Tim Hortons regulars launch protest
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VANCOUVER • 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 inhouse trade union counsel.
But now she’s one of many people denouncing the coffee-and-doughnut chain and participating in a boycott until some Ontario franchisees and their corporate parent, Restaurant Brands International LP, 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.
Concerned consumers are taking to social media and encouraging others to# Boycott Tim Hort ons 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 into a 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.
So ber man wonders whether it’s a good idea for the corporation and some franchisees to be airing their dirty laundry so publicly.
“Where do you go from here?” he asked, acknowledging that such disputes are usually better resolved in private negotiations and these strong public stances could change consumers’ perception of Tim Hortons.
Tim Hortons says individual franchisees are responsible for setting employee wages and benefits, while complying with laws. But some franchisees argue the corporation — which controls prices — should help owners grappling with the mandated wage hike.