TORONTO — Tim Hortons said it will begin offering all-day breakfast at its locations in Canada beginning July 25.

The program, known as “Breakfast Anytime, Any Tims,” was test marketed earlier this year in Ontario. Following positive feedback from customers the program now will roll out nationwide, the company said. Breakfast menu items that will be available after noon include the Classic Hot Breakfast Sandwich on a biscuit or English muffin, hash browns and more.

“We know how busy our guests are, and we are dedicated to always offering them convenience and quality whether it’s 6 am or 6 pm,” said Ricardo Azevedo, chief sales officer, Tim Hortons. “Breakfast Anytime is all about delivering our guests their favorite breakfast items at any time in communities across Canada.”

Tim Hortons said the all-day breakfast roll-out complements its “Winning Together” strategy, which is focused on three key pillars: restaurant experience, product excellence and brand communications.

Daniel S. Schwartz, CEO of Restaurant Brands International, the parent company of Tim Hortons, discussed the “Winning Together” plan during an April 24 conference call with analysts.

As part of the first pillar, Schwartz said Tim Hortons is increasing its digital presence and modernizing its restaurant image. In March, the company unveiled a new Tim Hortons restaurant design called the “Welcome Image,” which features a redesigned natural, more modern and more inviting image. The company plans to roll out the new design across most of its Canadian restaurants over the next four years.Tim Hortons

The second pillar, product excellence, revolves around a focus on offering products that consumers enjoy.

“One component of this is furthering our coffee leadership in Canada, including through our espresso-based beverage platform that we rolled out last year,” Schwartz said. “A second component is improving the quality of our lunch products, which we’ve already started, including through our turkey bacon club, our artisan grilled cheese and our new signature melts platform. We also plan to improve our product packaging and other visual cues, which we will roll out in Canada later this year.”

The third pillar, brand communications, will include a focus on the values that define the Tim Hortons brand, including a musical advertising campaign.

“I want to reemphasize that we don’t think the current challenges at Tim Hortons can be addressed with a series of short, easy fixes,” Schwartz said. “Like our restaurant owners, we are focused on the long term and on executing with excellence on our three-pillar ‘Winning Together’ plan. Simply put, we are as passionate about this iconic brand as our franchisees and our guests, and we know we’re accountable for its success. That’s why you have my commitment that we will continue moving with speed and determination to improve its performance.”

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