Dunkin’ Donuts is coming back to Canada. And arch rival Tim Horton’s has announced an aggressive expansion to meet the impending threat. The chain has pledged to add 80 locations across the land and revamp another 400…
It sounds like a substantial move to counter the coming Dunkin’ onslaught. The American competitor last week announced it was coming back into Canada with hundreds of new locations, starting later this year.
Strategy and tactics…
Specifically, the Horton’s ‘counter-attack’ in what I’m calling the ‘Doughnut War’ appears to involve upping its game in crucial locations and filling in holes in its store map where Dinkin’ might other-wise open first.
According to the official news release, “There are 1,500 Canadian restaurant owners who proudly own and operate 4,000 Tim Hortons restaurants from coast to coast. This year, 340 owners are investing their own money to build or renovate 480 restaurants across the country.”
‘By Canadians, for Canadians’
And Tim’s corporate is making a major point of stressing the chain’s Canadian identity – which has lately come under fire in fan and social media circles as ‘fading’…
“Tim Hortons was built in Canada by Canadians, and we are proud to continue investing in Canada to give our guests beautiful, modern restaurants to enjoy,” said Axel Schwan, President of Tim Horton’s. “These are Canadian families investing their own money in their own communities – and that’s some-thing we’re proud of.”
The nitty-gritty
The Horton’s revamp plan will spotlight a number of critical issues:
- Brighter, more beautiful restaurants: Guests want to visit and team members want to work in nice restaurants. With better lighting, layouts and design, renovated restaurants are more welcoming spaces for everyone.
- Improved restaurant layouts: Better layouts allow team members to serve guests faster and more accurately.
- Celebrating our Canadian heritage: As fixtures in communities for more than 60 years, it’s import-ant to reflect and celebrate Tims Canadian heritage and community connection. Canadiana and our commitment to supporting youth through Tim Hortons Foundation Camps is woven throughout the updated design.
- A standout baked goods showcase: Tim Hortons restaurants sell the most baked goods of any QSR in Canada. At the heart of each restaurant is a beautiful baked goods showcase that shows off our delicious donuts, cookies, Timbits, muffins and more.
- Improved digital ordering and pick up: Many guests choose to order using the mobile app or kiosk vs at the register. Renovated restaurants make it more clear how to order digitally on site or where to pick up mobile orders.
- Upgraded kitchen equipment: To ensure that guests always have the best food and drinks, served hot and fresh, renovated restaurants upgrade key pieces of equipment.
My take
It’s definitely ‘WAR’ – and Tim Horton’s isn’t just rolling over. Far from it. As Winston Churchill said in 1942, at the end of the Blitz: “This is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning.”
~ Maggie J.