— Tim Hortons president Alex Macedo is on a cross-country tour to make amends with franchisees who have been publicly warring with the company for months.
Macedo has made stops in Calgary, Montreal, Halifax and Toronto and will visit Vancouver to share details of a plan to regain their trust and the confidence of the public.
His tour comes after months of public quarreling with a dissident franchisee group over everything from cost-cutting measures in the wake of the Ontario minimum wage hike to delays in supply deliveries to a $700-million renovation plan that they say will cost store owners $450,000 per restaurant.
In an interview with the Canadian Press, Macedo said the company can’t pretend everything it has done has been good and said the last few months have been difficult for the brand.
To improve the situation, Macedo said he is telling franchisees that the company will survey its owners for feedback and has launched the “Winning Together” plan.
The plan includes a Tim Hortons app, a new marketing campaign extolling the virtue of connecting with neighbours over a coffee and a $700 million initiative to renovate restaurants to bring a more natural look to Tim Hortons locations.
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