Axel Schwan, President of Tim Hortons Canada & U.S., and Duncan Fulton, Chief Corporate Officer of Restaurant Brands International, on Defending Canada's Coffee Crown
This week on The Food Professor Podcast, co-hosts Michael LeBlanc and Dr. Sylvain Charlebois welcome two special guests for a wide-ranging, no-holds-barred interview: Axel Schwan, President of Tim Hortons Canada & U.S., and Duncan Fulton, Chief Corporate Officer of Restaurant Brands International (RBI). With Dunkin' Donuts announcing its return to Canada and Canadians passionately debating the future of their most iconic coffee brand, Axel and Duncan showed up ready to answer the tough questions. In a candid 40-minute conversation, Schwan and Fulton open up about Tim Hortons' "Back to Basics" strategy — the largest consumer research project in the company's history — and the quality overhaul that followed: freshly cracked eggs replacing frozen patties in breakfast sandwiches, 40% more apple in the apple fritter, more Venetian cream in the Boston cream, and the removal of artificial colours, flavours and preservatives across the menu. They share how Tim Hortons serves four million guests a day across 4,000 restaurants owned by 1,500 Canadian franchisees, why traffic is the one metric Axel watches daily, and how the brand is winning younger consumers with its Quenchers platform — including the imminent launch of Popping Quenchers — plus celebrity partnerships with Justin Bieber and Ryan Reynolds. The duo also tackles the controversy head-on: Is the wave of announcements — 400 restaurant renovations, 80 new builds, a national hiring campaign — a reaction to Dunkin's arrival? Fulton sets the record straight on the temporary foreign worker debate, noting roughly 4,000 of 110,000 restaurant team members are part of the program, and explains how AI is being deployed to improve the team member experience, from labour scheduling to order accuracy. A rapid-fire round covers everything from the biggest public misconception about Tim Hortons to the products Canadians want back, while Michael shares his own fun factoid: he helped invent Roll Up the Rim during his Dixie Cup days. But first, we start with the food and agriculture news of the week. Sobeys gets served as the Competition Bureau flexes its new Competition Act powers to investigate property controls in Canadian grocery. We break down Ottawa's newly published AI strategy and what it means for agriculture and food, where Canada's persistent data deficit threatens to undermine even the best intentions. Then, the screwworm fly resurfaces in Texas, prompting the Canadian Food Inspection Agency to take targeted action — and sending cattle futures and already-high beef prices climbing. Sylvain also reports from Delaware, where he keynoted a healthcare conference on food as medicine and discovered a surprising threat to American farmland: hundreds of AI data centres being built on fertile soil. About UsDr. Sylvain Charlebois is a Visiting Professor in Food Policy and Distribution at McGill University and a Professor in Food Distribution and Policy in the Faculty of Management at Dalhousie University in Halifax. He is also the Senior Director of the Agri-food Analytics Lab, also located at Dalhousie University.Known as “The Food Professor”, his current research interest lies in the broad area of food distribution, security and safety. He is one of the world’s most cited scholars in food supply chain management, food value chains and traceability with over 775 published peer-reviewed journal articles. Dr. Charlebois is also an editor for the prestigious Trends in Food Science Technology journal. He co-hosts The Food Professor podcast, discussing issues in the food, foodservice, grocery and restaurant industries and which is the most listened Canadian management podcast in Canada. Every year since 2012, he has published the now highly anticipated Canadian Food Price Report, which provides an overview of food price trends for the coming year. Furthermore, his research has been featured in several newspapers and media groups, nationally as well as internationally. He has testified on several occasions before parliamentary committees on food policy-related issues as an expert witness. He has been asked to act as an advisor on food and agricultural policies in many Canadian provinces and other countries.With extensive experience collaborating with businesses, governments, and NGOs, Dr. Charlebois combines academic rigor with practical expertise, making him one of the most influential voices in the global agri-food landscape. His work continues to advance the understanding of food systems, fostering innovation and resilience in a rapidly evolving industry. In 2025, he received the prestigious Charles III medal recognizing his tremendous work in informing Canadians about food issues. Michael LeBlanc is a senior retail advisor, keynote speaker and media entrepreneur. Michael has delivered keynotes, hosted fire-side discussions hosted senior retail executive on-stage in 1:1 interviews worldwide. Michael produces and hosts a network of leading retail trade podcasts, including The Remarkable Retail Podcast, The Voice of Retail, The Food Professor, The FEED powered by Loblaw and the Global eCommerce Leaders podcast. He has been recognized by the National Retail Federation (NRF) as a global Top Retail Voice for 2025 and 2025, and continues to be a ReThink Retail Top Retail Expert for the fifth year in a row.
