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Tim Hortons wants reminds customers it is still very much Canadia

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Tim Hortons franchisees gathered in Calgary earlier this week and erupted into applause after corporate executives promised to help reframe the public’s understanding that the chain is a Canadian company.

Executives travelling the country to discuss its strategy for the new year have promised franchisees a directional shift that will see the chain reclaim its Canadian, coffee and doughnut roots, following years of sluggish sales, a frenzy of new products and multiple lawsuits between franchisees and their parent company.

“We’re as Canadian as you get,” said Tanya Doucette, a 42-year-old who owns eight Tim Hortons restaurants in Alberta with her husband and parents. She also serves on the company’s franchisee-elected advisory board.

While Tim Hortons was born out of Canada, its history since then has crossed the 49th parallel.

 

Two Canadians, Ron Joyce and hockey pro Tim Horton, founded the chain in the 1960s and it opened its 1,000th restaurant in 1995.

Wendy’s International Inc. acquired it that year, and in 2014 U.S.- and Brazil-based 3G Capital merged it with Burger King under a new parent company, Restaurant Brands International. These changes sowed accusations from some that the company was no longer Canadian.

Prime Minister Justin Trudeau recently fuelled this fire when he visited Oh Doughnuts, a Winnipeg bakery, to pick up treats for some meetings. He shared the purchase on his Twitter account with the hashtag ShopLocal.

While some social media users reproached the federal leader for choosing a pricey shop over a Tim Hortons, others praised Trudeau for avoiding an internationally owned chain to support a small business.

“That makes me crazy,” said Doucette of suggestions her shops are not a local, Canadian business. That’s the sort of commentary she wants to rebuff and is happy to see executives eager to tackle.

Chief corporate officer Duncan Fulton acknowledges that franchisees aren’t happy that some consumers no longer view Tim Hortons as a Canadian company.

“We intend to start swinging back very hard everywhere that someone says that we’re not Canadian,” he said in an interview.

Restaurant Brands International is registered in Canada with a global head office in Toronto.

Three-quarters of the Tim Hortons leadership team is Canadian, as are its roughly 1,500 franchisees and some 100,000 employees.

“Everything about this company is Canadian,” said Fulton — even the ownership.


3G’s ownership share has fallen to 32 per cent recently, down from 51 per cent in 2014. Several Canadian owners fall within its top 20 shareholders, including Fidelity Investment Canada, the Royal Bank of Canada and Jarislowsky Fraser Ltd. But several large U.S. firms are also shareholders, including T.Rowe Price Associates Inc, Pershing Square Capital Management and Warren Buffett’s Berkshire Hathaway Inc.

The push to be seen as Canadian comes as the fast-food chain works to boost sales.

For its most recent quarter, Tim Hortons saw the key retail metric of comparable-store sales in Canada slip 1.2 per cent. The company is set to release its fourth-quarter and full-year results next month.

Tim Hortons plans to focus on elevating its staples: coffee, breakfast, baked goods and doughnuts, said Fulton.

It’ll continue to innovate, but in these core categories rather than the recent bevy of launches that included failures like plant-based protein burgers. In 2019, Tim Hortons launched nearly 60 new products, compared to its more traditional figure of half that. The limited-time offers created operational complexity and moved the company farther from its core offerings.

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What Trump’s election could mean for interest rates in Canada

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Experts say Donald Trump’s election victory could shift interest rate policy in the U.S. as his promised policies risk higher inflation, which could ultimately have implications for Canadian rates and the loonie.

Among those promises are large tariffs on imported goods, especially from China, as well as lower tax rates and lighter regulation.

Trump has promised that with him as president, “inflation will vanish completely.” But some have raised concern that his economic policies could actually put upward pressure on inflation, and in turn, slow the pace of interest rate cuts expected from the U.S. Federal Reserve.

“Tradition tells us that that increase in tariffs will increase inflation in the U.S.,” said Sheila Block, an economist with the Canadian Centre for Policy Alternatives.

Higher inflation would mean the U.S. Federal Reserve could be slower to cut interest rates, and markets are already shifting their bets on how low the central bank is likely to go on rates.

“If you’re enacting tariffs and pressing hard on the accelerator and creating job shortages and scarcity and wage inflation by running the economy hot, then the Fed won’t necessarily have as much license to cut rates as soon or as deeply as they would otherwise,” said Brian Madden, chief investment officer with First Avenue Investment Counsel.

The U.S. central bank cut its key rate as expected on Thursday by a quarter of a percentage point, lowering its benchmark overnight interest rate to the 4.5 per cent to 4.75 per cent range.

Following the election, markets started to price in a slightly higher neutral rate for the Fed, according to a TD Economics report Wednesday. That means markets believe the Fed will end its cutting cycle at a higher rate than previously anticipated.

“We are changing our forecast for the Fed, as higher inflation results in a slower pace of rate cuts in 2025,” the TD report said — with the Fed ending 2025 with its key rate at 3.5 per cent instead of three per cent, before reaching three per cent in 2026.

That means “we don’t see any change to the neutral rate, just that the Fed gets there later,” the economists wrote.

As the Bank of Canada works through its own rate cuts to address the cooling economy, experts say it has to keep the U.S. economy and the Fed’s policy in mind.

“As the value of the Canadian dollar is reduced relative to the U.S. dollar, that is also inflationary, because … many things that we import are denominated in U.S. dollars,” said Block.

“I think … that would be a factor that would make the Bank of Canada more hesitant about cutting rates too quickly,” she said.

However, Madden thinks the effect of a weaker loonie on Canadian inflation won’t be massive.

“On the one hand, imported goods would cost more because you’re buying them with cheaper dollars. On the other hand, Canadian exports into global markets, in the U.S. in particular, would be more competitive given the weaker Canadian dollar, which could stimulate demand,” he said.

— With files from The Associated Press

This report by The Canadian Press was first published Nov. 8, 2024.

The Canadian Press. All rights reserved.



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Blanchet says senators betrayed Canadians after changes made to supply management bill |

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Bloc Québécois Leader Yves-François Blanchet accused senators of betraying their fellow Canadians to benefit Americans and other trade partners, after a Senate committee voted in favour of adding a major caveat to a Bloc supply management protection bill. The committee amended the bill to exempt it from applying to existing trade deals. (Nov. 7, 2024)



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Order to shut down TikTok Canada sends mixed messages: experts |

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By ordering TikTok to shut down its Canadian operations but not banning the app, digital media experts say the federal government is sending mixed messages that make it too hard for the average user to decide whether they should remain on the platform. They say the government is creating confusion by not addressing access to the TikTok app. (Nov. 7, 2024)



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