Tim Hortons introduces ‘Welcome Image’ redesign

Franchisees feel less than welcoming toward the new look

On Tuesday, Tim Hortons revealed its new restaurant design, which the company is calling part of its “Welcome Image.” The new look features an open concept and will include communal seating, commissioned artwork, and tables made of Canadian maple.

"The expectations of our guests are evolving, and as Canada's most iconic brand, so must we," said Alex Macedo, president of the Tim Hortons brand, in a news release. "Together with our restaurant owners, we're focused on taking Tim Hortons to new heights — from revitalizing the restaurant experience and evolving our menu offerings to developing creative campaigns that make all of our guests proud to call their local Tim Hortons home." 

The company, which was founded in Canada in 1964, is owned by Restaurant Brands International Inc. According to a news release, the company plans to roll out the redesign to a majority of Tim Hortons throughout Canada at the cost of about C$700 million, or about USD $540 million. The redesign will be funded by the brand and restaurant owners.

The Great White North Franchisee Association, whose members operate Tim Hortons franchises throughout Canada, sent out a scathing message to its members after the announcement, according to the Globe and Mail

“This is just one more in the string of ill-conceived programs brought forward by a group of executives who do not understand foodservice, franchise operations or marketing,” the letter reads.

Contact Gloria Dawson at [email protected]

Follow her on Twitter: @gloriadawson

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