Tim Hortons has announced an $80 million corporate investment in Canada for 2021.
According to the company, the investment will aim to “supercharge advertising expenses, highlight menu improvements in product quality, and support continued enhancements in the digital guest experience, including the Tims Rewards program.”
Tim Hortons recently launched three additions to its menu as part of its ‘Back to Basics’ plan, including a new dark roast coffee, ‘Craveables’ lunch sandwiches, and Canadian eggs in breakfast sandwiches. Part of the corporate investment will support awareness of these introductions and additional menu quality initiatives planned for 2021.
The investment will also support the Tims Rewards loyalty program and other strategic digital initiatives.
Further, this venture will also provide a substantial increase in overall advertising throughout the balance of the year.
In addition to the corporate investment, advertising contributions from restaurant owners in Canada will be increasing by 0.5 per cent of sales to historical levels permitted under the current contracts.
Jose Cil, CEO of Tim Hortons’ parent company Restaurant Brands International, said of the announcement: “The efforts behind our Back to Basics strategy is starting to deliver results. The plan focuses on building an experienced, talented, and stable leadership team, investing in product quality, becoming an industry leader in the digital guest experience, delivering great value for money, and continuing to build our strong, iconic brand in communities across Canada.”