Tim Hortons on Tuesday announced a $700 million plan to modernize a majority restaurants across Canada in an effort to improve consumer experience through a more contemporary and community focused restaurant environment.
As part of the makeover, restaurant owners will be asked to update brick and mortar exteriors with natural looking, lighter, and more inviting materials. Meanwhile on the inside, restaurants will feature artwork that reflects Tim Hortons values and history – including a commissioned portrait of Tim Horton, a mosaic of brand images and a photo wall that features the brand’s coffee-sourcing and proprietary blending process. Consumers will also enjoy upgraded, open concept seating that promotes a sense of community.
The company said it will join restaurant franchisees to bring the new “Welcome Image” to a majority of Tim Hortons restaurants in Canada by 2021.
According to the Financial Post, the plan will require franchisees spend up to $450,000 per restaurant for the makeover.
That detail could rub franchisees the wrong way, with 60 per cent to 80 per cent of their customers using drive-thrus and never stepping foot into a store.