Incoming Tim Hortons CEO reviewing everything from coffee cups to doughnuts

OAKVILLE, Ont. – Tim Hortons’ new chief executive is reconsidering everything from coffee cup sizes to doughnut selection as he begins a widespread review of the chain’s operations.

Marc Caira says he wants to make it easier and faster to order at the counter because customers want a “flawless” experience that’s quick and easy.

That will likely include simplifying the company’s menu slate, which at this point includes a rotating selection of more than 60 doughnuts, and no less than five different coffee cup sizes.

Caira says his past experience as an executive at Nestle’s South American operations means he comes to Tim Hortons with a fresh point of view, and thinking like a customer.

Tim Hortons has been faced an onslaught of competition from coffee chains like Starbucks and fast food restaurants like McDonalds, who have offered deep discounts to their customers and loyalty programs.

He added that while he hasn’t made any specific decisions for changes of the menu, or the company’s operations as a whole, he plans to unveil a new strategic plan before the end of the year.