OAKVILLE, ON, April 1, 2015 /CNW/ - It's the details that make Tim Hortons Canada's favourite coffee. From only choosing beans grown at the right altitude, to roasting and grinding the beans to precise specifications, to meticulously maintaining each restaurant coffee brewer, Tim Hortons has taken pride in every detail for more than 50 years. Now, with an increasing consumer desire to elevate the coffee experience and explore new flavours, the experts at Tim Hortons have honed in on the details yet again – this time, with a test market launch of the brand's first single origin coffee, Three Peaks Colombian – an exceptional coffee from the renowned growing region of Cauca, Colombia.
The hugely successful launch of Tim Hortons Dark Roast showed that Canadians are interested in trying new coffees from Tim Hortons, with more than 85 million cups of Dark Roast poured since the chain-wide launch in August 2014. Following the launch, Tim Hortons not only outpaced industry growth in the quick-service-restaurant (QSR) brewed coffee category – with seven per cent in Q4 2014, compared to overall QSR growth of three per cent in the same period – but drove it. When you exclude Tim Hortons from the statistic, the overall QSR brewed coffee category was flat, at zero per cent growth.*
"Our guests, especially millennials, are looking for new experiences and different tastes, so expanding our coffee portfolio makes perfect business sense," says David Clanachan, President and Chief Operating Officer, Tim Hortons Canada. "Like craft beer, wine or exotic foods, coffee is increasingly seen as an affordable adventure, so we feel our new Three Peaks Colombian coffee will satisfy this increasing appetite for new, different and exciting flavours."
Tim Hortons limited edition Three Peaks Colombian is a distinct, medium roast coffee with a hint of caramel and smooth finish. It originates from the Cauca mountain region in Colombia's Andean Valley, where some of the country's most fertile land is found. The unique soil, temperature variation and geography of the region come together to produce a special coffee bean with higher levels of acidity and very particular sweet notes. The new coffee will be available starting today, for eight weeks, in five test markets: Abitibi, Quebec; Saint John and Moncton, New Brunswick and Sudbury and North Bay, Ontario.
While the new limited edition Three Peaks Colombian is distinctly different from Tim Hortons Dark Roast, Original or Decaf coffees, the meticulous growing, roasting and brewing process is consistent across all blends. Tim Hortons has an expert team of coffee masters who oversee the process from bean to cup to ensure guests can enjoy the same superior cup of coffee over and over again. The process starts with ensuring the beans are grown at the right altitude. From there, the harvesting and sorting of beans, and the roasting process are also scrutinized, with Tim Hortons coffee masters tasting more than 225,000 cups of coffee each year to ensure consistent quality.
The journey to a perfect cup of coffee continues in restaurants, where the shelf-life of an open pack of coffee is a mere 30 seconds before oxidation takes place, and where team members replace filter baskets as soon as the last drop of coffee falls from the brewer to ensure the coffee does not taste bitter.
"There are literally hundreds of steps that go into making every single cup of coffee at Tim Hortons, and the new Three Peaks Colombian is no exception," says Kevin West, Senior Director, Coffee Operations,Tim Hortons. "Our singular goal is to make sure our coffee is made to exacting standards, so that we can deliver a superior, consistent cup every time. More than 5.3 million Canadians visit Tim Hortons every day, and that's a privilege we take seriously."
For more information about Tim Hortons coffee expertise, click here, and join the coffee quality conversation on Twitter or Instagram using @TimHortons and on Facebook at Facebook.com/TimHortons.
*The NPD Group, Inc., CREST YE Nov 2014
Tim Hortons® Inc. Overview
Tim Hortons, part of Restaurant Brands International, is one of North America's largest restaurant chains operating in the quick service segment. Founded as a single location in Canada in 1964, Tim Hortons appeals to a broad range of consumer tastes, with a menu that includes premium coffee, hot and cold specialty drinks (including lattes, cappuccinos and espresso shots), specialty teas and fruit smoothies, fresh baked goods, grilled Panini and classic sandwiches, wraps, soups, prepared foods and other food products. As of December 28, 2014, Tim Hortons had 4,671 systemwide restaurants, including 3,729 in Canada, 884 in the United States and 58 in the Gulf Cooperation Council. More information about the Company is available at www.timhortons.com.
About Restaurant Brands International
Restaurant Brands International Inc. is one of the world's largest quick service restaurant companies with approximately $23 billion in system sales and over 19,000 restaurants in nearly 100 countries and U.S. territories. Restaurant Brands International owns two of the world's most prominent and iconic quick service restaurant brands – TIM HORTONS® and BURGER KING®. These independently operated brands have been serving their respective guests, franchisees, and communities for over 50 years. To learn more about Restaurant Brands International, please visit the Company's website at www.rbi.com.
SOURCE Tim Hortons
Image with caption: "Tim Hortons: The Finer Points of Coffee (CNW Group/Tim Hortons)". Image available at: http://photos.newswire.ca/images/download/20150401_C6177_PHOTO_EN_13831.jpg
Image with caption: "Tim Hortons coffee masters taste more than 225,000 cups of coffee each year to ensure the flavour, quality and consistency of every cup Tim Hortons serves. (CNW Group/Tim Hortons)". Image available at: http://photos.newswire.ca/images/download/20150401_C6177_PHOTO_EN_13832.jpg
Image with caption: "Tim Hortons launches its first single origin limited edition coffee - Three Peaks Columbian - in five test markets across Canada. Three Peaks Columbian is available starting April 1, for eight weeks, in Abitibi, Quebec; Saint John and Moncton, New Brunswick and Sudbury and North Bay, Ontario. (CNW Group/Tim Hortons)". Image available at: https://photos.newswire.ca/images/download/20150401_C6177_PHOTO_EN_13833.jpg
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