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Tim Hortons extends breakfast daypart in Canada

November 15, 2011

Tim Hortons Canada has extended its breakfast hours to noon during the week. Previously, breakfast was only available until noon on weekends.

"With changing lifestyles and people working different hours, our guests were looking for breakfast later in the day," said Donna Finelli, director, Brand Marketing for food at Tim Hortons. "We heard from our restaurant owners that many times guests would come in and ask for breakfast beyond 11 a.m. only to find they had missed the window. We felt we needed to respond to our guests' needs."

The company tested extended breakfast hours in various markets to a favorable response from guests.

The trend toward serving breakfast beyond traditional hours has been on the rise. Also, an increasing amount of concepts are trying their hand at breakfast. The NPD Group recently reported that the daypart presents a big opportunity for the restaurant industry.

"With 31 million people skipping breakfast each day, there is a significant opportunity for food and beverage marketers to reach these consumers," said Dori Hickey, director, product management at NPD and author of the study titled Morning MealScape 2011.

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