Source: CBC News

Just yesterday, Tim Hortons announced that they would be expanding their range of all ready extremely popular Canadian coffee to now include espressos, lattes, and cappuccinos. By doing this, Tim Hortons has identified that a weakness of their company and products is that they only offer basic coffees and that they are surviving on being a Canadian company while competing against other coffee companies such as Starbucks. By moving into the espresso business, Tim Hortons has taken the opportunity to expand their line of products to increase the competition between themselves and other coffee companies in hopes of getting more sales and a larger demand for Tim Hortons coffee products which have the reputation of being good quality and affordable at the same time, in comparison to one of its main competitors Starbucks which is know for high quality coffee but very expensive in comparison.  Also, their competitors in the quick service coffee industry, most notably McDonald’s, are creating new marketing campaigns in attempt to compete with Tim Hortons with their new announcement of new coffee products so they are not swept out of the market in the eye of the consumers.