Tim Hortons tests food delivery in 3 cities; kids menu and loyalty program to come

Tim Hortons is relying on more than just delivery to garner more enthusiasm for its brand

Some Canadians craving a doughnut or double-double but strapped for time can now have Tim Hortons food brought to them as the national chain started testing delivery this week.

It’s one of several concepts the coffee-and-doughnut chain, working to overcome an onslaught of negative publicity, is trying out in an effort to remain relevant to Canadian consumers.

The coffee-and-doughnut chain launched food delivery with Skip The Dishes, a food delivery app, through 148 restaurants in three cities — Vancouver, Ottawa and Edmonton — Monday.

“I think we came in with a mindset that we have to listen to our guests and adapt to their changing needs,” said Alex Macedo, president of Tim Hortons.

Macedo, who started in the role less than a year ago, said a slew of new hires, including Duncan Fulton, the chief corporate officer of Tim Hortons parent company Restaurant Brands International, is the reason for the brand’s productivity lately.

The company hopes to expand the delivery test beyond those select cities in the coming months, said Fulton, who admits he lives his life on apps like Skip the Dishes, Uber Eats and DoorDash — as do many Tim Hortons customers.

Delivery, he said, is something the eatery obviously needs to be doing.

It’s not the only company to feel that way. Cineplex announced late last month it started offering concession stand snack delivery via Uber Eats to movie-watchers in 60 communities in Ontario, Alberta, B.C. and Quebec.

READ MORE: Is Canada losing its love for Tim Hortons?

Double-doubles and demonstrations: Employees rally outside Tim Hortons

But Tim Hortons is relying on more than just delivery to garner more enthusiasm for its brand. Another change that just made sense is all-day breakfast, Macedo said.

“We’re a breakfast brand and a coffee shop that also sells lunch and dinner,” he said.

About 50 restaurants are now serving breakfast any time and if the test produces good results, Tim Hortons will roll out the extended first meal hours nationally before the end of the summer.

Its all-day breakfast pilot follows the national roll-out of breakfast any time by rivals McDonald’s Canada and A&W last year.

In September, Tim Hortons plans to trial two more changes: a kids menu and a loyalty program.

It’s too early for the company to announce what items will grace the kids options, but customers shouldn’t expect items like chicken fingers or burgers.

“There’s still a lot of other kids menu items out there … that not everybody’s embracing that could be very unique to Tim Hortons,” said Fulton, who said he thinks about what his two kids would like to eat.

The loyalty program will start as a card with basic phone functionality, said Macedo, and will eventually be integrated into the company’s recently launched app that allows customers to order and pay in advance.

All the changes come as the company attempts to strengthen relations with its franchisees. Continued public spats between the chain’s parent company RBI and unsanctioned franchisee group The Great White North Franchisee Association over alleged mismanagement resulted in several lawsuits.

Some Ontario franchisees’ decisions to cut back employee benefits and paid breaks after the province’s higher minimum wage kicked in further marred the company’s image, with some regulars participating in a boycott and nationwide protests.

The brand’s reputation took a big hit on two reputational surveys this year, falling dozens of spots on each one.

Macedo and Fulton both acknowledged some things in the past could have been handled better, but said management has changed how it communicates with franchisees in an effort to bolster that relationship and is working with them to implement all these changes smoothly.

“I think it’s just going to be a matter of time to prove out that this is a new day,” said Fulton, ”and there’s a very sincere interest in working collaboratively with all the franchisees.” \

Aleksandra Sagan, The Canadian Press

Like us on Facebook and follow us on Twitter.

Just Posted

Wetaskiwin carjacking sees 76 year old woman’s vehicle stolen

Wetaskiwin RCMP with Crime Reduction Unit charge robbery suspects

EIR Celebrates 50 Years at the Moose Lodge in Wetaskiwin

Edmonton Raceway presents awards at ceremony Nov. 3

Wetaskiwin soldiers faced hardship, loneliness in WWI

Letters from local soldiers who fought 100 years ago

County of Wetaskiwin won’t allow rec cannabis in campsites

If you want to smoke marijuana, you’ll have to go in the camper

Falun, Rosebrier 4-H collect huge amount of food for food bank

Falun 4-H beef club’s 50th anniversary this year

Calgarians vote ‘no’ to bidding for 2026 Winter Games, in plebiscite

Out of 767,734 eligible voters, 304,774 voted and 171,750 said ”no.”

Canada Post strike having ‘critical’ impact on retailers, eBay tells PM

Canada Post says it is now facing an unprecedented backlog of shipments, largely as a result of strikes

NASA wants Canadian boots on the moon as first step in deep space exploration

The U.S. is seeking broad international support for the next-generation space station to send into orbit a in 2021

B.C. man wanted in connection to domestic assault in Edmonton

Sterling Miles Booker has ‘ROCK’ and ‘ROLL’ tattooed on his hands

Canada wants free trade deal with southeast Asian nations, Trudeau says

ASEAN nations combined have nearly 650 million people, an economy of US$2.8 trillion, and are already Canada’s sixth-biggest trading partner.

Olympic and Paralympic committees disappointed, but respectful of Calgary’s vote

The majority of voters said ‘no’ to a potential Calgary bid for the 2026 Winter Olympics and Paralympic Games.

Wildfire death toll rises in California as search for missing continues

Authorities reported six more fatalities from the Northern California blaze, bringing the total number of dead so far to 48.

B.C. MLAs urge Trudeau to call byelection immediately in Burnaby-South

Four NDP provincial politicians from British Columbia are urging Prime Minister Justin Trudeau to immediately call a byelection in the federal riding of Burnaby-South.

Prince Charles turns 70 with party, new family photos

Charles is due to have tea on Wednesday with a group of people who are also turning 70 this year

Most Read