Steve’s breakdown: This is a great ad for Tim Horton but is they stand a chance to really break into the USA, their Global Leadership Team needs to get in the head of Americans. Maybe they need an American agency.

THE UPDATE:

TORONTO, Canada: Tim Hortons says it has appointed Hope Bagozzi as its new chief marketing officer, the latest of several recent management shuffles at the coffee-and-donut chain.

It says she joins after a 15 year career with McDonald’s Canada, where she led the national marketing team.

Tim Hortons parent company Restaurant Brands International appointed Axel Schwan, the previous chief marketing officer, as regional president of Tim Hortons for Canada and the U.S. in October.

RBI said in December that Tim Hortons president Alex Macedo would be leaving the company in March of this year. It said Schwan would add the Latin American region to his portfolio and that other international locations would be led through RBI’s existing global leadership team.

Tim Hortons operates more than 4,800 locations mostly in Canada and the U.S. It also has restaurants in Mexico, the U.K., Spain, the Philippines and China.

RBI announced a major expansion earlier this year, with plans to expand Tim Hortons, Burger King and Popeyes Louisiana Kitchen to more than 40,000 locations worldwide within a decade.

ORIGINAL POST:

TORONTO, Canada: Restaurant Brands International CEO Jose Cil today announced that Axel Schwan will join the global leadership team of the company.  Mr. Schwan was appointed the Regional President of Tim Hortons for Canada and the US in October.

“I am very proud to welcome Axel to the leadership team. I have worked closely with him in Europe, the U.S. and now in Canada and he has proven himself to be a valuable leader of our Tim Hortons business, as well as a strong leader of people and teams,” said Mr. Cil.

Axel Schwan will add the Latin America region to his accountabilities. Other international Tim Hortons locations and continued restaurant growth will be led through RBI’s existing global leadership team.

Additionally, Mr. Cil announced that Alex Macedo has chosen to leave the company in March 2020. Mr. Macedo will remain available between now and March 2020 to facilitate a smooth transition.  “Alex was invaluable in establishing a strong growth trajectory for Burger King in the United States and led Tim Hortons through a period of transition earlier last year,” continued Mr. Cil.  “Alex has all our best wishes as he leaves RBI.”

About Restaurant Brands International Inc.
Restaurant Brands International Inc. is one of the world’s largest quick service restaurant companies with more than $33 billion in system-wide sales and over 26,000 restaurants in more than 100 countries and U.S. territories. RBI owns three of the world’s most prominent and iconic quick service restaurant brands – TIM HORTONS®, BURGER KING®, and POPEYES®. These independently operated brands have been serving their respective guests, franchisees and communities for over 45 years.

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