TORONTO — Tim Hortons will launch its all-day breakfast program — Breakfast Anytime, Any Tims — in locations across Canada on July 25, following a successful pilot project in several Ontario locations this spring.
The QSR chain will join McDonald’s Canada and A&W Food Services of Canada as Canadian foodservice companies capitalizing on the fast-growing breakfast segment by offering all-day breakfast menus.
“We know how busy our guests are and we’re dedicated to always offering them convenience and quality whether it’s 6 a.m. or 6 p.m.,” says Ricardo Azevedo, chief Sales officer, Tim Hortons. “Breakfast Anytime is all about delivering our guests their favourite breakfast items at any time in communities across Canada.”
The all-day breakfast experiment began in May at a handful of Hamilton and Burlington, Ont. locations and included all of the menu items typically available at the restaurants in the morning.
The announcement from Tim Hortons comes as the brand and its parent company, Restaurant Brands International Inc., attempt to patch its strained franchisee relationships. Already this year, the brand announced a $700-million renovation plan that will see the majority of its 4,000 Canadian locations renovated to feature the brand’s new Welcome Image by 2021, as well as a multi-year plan to expand and modernize its Canadian distribution network as part of a long-term commitment to support restaurant owners and improve the guest experience in restaurants.
Tim Hortons has also announced plans to launch additional new services, including a children’s menu, loyalty programs, self-order kiosks and home delivery.