Duncan Fulton on corporate strategy
From Tim Hortons' new boss on China and fighting with franchisees | Extended interview · · CBC News: The National
“It took me two weeks on the job to figure out it's anything but that — I was invited to their Global Leadership offsite, there were 800 slides presented... not one slide about cutting costs; every single slide was data analytics backing up purposeful, deliberate investments that are going to drive product innovation, product quality, restaurant experience, brand communications.”
On , Duncan Fulton, Chief Corporate Officer at RESTAURANT BRANDS INTL INC, spoke about corporate strategy during Tim Hortons' new boss on China and fighting with franchisees | Extended interview on CBC News: The National.
About Duncan Fulton
In a December 2018 interview, Duncan Fulton, then recently appointed Chief Corporate Officer of Restaurant Brands International, discussed the company's priorities and challenges. He stated that the number one priority established by the executive team was rebuilding the relationship with Tim Hortons' restaurant owners, acknowledging that the brand had experienced "a little bit of a slip" in recent years. Fulton described Tim Hortons as having "an incredible iconic place in Canadiana and culture" and argued that every restaurant in the world would want the brand's status. He also addressed international expansion, particularly in China, saying there is "nothing but opportunity internationally" and that the company would tailor the brand market by market, such as offering a churro instead of a donut if a local market wanted it. Fulton also spoke about growth strategies, noting that the company was testing a dedicated kids menu for Tim Hortons, which he called "Canada's Family Restaurant." He characterized Restaurant Brands International as "fundamentally a growth company," citing its stock price increase since its IPO as evidence. In a separate 2012 appearance at the Banff Media Festival, while serving as Senior Vice President of Communications and Corporate Affairs at Canadian Tire Corporation, Fulton described branded and digital content as "the game changer" and "the heart of all marketing." He said that companies can influence but no longer control content creation, as people will create and share content regardless.