According to Hannah Skurnik, there’s a new player in the premium coffee world. Although no one considers Tim Hortons to be a new company, they are beginning to reconstruct their bushiness model away from the “fast-food coffee” ways they’ve been using in the past. Long associated with quick service and delicious food and beverages, Tim Hortons will be looking to clean up their brand image by redesigning stores and adding more luxury goods to their menus come early 2012. Hannah referred to the statement “a brand is the way a product makes you feel.” Tim Horton’s believes that by adding a new motif and new products, they will be able to make their customers feel more at home, and they will spend more time in the store therefore boosting sales. Of course like most strategies implemented by companies, Tim’s will be using small tactics to accomplish their goals. Free wifi, relaxed seating environment and premium beverages  are a few examples of these tactics that will hopefully transform Tim Horton’s into a competitor of the coffee giants such as Starbucks and Second Cup.