Tim Hortons is stepping up their game. Timmies has recently decided to expand their menu by adding espressos, lattes, and cappuccinos. Darren Zakus intelligently notes, “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”.

Tim Hortons is launching a new line of specialty coffees to expand within the coffee market. Source: CBC News

This was unambiguosly a smart move for Tim Hortons, as it expands the company into the specialty coffee market, which has proven to be very profitable. Also, people may now see Tim Hortons as a low-cost substitute for more expensive coffee shops, such as Starbucks. However, Tim Hortons’ greatest hurdle will be competing with other quick service coffee companies, especially McDonalds. Tim Hortons will have to hope that its brand name and strong consumer loyalty will attract customers to its new product line.

Tim Hortons is a very innovational company, expanding their menu substantially throughout the years to even include a variety of lunch and dinner items. However, this latest innovation could be its best in a while. Retail consultant Wendy Evans puts it, “They were founded on coffee so it makes sense to expand on that”.