Tim Hortons regulars launch #NoTimmiesTuesday
Niki Lundquist loves the Earl Grey tea at Tim Hortons so much it’s become a running joke in her Toronto office.
“No one has ever seen me without a Tim Hortons cup in my hand,” said the in-house trade union counsel.
But now she’s one of many people denouncing the coffee-anddoughnut chain and participating in a boycott until some Ontario franchisees and their corporate parent, Restaurant Brands International, come up with a different solution to offset the province’s minimum wage hike than clawing back employee benefits.
A social media movement encouraged people to join “No Timmies Tuesday” on Jan. 9 and instead visit independent coffee shops.
The protest comes after some Ontario Tim Hortons franchisees eliminated paid breaks, fully covered health and dental plans, and/ or other perks for their workers to help their businesses absorb the 20-per-cent jump from an $11.60 hourly minimum wage to $14 at the start of the month. Those changes came to light after a letter from the owners of two Cobourg, Ont., franchisees — the married children of the chain’s co-founders — circulated on social media.
Since then, concerned consumers are taking to social media and encourage others to #BoycottTimHortons to put pressure on the chain to reverse the changes. However, the company and its franchisees are blaming each other for the decision, a blowout that could turn a local story with a small protest into a national tale and public relations disaster.
It’s unlikely the boycott will gain much traction beyond small communities where the local Tim Hortons employees are affected, and have much impact on the chain, said David Soberman, a marketing professor at the University of Toronto’s Rotman School of Management. Soberman wonders whether it’s a good idea for the corporation and some franchisees to be airing their dirty laundry so publicly.
He says that such disputes are usually better resolved in private negotiations.
Tim Hortons says individual franchisees are responsible for setting employee wages and benefits, while complying with applicable laws. But some franchisees argue the corporation — which controls prices — should help owners grappling with the mandated wage hike.