Axel Schwan Named Regional President of Tim Hortons Canada and U.S.


TORONTO — Axel Schwan is the new regional president of Tim Hortons for Canada and the U.S., effective immediately. He will continue to report to Tim Hortons global brand president Alex Macedo.

“I’m deeply humbled to work at such an iconic brand as Tim Hortons,” says Schwan. “Having grown up in a family of restaurateurs and working as a restaurant operator myself, I look forward to continuing to work closely with our 1,500 restaurant owners across Canada and the rest of the Tim Hortons family in providing exceptional products and service to all our guests.”

Previously global CMO at Tim Hortons, Schwan will oversee growing the restaurant business in both markets with a particular focus on delivering stable, profitable growth.

Schwan first joined RBI eight years ago as Marketing director in Germany, Austria and Switzerland and later became the VP Marketing & Communication in Europe before advancing to the role of global CMO for Burger King. He then joined Tim Hortons as global CMO in 2017.

“Since joining the Tim Hortons brand two years ago, Axel has led our innovation work in coffee, including developing our new Fresh Brewers — our largest coffee innovation in 55 years,” says Macedo. “He’s been essential to our work underway today on our core product-innovation pipeline in breakfast, doughnuts and baked goods and has led our efforts in brand-based advertising. Axel has been an advocate for advancing our sustainability initiatives and has also led our work to redesign our restaurants and our packaging for a better guest experience.”

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