So much so that a location in L'Île-Perrot, Que. was totally covered in black and the lights turned out, leading curious customers into the dark in an effort to maximize their sense of taste.
Staff wore night-vision goggles to gauge customers' reactions as they stumbled their way to the till, where they were carefully handed a cup of the chain's new blend before the lights were turned on once more.
All of them liked the taste, but we can't be sure whether they were just relieved to see light again.
Tim Hortons rolled out the new blend last Friday in an effort to satisfy customers' "evolving tastes."
This is the first time the restaurant has introduced a new coffee brew.
"The new blend offers hints of citrus, cocoa and earthy tones with a rounded body," the company said in a news release last week.
The video, which had almost 1 million views on Tuesday, may help boost sales for its new menu item, but we say the proof is in the coffee.
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