Within recent years, it has become more difficult for Canadians to find a job. Even getting a job at a fast food restaurant doesn’t come easily, and Tim Hortons’ new national campaign is inviting Canadians to apply for a summer job.
On May 25, Tim Hortons announced they’ll be hiring 10,000 local workers across Canada, shifting their focus away from the Temporary Foreign Worker Program.
Tim Hortons states that this is a way to support the growth of new locations opening this year across the country and maintain a welcoming community.
“We continue to believe in Tim’s vision today: everyone in Canada is welcome as a guest and everyone in Canada is welcome to work in a Tim Hortons restaurant,” it says in the press release.
Many people online took to the comments to voice their frustration with the coffee shop saying that the company is “too late” on this initiative and think it’s not a genuine move to help Canadians.
“As a local Canadian, zero Tim Hortons ever hired me,” said a user on The Brandon Gonez Show post. I applied to every single one in my city when I was in high school. There’s literally one every 2km here. I couldn’t tell you who or why they hire who they do.”
The statement from Tim Hortons also expresses the company’s core values when it comes to diversity in the workplace and striving to always keep non-discriminatory environments.
The Brandon Gonez Show asked Canadians to weigh in on this campaign and express whether this changes their stance on the coffee shop.
“I support them forever because I’m Canadian. But people should always have the opportunity to say ‘I have a job’, said Canadian local Sam Graham.
However, others are not seeing this as a positive and mindful move.
“I don’t see how that should make me support them anymore. Sounds like, I mean, surface level anti-immigration kind of move,” Den M told The Brandon Gonez Show.
“That sounds like pushing systemic government regulated programmes onto the minorities and making a scapegoat out of them. I will not want to support Tim Hortons any more than I did before. If anything, probably less,” adds Den M.
This campaign also comes shortly after Dunkin’ announced that they will be opening shops across Canada later this year or early 2027.
Citizens are skeptical that Tim Hortons may only be implementing this initiative to combat competition from Dunkin’.
“I think they definitely are trying to cater to [the] Canadian job force. But more so, I think they’re focusing on younger people and bringing them in, because they know when Dunkin’ comes that people might go work over there,” Ryan C. tells The Brandon Gonez Show.
“They are only putting it out there that they are going to hire more Canadians because Dunkin’ is coming back,” a user commented on The Brandon Gonez Show post.
Multiple complaints have also been made on social media on the poor quality and service in recent years, and many expressing they would rather support local coffee shops instead of the franchise.
According to the press release, Tim Hortons hired 4,000 team members through the Temporary Foreign Worker Program, but that number has been declining since 2024.
