Tim Hortons to introduce dark roast coffee

Currently Tim Hortons brews only one type of drip coffee which they refer to as their premium blend. This will change soon with the introduction of a new “dark roast” drip brew, served in addition to their signature blend they have been brewing for decades.

A majority of Canadians (about 50%) drink coffee on a regular basis. As the market has continued to expand with new chains like McDonald’s “McCafe”, Blenz, as well as local competitors; companies like Time Hortons has come up with differentiation strategies to win and retain loyal customers. Emerging Gen Y customers are known to favor looking for bolder, more flavorful products. By introducing the new bolder coffee Tim Hortons is aligning its tastes with Gen Y customers and other trends in the coffee market.

To help minimize risk Tim Hortons will be releasing the product in stages, starting in London, Ontario and Columbus, Ohio. However it is very likely it will expand given many competitors already offer this product.

Sources:

http://www.cbc.ca/news/business/tim-hortons-tests-dark-roast-coffee-to-woo-consumers-1.2254414

http://www.ccdinnovation.com/media/pr_1.05.2009.php

Print Management Bureau – 2013 database

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