Coffee and doughnuts chain Tim Hortons is getting a little less Canadian and a little more — Americano. The iconic chain announced Wednesday they will soon sell cappuccinos, espressos and lattes at 3,000 locations across Canada in the near future.
"Starting at $2, the new drinks offer guests a delicious, fast and convenient choice for lattes, at a value price," the TSX-listed company said in a release Wednesday. "A good latte isn't easily available in many communities. Now, anyone can enjoy a delicious latte in one of our thousands of locations, or grab one in a drive through window, any time of day," the release said. Lattes and other espresso-based beverages will be available in Ontario starting November 14, and mid-December in the rest of Canada and United States, the company said.
New strategy
The move is a departure from the chain's origins as a simple coffee and baked goods chain. Founded in 1964 by former NHLer Tim Horton, the company focuses its marketing efforts on its blue-collar roots and wraps its own identity around that of Canada's. No election campaign is complete without the requisite stop at a Tim Hortons location to pick up coffee, buy a dozen donuts, and shake the hands of ordinary Canadians, for example.
But the chain has worked hard to maximize revenues beyond its breakfast base. They have heavily expanded their lunch and dinner selections, for example. Last month, they unveiled the latest addition to their food menu — lasagna.
"Tim Hortons has always been an innovator," retail consultant Wendy Evans says. "And they have to be, because they're always attacked on all sides, from above and below.""Moving into lattes and cappuccinos is a natural extension of that," Evans said. "They were founded on coffee so it makes sense to expand on that by adding more coffee-based offerings."