Restaurant Brands Announces ‘Winning-Together’ Initiative to Improve Tim Hortons

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OAKVILLE, Ont. — In an effort to improve the sagging consumer perception of Tim Hortons, Restaurant Brands International Inc. (RBI) announced a plan to improve customer experience through a “Winning-Together’ initiative.

While few details of the new initiative are known at this time, in the company’s recently released first quarter results for 2018 Daniel Schwarts, CEO of RBI, says the new plan would help improve profitability for the company’s restaurant owners.

News of the “Winning-Together” initiative comes at a time when RBI has been feuding with a group of its Tim Hortons franchise owners over a number of issues, including recent plans to revitalize the Tim Hortons brand over the next four years.

Recently, the brand’s reputation took a hit in a new corporate reputation survey put out by the Leger research group. In 2017, Tim Hortons came in fourth place. In 2018, the company had fallen to 50th place in the survey.