Categories: Food & Drink

Tim Hortons makes $80 million investment to go ‘Back to Basics’

Ahhhh, Timmies. Our nation’s iconic Tim Hortons just announced an $80 million dollar(!!) corporate investment in Canada for 2021 to bring their goals to life. From additional advertising efforts to new menu improvements and Tims Rewards upgrades, the company is planning a glow-up and a back-to-basics theme for the year ahead.

Whether you love ’em or hate ’em, these updates might change the game. Tims recently launched a new dark roast coffee, Craveables lunch sandwiches and freshly cracked Canadian eggs in breakfast sandos– so part of their budget will go to supporting those. That’s not all, though. Additional menu quality initiatives are planned for 2021! If you’ve tried (and loved) their roast beef sandwich, you can expect good things. On the flip side, those eggs have been a divisive switch-up.

Essentially, they’re throwing it back to when guest satisfaction was at its peak. A Tim Hortons CEO said that by simplifying and improving the quality of their menu items, speeding up service, and supporting frontline workers with free coffee and baked goods, they’ve been able to reconnect with some of their lost audience.

The brand ultimately wants to succeed in “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 strong, iconic brand in communities across Canada.” Lofty goals, we like it.

We’re not sure where this is headed, but we do know that Tims’ ‘Fruit Explosion’ muffins are something else. Sending good vibes to this iconic brand, we can’t wait to see what comes next!