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.
Itsa国际传媒檚 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 sa国际传媒� Vancouver, Ottawa and Edmonton sa国际传媒� Monday.
sa国际传媒淚 think we came in with a mindset that we have to listen to our guests and adapt to their changing needs,sa国际传媒� 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 brandsa国际传媒檚 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 sa国际传媒� as do many Tim Hortons customers.
Delivery, he said, is something the eatery obviously needs to be doing.
Itsa国际传媒檚 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.
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Double-doubles and demonstrations:
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.
sa国际传媒淲esa国际传媒檙e a breakfast brand and a coffee shop that also sells lunch and dinner,sa国际传媒� 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 McDonaldsa国际传媒檚 Canada and A&W last year.
In September, Tim Hortons plans to trial two more changes: a kids menu and a loyalty program.
Itsa国际传媒檚 too early for the company to announce what items will grace the kids options, but customers shouldnsa国际传媒檛 expect items like chicken fingers or burgers.
sa国际传媒淭heresa国际传媒檚 still a lot of other kids menu items out there sa国际传媒� that not everybodysa国际传媒檚 embracing that could be very unique to Tim Hortons,sa国际传媒� 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 companysa国际传媒檚 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 chainsa国际传媒檚 parent company RBI and unsanctioned franchisee group The Great White North Franchisee Association over alleged mismanagement resulted in several lawsuits.
Some Ontario franchiseessa国际传媒� decisions to cut back employee benefits and paid breaks after the provincesa国际传媒檚 higher minimum wage kicked in further marred the companysa国际传媒檚 image, with some regulars participating in a boycott and nationwide protests.
The brandsa国际传媒檚 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.
sa国际传媒淚 think itsa国际传媒檚 just going to be a matter of time to prove out that this is a new day,sa国际传媒� said Fulton, sa国际传媒漚nd theresa国际传媒檚 a very sincere interest in working collaboratively with all the franchisees.sa国际传媒� \
Aleksandra Sagan, The Canadian Press
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