That Tim’s smells of Starbucks
by hannahskurnik ~ November 10th, 2011. Filed under: Uncategorized.
Inside of a Tim Hortons before renovation
In a recent article from the Glob and Mail titled “Going For a Latte or Espresso…at Tim’s” the Canadian coffee and doughnut chain, Tim Hortons, announces its plan to redesign their stores. It will be adding bench seating, wireless internet connection, softer lighting and a new floor layout. The goal is to get customers to spend more time in the stores and as a result spend more money. Come December Tim Hortons will also be launch some new drinks including lattes and mochas.
The whole redesign seems like a move towards a Starbucks-like ambiance that I think will do Tim’s a lot of good. At this moment Tim Hortons stores are associated with Wendy’s and fastfood; not exactly a coffee drinkers stereotypical setting. It is like what Joel Primus talked about in class today. A brand is the way that product makes you feel. Unless a customer wants to feel like a sexy modern man, they will not buy Naked briefs. Tim Hortons is trying to change the way their customers feel when they enter a store. A warmer ambiance will make customers feel more welcome and comfortable, making them want to stay a little longer. They are changing their brand to fit a coffee drinkers desired feelings.