Tim Hortons has made a commitment to hire approximately 10,000 local workers, reducing its dependence on the temporary foreign worker program. The popular coffee chain has already conducted 400 hiring events in March and April, with plans to continue recruiting local team members throughout the year.
This shift reflects a change in strategy for Tim Hortons, which previously relied on the temporary foreign worker program due to a labor shortage following the COVID-19 pandemic in 2021. Despite this, the company emphasizes its longstanding dedication to hiring from the communities where its restaurants are situated.
According to Tim Hortons, only 3.6% of its workforce in restaurant roles, totaling 4,000 employees, are hired through the temporary foreign worker program. These workers are employed in communities with documented labor shortages.
In recent years, the federal government increased the proportion of temporary foreign workers that businesses could employ, but later reduced it back to 10%. Tim Hortons had lobbied to maintain the program, citing its importance in addressing staffing challenges faced by restaurants.
The company’s decision to hire locally aligns with its broader plans for expansion, including the addition of 80 new restaurants across Canada by the end of the year and the renovation of 400 existing cafes. Ontario is set to receive the most new locations, followed by Alberta and Quebec.
This move comes as Dunkin’, an American coffee and donut chain, prepares to re-enter the Canadian market. Montreal-based Foodtastic recently reached a deal to bring Dunkin’ back to Canada, with plans for multiple store openings in the coming months.
While some view the entry of Dunkin’ as a competitive threat to Tim Hortons, others believe that Tim Hortons’ deep-rooted presence in Canadian communities and its focus on local hiring will help it maintain its position in the market. The company’s emphasis on investing in local communities may appeal to Canadian consumers, especially amidst concerns about youth unemployment.
Overall, Tim Hortons’ efforts to prioritize local hiring and community engagement signal a strategic response to market dynamics and competition in the coffee industry.