TORONTO — Tim Hortons is set to pilot all-day breakfast in a dozen Ontario locations and look to introduce a kids menu, delivery and loyalty program, in a bid to regain the trust of franchisees and customers.
President Alex Macedo says the all-day breakfast experiment will begin at a handful of Hamilton and Burlington, Ont. locations later this summer and will include all of the menu items typically available at the restaurants in the morning. If it’s successful, he says the company would consider rolling it out further.
“The demand is loud and clear,” he says. “Any time we bring up the idea of breakfast at any time, the response is very favourable and very strong.”
Macedo’s announcement came as the company has publicly been struggling to fix its strained relationship with some franchisees, who have been sparring with the company in recent months over everything from cost-cutting measures made in the wake of Ontario’s minimum-wage hikes to delays in supply deliveries and a $700-million renovation plan they say will cost store owners $450,000 per restaurant.
Last month, Macedo admitted that “we could have done a few things better” and started touring the country to meet with franchises and promise them that he would fix the relationship.