The Toronto-based coffee chain is funding digital innovation as part of its ‘Back to Basics’ programme.
Tim Hortons is set to make a $64M investment to support the digital customer experience, advertising, and product quality across Canada. Specifically, the brand will be concentrating on the retailer’s mobile app and Tims Rewards loyalty programme, as well as other strategic technology initiatives.
Additionally, the investment will be used to support awareness of the brands new dark roast coffee, lunch sandwich and Canadian egg breakfast sandwich menu items and any other additional menu items to be added in 2021.
“The efforts behind our Back to Basics plan are 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 contributing to build our strong, iconic brand in communities across Canada,” commented Jose Cil, CEO of Tim Hortons parent company, Restaurant Brands International.
