“We have not performed to expectations and have not properly put the strength of the Tim Hortons brand to work,” Cil told analysts. “Despite our recent results, we have a clear plan and believe it's within our control to restore Tim Hortons to growth in Canada. To do so, we will embody the brand's founding values and execute on each of our principles around elevating core quality, innovating for growth, and modernizing the brand.”ĭuncan Fulton, RBI’s chief corporate officer, said in an interview with Yahoo Finance Canada on Monday that the 60 limited time offers meant Tim Hortons was spending too much time “on the edges” of what the brand is known for, which also complicated operations. “It causes havoc at the restaurant level because there’s a ton of of part time employees that come in every week needing to learn (new items) and it causes confusion with guests who love us for our basics, and every time they come in, the menu board is plastered with new special offers,” Fulton said.
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