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Macedo doesn’t know which kind of packaging environmentalists will turn their attention to next, but said “we need to be ahead of whatever is next.”

That includes looking beyond plastic to the brand’s perception, which came under fire in recent months because of a dissident association, which claims to represent at least half of Tim Hortons franchisees.

The Great White North Franchisee Association has publicly argued with Tim Hortons over everything from alleged misuse of a national advertising fund to cuts to employee benefits after Ontario’s minimum wage hike, but Macedo has previously vowed to patch things up.

“We think it is not wise to drag the brand through the mud in the public eye because there are 1,500 families that depend on the brand to make a living,” Macedo said, emphasizing that his focus is on keeping franchisees profitable and customers happy.

He aims to do that with a new marketing plan he hopes to roll out later this year with a focus on true stories, including one about a Kenyan hockey team that played hockey with little equipment at a mall and has embraced the brand so fervently that Tim Hortons will fly the players over to skate with NHL stars.

Another will feature a story Tims staff stumbled across about a girl with a hearing impairment who often heads to Tim Hortons after school with friends. She used to have a hard time communicating that she wanted to order a doughnut or hot chocolate.

“It was wintertime and she would blow on the glass and write hot chocolate so the (Tim Hortons staff) would know. The next week (she) came in the lady that had served her had on her own learned how to sign hot chocolate and doughnut,” said Fulton.

“They are at a Tim Hortons today shooting the story with the actual lady (and girl). It is what the brand is all about.”