A key stage of a class action lawsuit that reveals infighting at one of Canada’s most venerated brands began in earnest in a Toronto courtroom Monday.

Archibald and Anne Jollymore — the two franchise owners from Burlington, Ont. who launched the claim against Tim Hortons Inc. — looked on from the front row of the visitors’ gallery as their lawyers took the floor.

The plaintiffs’ primary allegation is that a chain-wide switch to par-baking in a central factory, which replaced in-store scratch baking starting around 2002, cut into their profits. Some have dubbed the dispute the “Always Fresh” lawsuit.