While Scousers lead the way in everyday acts of kindness, hot on its heels was Newcastle, where more than half (53%) of Geordies regularly smile at strangers passing in the street and happily let another car go ahead of them (52%). However, Portsmouth was the home of small talk, with 56% declaring they strike up friendly conversation with someone they don’t know on a regular basis.
To nurture this positivity across the UK – and bring a little taste of Canadian-style kindness to communities nationwide – Tim Hortons launched its “Naughty but Nice” menu earlier this month. But there was a twist: only those who showed a little kindness in store could get their hands on the exclusive items. In just three weeks, thousands of Cheesy Loaded Timbits® and OFG Donut Chicken Sandwiches have been served to customers, proving that being ‘nice’ really does pay off.
Still, some places are leaning a little more naughty than nice. The research found Londoners to be the naughtiest; almost a third (31%) admit to ordering a takeaway despite having food in the fridge, making excuses to avoid plans and stay in (28%) and ignoring messages out of laziness, while pretending they never saw them (25%). And things didn’t fare much better in Birmingham, where just 17% would offer to help someone carry heavy luggage or let someone order before them in the pub (16%).
To help encourage a little more kindness, in London and beyond, Tim Hortons UK has also taken its mission online, surprising social media users who’ve shown genuine acts of kindness with free coffees and exclusive food discounts. Because whether in store or online, a little niceness goes a long way.
Louise Buet, Head of Marketing at Tim Hortons UK says“Canada has long been known for its warm welcome and kindness, and we wanted to bring a little of that spirit to the UK. Whether it’s a friendly smile in store or a compliment shared online, we’ve been encouraging small acts of kindness – and rewarding them with exclusive access to our Naughty but Nice menu. At Tim Hortons UK, kindness is at the heart of what we do, because we believe even the smallest act of kindness can brighten someone’s day.”
Top 5 nicest cities in the UK
- Liverpool (11%)
- Newcastle (10%)
- York (10%)
- Edinburgh (9%)
- Manchester (8%)