Tim Hortons has committed to hiring around 10,000 local workers, reducing its dependence on the temporary foreign worker program. The coffee chain has already held 400 hiring events in March and April, with plans to continue hiring local team members throughout the year.
Previously, Tim Hortons had utilized the temporary foreign worker program due to labor shortages during the 2021 COVID-19 pandemic. However, the company emphasizes its dedication to hiring from the communities where its restaurants are situated. Tim Hortons’ communications director, Michael Oliveira, clarified that the company’s restaurant owners have always prioritized local hiring.
As per company data, only 3.6% of Tim Hortons employees in restaurant roles, totaling 4,000 workers, are hired through the temporary foreign worker program. These employees are specifically recruited in communities facing documented labor shortages. The federal government had temporarily increased the proportion of temporary foreign workers allowed in businesses, but this was later reduced back to 10% in 2024.
Tim Hortons had previously lobbied the government to maintain the program, citing the need to address staff shortages in the restaurant industry. However, with the recent surge in youth unemployment, the company now considers lobbying unnecessary, as indicated by updated records. Youth unemployment reached 14.3% in April, significantly higher than the overall unemployment rate of 6.9%.
In a strategic shift, Tim Hortons announced plans to open 80 new restaurants and renovate 400 cafes across Canada by the end of the year. Ontario will see the highest number of new locations, followed by Alberta and Quebec. This expansion coincides with Dunkin’, an American coffee and donut chain, re-entering the Canadian market through a deal with Montreal-based Foodtastic.
Foodtastic’s CEO, Peter Mammas, revealed intentions to open multiple Dunkin’ stores in the coming months. Tim Hortons clarified that its expansion plans were part of long-term investments in Canadian communities, driven by local restaurant owners. The competitive landscape with Dunkin’ returning to Canada has prompted industry experts to analyze Tim Hortons’ response and strategic positioning in the market.
Despite the challenges posed by Dunkin’s re-entry, Tim Hortons continues to engage with popular culture through collaborations with Canadian celebrities. Emphasizing its Canadian roots and community investment, Tim Hortons aims to maintain its strong presence across the country. In light of rising youth unemployment, companies that actively address this issue, like Tim Hortons, are likely to resonate well with Canadians.
