Tim Horton launches new dark roast as part of chain’s plan to get back to basics
Tim Hortons is hoping the third time’s a charm as it rolls out its latest iteration of a dark roast coffee this week, a key part of the chain’s back-to-basics plan that will focus on its core offerings of coffee, doughnuts and breakfast in 2021. It’s a strategy industry watchers say will help Tim Hortons shore up its existing market share while potentially attracting new customers in the increasingly competitive realm of grab-and-go breakfast. The fast-food eatery is also overhauling its breakfast sandwich by adding fresh eggs and naturally smoked bacon, while promising to remove artificial colours, flavours and preservatives from all its menu items by the end of the year. Yet observers say perfecting the dark roast coffee is the most important part of the chain’s menu improvements.