What’s your “roast profile”?
Marc Caira, the new chief executive of Tim Hortons says that for a significant number of Canadian coffee drinkers, it’s dark.
For that reason, the country’s largest coffee chain is on the verge of introducing a second, bolder blend in its 3,500 quick-serve restaurants this year — a big step that’s part of a broader shake-up at the iconic Canadian coffee shops.
“We know it’s a roast profile that appeals to a meaningful segment of the Canadian coffee market,” Caira said on a conference call on Thursday.
After testing the new roast out in London, Ont. over the last while, experts suggest the dark roast blend is ready for prime time and will be in Timmies locations across Canada by mid-year.
Caira also hinted that Tim Hortons may introduce other blends, a format that would be entirely new to Tim Hortons restaurants but similar to the multiple selection format found at specialty cafes like Second Cup.
The move to add new coffee blends comes as McDonald’s, Starbucks and other coffee competitors step up efforts to steal Tims customers. Starbucks is making its biggest expansion in Canada in years thanks to its rollout through new Target locations.
READ MORE: Target, Starbucks partnership a perfect blend
In response, Oakville, Ont.-based Tims has taken a deep and thorough look at revamping everything from day-to-day operations to menu items over the next several years.
The company’s board approved this week a new five-year plan to renovate and modernize locations among other aggressive steps aimed at speeding up wait times in lineups, simplifying processes and ultimately boosting sales.
Tims customers can expect new express lineups that cater to vistors who aren’t interested in things like lunch menu items and simply want a coffee.
Tims is also unloading Cold Stone Creamery from its Canadian locations, unsatisfied with the relatively poor sales the frozen treat brand generated combined with the distracting drag Cold Stone locations posed on in-store operations.
“The fit was not ideal,” Caira said.
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