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Nov 14, 2018

Tim Hortons launches kids' menu, stirs up competition with McDonald's

Tim Hortons president: I'd give the brand a B this quarter


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Tim Hortons announced on Wednesday the launch of a new menu targeting kids in the coffee-and-doughnut chain's latest attempt to gives its top line a jolt.

In a formula similar to McDonald's Happy Meal, the so-called Timmies Minis menu will offer a choice of three entrees, along with a choice of beverage, a side snack, and an activity book all for $4.99. Ten cents from each purchase will go to the Tim Horton Children's Foundation.

“We conducted extensive research on the best taste for any kids meal in Canada and we are very proud that we are launching kids products that moms, dads and kids alike will get excited about," said Alex Macedo, Tim Hortons’ president, in a release.

Tim Hortons' parent company, Restaurant Brands International Inc., has been fighting to grow its same-store sales – a crucial metric of activity at stores that have been open for more than a year – since late 2016. Its efforts have been complicated by a long stretch of negative headlines about an ongoing feud with dissident franchisees known as the Great White North Franchisee Association.

Meanwhile, the head of Restaurant Brands’ Tim Hortons unit recently hinted at upcoming initiatives to reconnect with customers.

"I will tell you we're going to start taking some very big swings here with Tim Hortons in Canada," Macedo told BNN Bloomberg in an interview on June 22, pointing to all-day breakfast, while going on to say the company was considering starting a loyalty program and exploring what can be done for family and kids, noting the impact of the Timbits soccer and hockey programs.

"You can definitely expect big, bold initiatives from us on the sales side coming up very shortly," he added.

Restaurant Brands most recently reported a 0.6 per cent uptick in same-store sales at Tim Hortons in the third quarter.


Tim Hortons president on breathing new life into the brand

Fresh off announcing a $100-million investment to bolster its distribution network, Tim Hortons President Alex Macedo discusses the doughnut-and-coffee chain's plan to fend off competition and mend relations with franchisees.