– Company launches first province-wide pilot of new Dark Roast coffee in Quebec –
OAKVILLE, ON – June 30, 2014 – Today, for the first time in the company’s 50-year history, Quebec coffee lovers have a new blend to choose from as Tim Hortons launches its new Dark Roast coffee in Quebec. As the first province-wide pilot market in Canada, Tim Hortons restaurants in La belle province will now serve the new Dark Roast coffee in addition to the company’s Original blend. The launch is a continuation of the Dark Roast test pilot which began in October 2013 in London, ON and Columbus, OH.
“There is no doubt that Quebecers are coffee connoisseurs, with 64% per cent who drink coffee every day*. Our research shows that Quebec coffee drinkers have an affinity toward darker roasts, making Quebec the ideal market in which to extend the pilot of our Dark Roast blend,” said Roland Walton, President, Tim Hortons Canada. “We feel that this blend is really going to resonate with our guests here.”
Sourced from the world’s most renowned coffee regions, Tim Hortons Dark Roast is a brand new premium blend made from 100 per cent Arabica beans. 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.
Beginning today, guests looking for a darker blend can now enjoy Tim Hortons new Dark Roast coffee at restaurants across Quebec for the same price as Tim Hortons Original coffee blend.
“We know that coffee drinkers enjoy variety when it comes to their coffee, with many having enjoyed a dark roast in the past month. We have been working on our new Tim Hortons Dark Roast for a while and we know we have a great tasting coffee that we’re confident our Quebec guests will enjoy,” added Walton.
Tim Hortons Inc. Overview
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, 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 March 30, 2014, Tim Hortons had 4,524 systemwide restaurants, including 3,610 in Canada, 870 in the United States and 44 in the Gulf Cooperation Council. More information about the Company is available at www.timhortons.com.
*Coffee Association of Canada, 2013 Canadian Coffee Drinking Study
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