Tim Hortons has committed to hiring around 10,000 local workers, reducing its reliance on the temporary foreign worker program. The coffee chain has already conducted 400 hiring events in March and April, with plans to continue hiring locally throughout the year.
Previously, Tim Hortons had utilized the temporary foreign worker program due to labor shortages during the COVID-19 pandemic in 2021. However, the company states that it has always prioritized hiring from the communities where its restaurants are situated.
According to Tim Hortons, only 3.6% of its restaurant workforce, totaling 4,000 employees, are part of the temporary foreign worker program. These employees are specifically hired in areas with documented labor shortages.
In 2022, the federal government increased the allowable proportion of temporary foreign workers for businesses from 10% to 20%, and even up to 30% for certain sectors like food service. This limit was later reduced back to 10% in 2024.
Tim Hortons had advocated for the continuation of the temporary foreign worker program to address staffing shortages. However, recent records indicate that lobbying efforts related to immigration policy are no longer a focus for the company.
The announcement of Tim Hortons hiring 10,000 local workers coincides with its plans to open 80 new restaurants and renovate 400 cafes across Canada by the end of the year. The majority of the new locations will be in Ontario, followed by Alberta and Quebec.
The move by Tim Hortons to expand and renovate its outlets comes amid the return of Dunkin’ to the Canadian market. Montreal-based Foodtastic has struck a deal to bring Dunkin’ back to Canada after its exit in 2018, with plans to open multiple stores in the coming months.
While some view the expansion as a response to Dunkin’s return, Tim Hortons emphasizes that its investment is part of a long-term commitment to Canadian communities. The company aims to leverage its strong presence in Canadian neighborhoods to compete effectively.
Business consultant David Pullara suggests that Tim Hortons’ emphasis on investing in local communities and addressing youth unemployment could be key in standing out against Dunkin’. Pullara highlights the importance of tapping into Canadian identity and community support as strengths for Tim Hortons in the face of competition.
Youth unemployment has been a growing concern in Canada, making initiatives like Tim Hortons’ local hiring efforts likely to resonate positively with Canadians. The company’s focus on supporting local communities could help differentiate it from competitors like Dunkin’.