Tim Hortons increases advertising funding
Fast food chain Tim Hortons has announced $80 million in funding for a program called “Back to Basics” intended to improve product quality and the consumer’s digital experience. According to the company, the funds will also be used to support advertising initiatives, highlights menu improvements and enhance its Tim Rewards loyalty program. The funds will also support other digital initiatives. According to the company, it will also provide a “substantial increase” in advertising through the remainder of the year focusing on the taste and quality of its products and their value for money. In addition, advertising contributions from restaurant owners in Canada will increase by 0.5% of sales to fund increased advertising, as well as community and digital initiatives in 2022.
“The efforts behind our ‘Back to Basics’ plan are starting to deliver results,” said Jose Cil, CEO of parent company Restaurant Brands International. “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. With an exceptional leadership team now at the helm, early successes in our digital journey and encouraging results from our investments in product quality, we are confident the business is heading in the right direction. Our investment today reflects that confidence and our optimism in the plan.”