Tim Hortons pilots new dark roast coffee

Company introduces new blend in Canadian and U.S. test markets

OAKVILLE, ON, Oct. 28, 2013 /CNW/ - For the first time in the coffee company's 49-year history, Tim Hortons is offering guests in two select markets the opportunity to try a brand new blend of coffee, in addition to its Original premium blend. The new Tim Hortons Dark Roast coffee is available at participating Tim Hortons Cafe & Bake Shop locations in Columbus, Ohio starting today and will be available at participating Tim Hortons restaurants in London, Ontario, starting November 4. During the pilot, guests in these two markets will have the choice between Tim Hortons Original blend and the new Dark Roast blend.

With the launch of this pilot, Tim Hortons is addressing a segment of consumers who have an appreciation for dark roast coffee.

"Coffee drinkers have told us they enjoy variety when it comes to their coffee and according to our research, many of them consumed dark roast coffee in the past month.  As a coffee leader, our new Dark Roast is a natural addition to our coffee portfolio," said Dave McKay, vice president beverages, Tim Hortons. "Guests will continue to be able to enjoy their Tim Hortons Original blend but those looking for a darker blend can now get it with the ease and convenience of Tim Hortons; a place they already trust for premium quality coffee."

The Tim Hortons Dark Roast is a brand new blend made from 100 per cent Arabica beans, sourced from the world's most renowned coffee regions. This special blend is roasted to bring out the full, rich flavour and aroma of a dark roast coffee, while ensuring a perfectly smooth finish.

"We are piloting our new Dark Roast in markets in Canada and the U.S. to gauge our guests' reactions and gain operations learnings before deciding on next steps," added McKay. "We encourage guests in London and Columbus to try the new Dark Roast coffee and tell us what they think."

The new Tim Hortons Dark Roast coffee will be served 20-minutes fresh and available throughout the day in the same cup sizes and at the same price as Tim Hortons Original coffee blend.

London, ON has served as one of the company's test markets in Canada for many years, most notably launching the Iced Cappuccino which has become a big hit for the brand.

Columbus, OH is often a test market for Tim Hortons Cafe & Bake Shop and in the past was one of the first to launch the company's product innovations such as panini, lattes and other espresso-based beverages.  Columbus is also home to Tim Hortons Cafe & Bake Shop's U.S. headquarters.

About Tim Hortons Inc.
Tim Hortons is one of the largest publicly-traded restaurant chains in North America based on market capitalization, and the largest in Canada. Operating in the quick service segment of the restaurant industry, Tim Hortons appeals to a broad range of consumer tastes, with a menu that includes premium coffee, espresso-based hot and cold specialty drinks (including lattes, cappuccinos and espresso shots), specialty teas and fruit smoothies, fresh baked goods including our trademark donuts, grilled Panini and classic sandwiches, wraps, soups, prepared foods and other food products. As of June 30th, 2013, Tim Hortons had 4,304 systemwide restaurants, including 3,468 in Canada, 807 in the United States and 29 in the Gulf Cooperation Council. More information about the Company is available at www.timhortons.com. Follow Tim Hortons on Twitter: www.twitter.com/timhortons or www.twitter.com/timhortonsUS

Image with caption: "Tim Hortons announced today it will pilot a new Dark Roast coffee blend in two test markets. The new Tim Hortons Dark Roast coffee is available at participating Tim Hortons locations in Columbus, Ohio starting today and will be available at participating Tim Hortons restaurants in London, Ontario, starting November 4 (CNW Group/Tim Hortons)". Image available at: http://photos.newswire.ca/images/download/20131028_C7552_PHOTO_EN_32627.jpg

SOURCE: Tim Hortons

For further information or to arrange an interview, please contact:

Alexandra Cygal
Senior Manager, Public Affairs
Tim Hortons
[email protected]
905-339-5960