Tim Hortons tests food delivery in 3 cities; kids menu and loyalty program to come

Tim Hortons is relying on more than just delivery to garner more enthusiasm for its brand

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.

It’s 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 — Vancouver, Ottawa and Edmonton — Monday.

“I think we came in with a mindset that we have to listen to our guests and adapt to their changing needs,” 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 brand’s 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 — as do many Tim Hortons customers.

Delivery, he said, is something the eatery obviously needs to be doing.

It’s 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.

READ MORE: Is Canada losing its love for Tim Hortons?

Double-doubles and demonstrations: Employees rally outside Tim Hortons

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.

“We’re a breakfast brand and a coffee shop that also sells lunch and dinner,” 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 McDonald’s Canada and A&W last year.

In September, Tim Hortons plans to trial two more changes: a kids menu and a loyalty program.

It’s too early for the company to announce what items will grace the kids options, but customers shouldn’t expect items like chicken fingers or burgers.

“There’s still a lot of other kids menu items out there … that not everybody’s embracing that could be very unique to Tim Hortons,” 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 company’s 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 chain’s parent company RBI and unsanctioned franchisee group The Great White North Franchisee Association over alleged mismanagement resulted in several lawsuits.

Some Ontario franchisees’ decisions to cut back employee benefits and paid breaks after the province’s higher minimum wage kicked in further marred the company’s image, with some regulars participating in a boycott and nationwide protests.

The brand’s 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.

“I think it’s just going to be a matter of time to prove out that this is a new day,” said Fulton, ”and there’s a very sincere interest in working collaboratively with all the franchisees.” \

Aleksandra Sagan, The Canadian Press

Like us on Facebook and follow us on Twitter.

Just Posted

Ryder kicks off third annual rainboot campaign in Maple Ridge

The Kanaka Creek elementary student is raising money to buy rainboots for the homeless this winter

Lots of people want on Maple Ridge council

And five want to be mayor of B.C.’s fifth largest city

VIDEO: Maple Ridge daycare closed after flood waters pour inside

Effects of Friday’s downpour will be felt for months

Tornado reported near Hayward Lake in Mission

Environment Canada investigates, says a ‘possible’ tornado took place

Looking Back: Culture Days at Pitt Meadows Museum

Take a look at “3D Through the Ages.”

VIDEO: Maple Ridge tent city residents back after flash flood Friday

Mayor though says they shouldn’t have to go back

Researchers tag great white shark in Atlantic Canada

Information will be used to learn more about where white sharks move in Canadian waters

Mix-up of bodies leads to funeral home reforms in Nova Scotia

One woman was was mistakenly cremated, another was embalmed and presented to family members during a visitation that went horribly wrong

B.C. RCMP turn to Const. Scarecrow to shock speeders into slowing down

New addition will watch over drivers from a Coquitlam median for first-of-its-kind pilot in Canada

Cyclists finish North America trip to highlight Ukraine struggle

The 10,000 bike ride raised over $10,000 for victims of the war in Ukraine.

21 new paramedics promised for B.C. Interior

A total of 18 new full-time paramedics will be hired for Kamloops and three are being hired for Chase.

Federal stats show slight increase in irregular migrant claims in August

113 extra people tried to cross the Canadian border last month

Work begins to remove cargo from grounded Haida Gwaii barge and fishing lodge

Westcoast Resorts’ Hippa Lodge broke from its moorings and ran aground early this month

Most Read