Val Upfold

The Tim Hortons announcement is interesting because it really shows how much the hospitality labour conversation in Canada has shifted over the last few years.
Not that long ago, restaurants were in full panic hiring mode post-pandemic and many operators genuinely couldn’t staff shifts consistently. Programs like TFW became a major part of keeping some businesses running, especially in entry-level roles.
Now the market feels different. There is still strong demand across hospitality, tourism but employers are no longer hiring with the same urgency they were a few years ago. Application volume is up, youth unemployment has risen and there is increasing pressure on companies to prioritize local hiring again.
What I also find interesting is that when I talk to younger people, many aren’t even applying to traditional entry-level jobs like Tim Hortons in the first place… but that’s probably a whole other conversation.
At the same time, many operators are still struggling to find experienced people, leadership talent and employees who want to stay in the industry long term.
To me, the bigger issue was never just “finding workers.” It was building workplaces and hospitality careers that people actually want to stay in.
Curious what others in the industry are seeing right now.