Tim Hortons is feeling the heat from competitors like McDonald’s and Starbucks, and now the chain is fighting back by going over to the dark side.
Dark roast, that is. The Oakville, Ont.-based company announced Monday it will be launching a dark roast coffee blend in two test markets: Columbus, Ohio, and London, Ont.
"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,” Dave McKay, vice president of beverages at Tim Hortons, said in a statement.
The dark roast coffee will be available in Timmies locations in Columbus starting Monday and in London as of Monday, Nov. 4.
McKay said the company wants to test the product “to gauge our guests' reactions and gain operations learnings before deciding on next steps,” suggesting a final decision on stocking dark roast hasn’t been made.
Tim Hortons has been under pressure from competitors like McDonald’s who have stepped up their efforts to capture some of the coffee-drinker market. McDonald’s now serves coffee through its McCafe brand, and often offers discounted prices on it.
Tim Hortons has been struggling to make a name for itself in the U.S., despite its overwhelming success north of the border.
Some analysts say the company has little room for expansion in Canada and needs to find new markets to grow revenue, though the company itself says there is still room for hundreds of new Canadian locations.
Earlier on HuffPost:
When The Icing Comes Off Your Boston Cream
When A Variety Pack Is Basically All Plain
Having To Dig For All The Good Timbits At The Bottom Of A Snack Pack...
Or Fight Over The Last One
Ordering A Double Double And Getting A Regular
When They Don't Have The Doughnuts You Like
Chocolate with toasted coconut? Strawberry-filled with white frosting? Good luck with that.
And Sometimes You Get Stuck With The Stale Ones
Uggghhhhhhh The Lineups Get So Long
Heck, Even THIS GUY Thinks So
<a href="http://www.huffingtonpost.ca/2013/09/17/tim-hortons-ceo-us-growth_n_3941673.html" target="_blank">Tim Hortons CEO Marc Caira admits Timmie Hos lineups are too long</a>. Coooooome on vending machines!
<a href="http://www.huffingtonpost.ca/2013/08/14/tim-hortons-lids-letter-photo_n_3757416.html" target="_blank">Arg!!!</a>
(Although There Are Some Easy Fixes To That Tims Problem)
Try folding the flap down. Timmies also <a href="http://www.huffingtonpost.ca/2013/08/21/tim-hortons-lids-letter_n_3790819.html" target="_blank">suggests asking for one of the specialty drink lids</a>.
When All That's Left Of The Iced Capp Is Ice
You basically need a spoon to eat it.
Having To Ask For A Bagel To Be Double-Toasted To Get It Just Right
Even then, sometimes it's <em>still </em>not toasted… or it's burnt around the edges.
The Powder From Powdered Doughnuts Is Impossible To Get Off Your Clothes
Smile Cookies Aren't Always So Smiley
(But They're Still Tooootally Worth It)
The proceeds <a href="http://www.timhortons.com/ca/en/difference/smile-cookies.html" target="_blank">go to local charities, hospitals and community programs across Canada</a>.
When There's Too Little Cream Cheese...
Or WAY too much.
It Sucks When You Haven't Won Roll Up The Rim In A While...
Or When You Throw Out The Cup By Accident
Or When They Don't Give You A Roll Up The Rim Cup At All
When An Extra Large Just Doesn't Do The Trick
OK, Tims Has Its Problems. But No Matter How Many There Are...
We Just Can't Give It Up
Seriously, Timbits Are Basically Happiness In Dough Form
And The Coffee Is Pretty Decent
Although not everyone agrees.
And Some Employees Really Make Your Day
Timmies For Life
MORE: Canadian First-World Problems
First Day Of Spring Finally Arrives... Snowstorm hits.
Just Got Netflix... U.S. Selection Is WAY Better.
Rogers Or Bell... Take Your Pick.
When I Travel Abroad, Locals Think I’m American.
When I Type '?,' It Comes Out As 'É'
Watched The Super Bowl... Didn't See The Good Ads.
Loonie Is At Par With U.S. Dollar... Prices Aren’t Adjusted.
Uses Canadian Spelling... Gets Corrected By U.S. Spell-Checker.
Forget Shipping Fees... Seller Won’t Even Ship To Canada
Goes To Buy A Chocolate Bar... They're Out Of Coffee Crisp.
Asks For A Double-Double... U.S. Cashier Doesn't Understand.
Tried To Watch Video Online... Geoblocked!
Paid $1.98 Charge With A Toonie... Got No Change.
Site Asks For ZIP Code And State... What, No Postal Codes?
Next: Most 'Canadian' Slang
<strong>WHAT IT MEANS:</strong> A Double Double refers to a coffee (often from Tim Hortons) with two creams and two sugars. <strong>IN A SENTENCE:</strong> "Yes, hi, I'd like to order a Double Double."
<strong>WHAT IT MEANS:</strong> When food, however unappealing it is, is all you <a href="http://www.huffingtonpost.ca/2013/05/10/newfoundland-tourism-video-gutfoundered_n_3254578.html" target="_blank">crave at the end of the day. Or, you're just very hungry.</a> <strong>IN A SENTENCE:</strong> “Your mind wanders when it’s gut-foundered. Is it going to be take-out? Is it going to be pizza?”
<strong>WHAT IT MEANS:</strong>Shit-Kickers are nicknames for cowboy boots. Hee Haw! <strong>IN A SENTENCE:</strong> "I can't go to the Calgary Stampede without my shit-kickers."
<strong>WHAT IT MEANS:</strong> Something that is in a diagonal direction from something else. <strong>IN A SENTENCE:</strong> "The grocery store is kitty-corner to the school."
<strong>WHAT IT MEANS:</strong> A warm wind that blows east over the Canadian Rockies, warming up Calgary in the winter. <strong>IN A SENTENCE:</strong> "This chinook is giving me a headache."
<strong>WHAT IT MEANS:</strong> A slang term for cigarettes <strong>IN A SENTENCE:</strong> "Get your darts out."
<strong>WHAT IT MEANS:</strong> Stagette is another name for bachelorette party. <strong>IN A SENTENCE:</strong> "Are you heading out to that stagette this weekend? There's going to be a stripper."
<strong>WHAT IT MEANS:</strong> Cowtown is a nickname for Calgary. <strong>IN A SENTENCE:</strong> "I've been living in Cowtown my entire life."