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Tim Hortons Needs to Invest in Canadian Workers – Or Risk Losing Its Place in the Market

For decades, Tim Hortons has been an iconic brand in Canada, known for its coffee, donuts, and sense of national identity. However, while the brand has built its empire on the backs of hardworking Canadians, it's failing to support those same workers in a meaningful way. If Tim Hortons doesn’t start investing in its employees, it risks losing both its workforce and its customer base – and ultimately, its place as a Canadian staple.

Workers Are the Backbone of Any Business

The minimum wage, part-time hours, and lack of benefits that Tim Hortons offers many of its employees are unsustainable. With the cost of living skyrocketing across Canada, workers simply cannot make ends meet. According to a recent study, more than 40% of minimum-wage workers in Canada are struggling with food insecurity. How can we expect employees to provide great service when they can’t even provide for themselves? Companies like Tim Hortons, which generate billions in revenue, need to lead by example and offer their employees living wages, full-time positions, and benefits like health care and paid leave.

Corporate Greed Over Canadian Values

Many Canadians were disappointed when Tim Hortons was bought by Restaurant Brands International (RBI) in 2014, a global corporation focused on maximizing profits. Since then, Tim Hortons has seen a shift from community values to corporate greed, squeezing workers and raising prices while cutting corners. The recent wage cuts and benefit reductions following Ontario’s minimum wage increase were seen as a slap in the face to Canadians, reinforcing that RBI cares more about profits than people.

Change Is Not Only Ethical – It’s Necessary

If Tim Hortons fails to improve working conditions, it risks more than just bad PR. The rise of independent coffee shops, which treat employees more fairly, is drawing customers away. In fact, studies show that consumers are increasingly choosing brands that align with their values, and ethical treatment of workers is at the top of the list. If Tim Hortons doesn't adapt, customers will continue to turn their backs, and the company will lose the loyalty that has kept it alive for decades.

Tim Hortons has the power to remain a Canadian icon, but only if it recognizes the value of its workers. It’s time for this company to act in the best interests of Canadians by paying living wages, offering full-time positions, and prioritizing employee well-being. Without these changes, Tim Hortons risks not only losing its workforce but also its reputation.

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Enough Is Enough: Time for a Living Wage in Canada

It's time we call out the big names—Tim Hortons, McDonald's, Loblaws, and all those corporate giants who think paying the bare minimum is acceptable. Let's get one thing straight: minimum wage is not a living wage. It's a bare-bones figure that barely covers rent, groceries, or transportation, let alone provides for a family or builds a future.

The Reality of Minimum Wage

In Canada, the federal minimum wage is set at $16.65 per hour as of 2024. But let's be real—can anyone truly live on that? A full-time worker earning minimum wage would make about $34,632 a year before taxes. For a single person, this might cover basic needs, but for families, it's a struggle just to get by. With rising costs in housing, food, and utilities, it's clear that minimum wage is far from enough.

The Cost of Living vs. Minimum Wage

Take housing, for example. According to the Canada Mortgage and Housing Corporation (CMHC), the average rent for a two-bedroom apartment in many Canadian cities is well over $2,000 a month. That's $24,000 a year—already swallowing up nearly 70% of a minimum wage earner's income before they've even bought groceries or paid bills. And in smaller towns like Kincardine, where opportunities are scarce, the challenge is even greater.

The Responsibility of Corporations

Companies like Tim Hortons and McDonald's rake in billions in profits each year. Yet, they continue to pay their employees as little as legally possible, all while the cost of living skyrockets. Loblaws, for instance, reported profits exceeding $2 billion in 2023. These corporations can afford to pay their workers a living wage—they simply choose not to.

What a Living Wage Looks Like

A living wage is a rate that reflects the real costs of living in a particular area. In places like Toronto, a living wage would be around $23.15 per hour. For a worker in rural Ontario, it might be slightly lower, but still well above the current minimum. This isn't just about paying workers more—it's about ensuring that every Canadian can afford the basics: food, shelter, healthcare, and the ability to live with dignity.

How Corporations Can Make the Change

1. Pay a Living Wage: Companies need to start by ensuring that their lowest-paid employees earn enough to live on. This means adjusting wages to reflect the real cost of living in different regions.

2. Profit Sharing:Corporations should implement profit-sharing schemes where workers benefit directly from the success of the company. If the business thrives, so should its employees.

3. Invest in Benefits: Beyond wages, companies should provide comprehensive benefits, including healthcare, paid sick leave, and retirement plans, ensuring long-term financial stability for their workers.

4. Community Investment: Corporations should invest in the communities where they operate, supporting local businesses, education, and infrastructure, creating a stronger local economy that benefits everyone.

Why It Matters

Paying workers a living wage isn't just good for employees—it's good for business. When workers earn more, they spend more, boosting the local economy. It reduces turnover, saving companies money on hiring and training. And it fosters loyalty and productivity, creating a better workplace environment.

As Canadians, we deserve better. We deserve a wage that allows us to support our families, invest in our futures, and live with dignity. It's time we hold these corporations accountable and demand a living wage for all. The time for change is now. Let's make our voices heard.

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Tim Hortons reported a revenue of around $3.3 billion in 2024, with a gross profit margin of 47.2%. Despite these robust financials, the company pays its full-time employees only $33,000 to $61,000 per year, which translates to an hourly wage barely above minimum wage in many regions.

Given its financial success, Tim Hortons should commit to paying all employees a living wage. This means adjusting wages to reflect the real cost of living, which varies by region but generally should start at least around $22 per hour in urban areas of Canada. This would not only improve the quality of life for workers but also boost employee satisfaction and retention, ultimately benefiting the company’s long-term success.

In addition, Tim Hortons could set an example in the fast-food industry by investing in comprehensive benefits, professional development, and opportunities for wage progression. By doing so, they can ensure that their employees are not just surviving but thriving in a challenging economic environment.