The world moves at breakneck speed, and it’s easy to get distracted by every new fad and trend. To stay grounded and prevent getting swept away in the tide of change, you should revisit the foundational values your business was built upon.

Duncan Fulton, chief corporate officer at Restaurant Brands International—the holding company that includes Burger King, Popeye’s and Tim Horton’s in its portfolio—was blunt about the fact that Canada’s favourite coffee and donut chain had lost its way. 

It’s about “stripping down the business and getting back on track,” he said. Part of the transformation involved an exploratory exercise— interviews with friends of co-founder Ron Joyce, former employees and stakeholders, etc.—into the foundational values that Tim’s was built upon, and what made the company “amazing.” 

Duncan Fulton, chief corporate officer at Restaurant Brands International—the holding company that includes Burger King, Popeye’s and Tim Horton’s in its portfolio.

The following is a list of those values. It serves as a blueprint of how Tim Hortons will get back on track:

1. We are obsessed with freshness and quality. 

2. We make things simple for everyone. 

3. We give back to communities. 

4. We offer great value for money.

5. We believe personal relationships matter. 


About The Gathering

Organizers of The Gathering consistently outdo themselves: bigger brands and personalities, more content and dual-track sessions, and ramped up music and entertainment value. But as it grows, the level of access to the hearts and minds of the biggest brand leaders remains unchanged, keeping The Gathering on the calendar of smart marketers across North America year after year.

For more information, visit www.cultgathering.com

Katherine Scarrow is the general manager of Globe Content Studio, the content-marketing division of The Globe and Mail, Canada’s national media organization.

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