Tim Hortons’ CSR Local Outreach Programs – Free Summer Swimming

Most Canadians (and some Americans) associate Tim Hortons (Tims) with their morning cup of coffee on the drive to work, but the company is so much more. In previous blog posts, we have written about Tim’s store-level environmental initiatives and we have also highlighted the release of their first CSR business report but Tims are not just about making the planet a better place with responsible business practices and environmental programs. They are also about the small things like helping local communities through various outreach initiatives which we will explore in this 5-part series starting today with their Free Summer Swimming program.

Tim Hortons Summer Swim Program image courtesy of timhortons.com

For the past 10 years, many individual Tim Hortons locations have been sponsoring a free summer swimming program and that continues this year. “During the summer Tim Hortons Restaurant Owners are proud to sponsor Free Summer Swimming in certain locations.” This program is currently only for children who reside in the province of Ontario, and you can find out about the times and locations of the program in your area here.

Free summer swimming will grant children in select areas throughout Ontario the opportunity to participate in a healthy and fun activity with their family and friends that they may not otherwise be able to afford or have access. By offering such programs Tims are truly serving the communities they reside. This is the very essence of an effective CSR business plan because they are making a positive, tangible impact that goes far beyond just employment opportunities and corporate profits.

Takeout coffee is a highly competitive market and to compete you have to offer customers more than an expanded menu with reasonable prices. Customers will be drawn to a company that appeals to their values and what better way to relate to your customer base than to improve the community in which they live. While this swimming program may not directly impact many of the Tims customers directly they can still appreciate that it enriches the lives of others in their neighbourhood. In times when purchasing a cup of coffee might be seen as excessive by some, customers can feel good that their little indulgence is making a difference.

CSR business initiatives sometimes fail to engage customers so it is refreshing to learn that Tim Hortons is taking a more creative approach by thinking small while still having a large impact on the lives of those in the community they serve. Kudos, and hopefully others will follow suit.