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

Aussies buy majority stake in Red Chris mine

Company looks forward to relationship with Tahltan Nation

B.C. minister says rural internet is ‘railroad of the 21st century’

Jinny Sims talks details about the $50-million provincial and possible $750-million federal funds

Premier in Witset for reconciliation discussions

We need to be here together: Horgan at Wet’suwet’en feast.

Move natural gas pipeline, MP suggests

Coastal GasLink could then avoid opposition

Zero-interest student loans a huge relief: CMTN student union

Parliamentary secretary hears from Terrace students, alumni and staff

Five highlights in the 2019 federal budget

Latest budget includes a sprinkling of money for voters across a wide spectrum

Facebook to overhaul ad targeting to prevent discrimination

The company is also paying about $5 million to cover plaintiffs’ legal fees and other costs

B.C. mosque part of open-house effort launched in wake of New Zealand shootings

The ‘Visit a Mosque’ campaign aims to combat Islamophobia

‘That’s a load of crap’: Dog poop conspiracy spreads in White Rock

Allegation picked up steam through a Facebook page run by a city councillor

Explosives unit brought in after suspicious boxes left at B.C. RCMP detachment

Nanaimo RCMP issues all clear after packages were found on lawn earlier in the day

2019 BUDGET: As deficit grows, feds spend on job retraining, home incentives

Stronger economy last year delivered unexpected revenue bump of an extra $27.8 billion over six years

Newfoundland man caught after posting photo of himself drinking and driving

The 19-year-old took a photo of himself holding a beer bottle and cigarette while at the wheel

Carfentanil found in 15% of overdose deaths in January: B.C. coroner

Carfentanil is 100 times more powerful than illicit fentanyl and used to tranquilize elephants

Kids found playing darts with syringes in Vancouver Island park

Saanich police is urging people to throw out their syringes properly and safely

Most Read