projected 2012 earnings, but it is in a sector where it will obviously be a growth industry and likely they will be able to increase such earnings over the long run.

The most dangerous investment right now appears to be locking your money up at 2% for 10 years in government bonds. Even cash seems to be better than this.