Recently, Tim Horton’s has announced that they will be redesigning the layout for new locations and renovating old ones in order to move from their “fast-food” vibe and to create a more homely, comfortable, and attractive setting — one where consumers will want to stay for long periods of time in, therefore spend more money. As stated in Hannah Skurnik’s recent blog post, this strategy seems strikingly similar to that of Starbucks, their main rival coffee company. However, I agree with Hannah in saying that this is an extremely intelligent move on the Canadian coffee company’s part, since as she so poignantly re-stated from one of our guest speakers in class, “a brand is the way that product makes you feel.” Therefore by creating coffee shops with warm, cozy, and up-scale design and decor, not only would more wealthy and up-scale consumers be attracted to the stores, increasing the loyal consumer base of Tim Horton’s, but also ensuring increasing revenue due to the fact that their already-loyal customers will feel more at home in their locations, desiring to stay there longer and actually wanting to spend that extra two dollars on another large coffee three hours after staying in the store.