Tim Hortons has announced they are officially introducing all-day breakfast across participating locations in Canada.
The Canadian staple announced that they will be welcoming all-day breakfast to participating locations due to a high demand from the people. Tim Hortons already introduced the concept to approximately a dozen locations across Canada earlier this summer and due to high demand, the conglomerate will be expanding the breakfast menu to be an all-day affair.
In May, Tim Hortons’ president Alex Macedo told The Canadian Press that their all-day breakfast plan was going really well and was met with further demand. “The demand is loud and clear. Any time we bring up the idea of breakfast at any time, the response is very favourable and very strong.”
Tim Hortons is behind other companies who have already introduced all-day breakfast for well over a year. For example, A&W and McDonald’s introduced all-day breakfast in February 2017, which skyrocketed their sales.
The coffee shop also needs to clean up the mess from past discrepancies on their end. Tim Hortons fell to fourth place on the list of Canada’s favourite coffees, falling behind McDonald’s, Second Cup, and Starbucks. A study released in April of this year marked further downfall for the company as they slipped to 50th place. At the time, Rick Murray, managing partner and chief digital strategist, at National Public Relations wrote “Tim Hortons, a perennial top five brand that we’ve previously believed impervious to issue, has fallen mightily in the court of public opinion. The Company dropped 25 points from last year, and fell from #4 to #50 in the rankings – largely through issues of the Company’s own making.”
Tim Hortons was also at the receiving end of boycotts and protests after store owners cut paid breaks from workers and benefits in order to cut costs amid Canada’s minimum wage hike.
Though, I wonder how this will go. I work in the heart of downtown Toronto and I was standing in line in Tim Hortons last week when someone in front of me asked the workers if all-day breakfast was coming. As I reached the front I asked the same question. The workers laughed and told me that it just wasn’t feasible since, according to them, the eggs only have a lifespan of three hours on them. One of the workers told me that “unless the company redoes how they’re going to do breakfast, I don’t think it’s possible.”
So, we’ll see how it goes.