As a result, Tim Hortons franchisees that are part of what's known as the Great White North Coalition sued to prevent further destruction of the community-centered, friendly and low-cost brand image that has been cultivated over the years. While this union represents only half of Canadian owners, nearly half of the 700 U.S. locations have joined in the lawsuit, according to Bloomberg. The lawsuit claims that the money from all of the products sold to owners, which makes up 70 percent of RBI's revenue, is being funneled towards other interests unrelated to the brand "at the wrongful expense of franchisees." The coalition of owners is seeking $500 million in damages in this suit.