Breakfast gets better, simpler for Canadians

Tim Hortons adds English muffin breakfast sandwich to menu; Provides a single stop for Canada's favourite coffee and all hot breakfast sandwiches

OAKVILLE, ON, Jan. 25 /CNW/ - Breakfast just got better and easier for Canadians.

Tim Hortons, Canada's number one choice for breakfast sandwiches, today added an English muffin breakfast sandwich to its menu. Now, customers can make a single morning stop at Tim Hortons to grab Canada's favourite coffee and any hot breakfast sandwich - on an English muffin, homestyle biscuit or bagel.

Hot breakfast sandwiches are the second most popular morning menu item behind only coffee in quick service restaurants in Canada. One in four hot breakfast sandwiches sold are on an English muffin, according to market research firm NPD Group. Until today, Tim Hortons had not offered this choice.

"We hope to make a lot of customers happy today," said Bill Moir, chief marketing officer, Tim Hortons Inc. "The English muffin breakfast sandwich is another choice for customers to pair with their favourite Tim Hortons coffee, and continues our commitment to provide customers with a wide variety of breakfast selections. They can also expect our new breakfast sandwich will follow the Tim Hortons brand promise: prepared fresh to order, with the same great quality and taste, at an affordable price, every time."

Over time, Tim Hortons has changed the way Canadians eat breakfast: its nationwide presence, convenient drive-through service and continuous menu innovations have helped make it easier for people to kickstart their day.

Tim Hortons has also made hot breakfast sandwiches a more popular part of Canadians' morning routine. Tim Hortons breakfast sandwich on a homestyle biscuit was an instant hit when first introduced in 2006 - and quickly doubled the size of the breakfast sandwich market. The hot bagel breakfast sandwich built on that success when introduced in 2007.

Prior to today's announcement, Tim Hortons was already selling more hot breakfast sandwiches in Canada than all other quick service restaurants combined, according to NPD Group.

"Our Tim Hortons store owners are proud to be the number one choice for Canadians to start their day," said Roland Walton, chief operations officer, Canada, Tim Hortons Inc. "It all begins with our premium blend coffee. Customers love our 20-minutes fresh guarantee - all day, every day. Now, the English muffin breakfast sandwich offers another great combination with a cup of Tim Hortons coffee, and gives customers another reason to make us their preferred breakfast destination away from home."

To celebrate the new item, participating restaurants are offering all hot breakfast sandwiches for a limited-time introductory price of just $1.99.

Photo and interview opportunity

Two of Tim Hortons' top executives will be available at a downtown Toronto restaurant, which will be giving away free English muffin breakfast sandwiches to morning customers.

    
    Where:    Tim Hortons
              144 Simcoe Street (near Richmond Avenue)

    When:     Monday, January 25, 2010
              10 - 11:15 a.m.

    Who:      Roland Walton, Chief Operations Officer, Canada,
              Tim Hortons Inc.
              Bill Moir, Chief Marketing Officer, Tim Hortons Inc.
    

Tim Hortons Inc. Overview

Tim Hortons is the fourth largest publicly-traded quick service restaurant chain in North America based on market capitalization, and the largest in Canada. Tim Hortons appeals to a broad range of consumer tastes, with a menu that includes premium coffee, flavored cappuccinos, specialty teas, home-style soups, fresh sandwiches, donuts and fresh baked goods. As of September 27th, 2009, Tim Hortons had 3,527 systemwide restaurants, including 2,971 in Canada and 556 in the United States. More information about the Company is available at www.timhortons.com.

/NOTE TO PHOTO EDITORS: A photo accompanying this release is available at http://photos.newswire.ca. Images are free to accredited members of the media/

SOURCE Tim Hortons

For further information: For further information: Media: David Morelli, (905) 339-6277 or morelli_david@timhortons.com; Investors: Scott Bonikowsky, (905) 339-6186 or investor_relations@timhortons.com


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