Following the launch of the incredibly popular
Dark Roast, Tim Hortons is taking its coffee expertise to a new
level with a limited edition production of Three Peaks Colombian -
an exceptional coffee from Cauca, Colombia.
OAKVILLE, ON, April 1, 2015 /CNW/ - It's the details that
make Tim Hortons Canada's favourite
coffee. From only choosing beans grown at the right altitude, to
roasting and grinding the beans to precise specifications, to
meticulously maintaining each restaurant coffee brewer, Tim Hortons
has taken pride in every detail for more than 50 years. Now, with
an increasing consumer desire to elevate the coffee experience and
explore new flavours, the experts at Tim Hortons have honed in on
the details yet again – this time, with a test market launch of the
brand's first single origin coffee, Three Peaks Colombian – an
exceptional coffee from the renowned growing region of Cauca,
Colombia.
The hugely successful launch of Tim Hortons Dark Roast showed
that Canadians are interested in trying new coffees from Tim
Hortons, with more than 85 million cups of Dark Roast poured since
the chain-wide launch in August 2014.
Following the launch, Tim Hortons not only outpaced industry growth
in the quick-service-restaurant (QSR) brewed coffee category – with
seven per cent in Q4 2014, compared to overall QSR growth of three
per cent in the same period – but drove it. When you exclude Tim
Hortons from the statistic, the overall QSR brewed coffee category
was flat, at zero per cent growth.*
"Our guests, especially millennials, are looking for new
experiences and different tastes, so expanding our coffee portfolio
makes perfect business sense," says David
Clanachan, President and Chief Operating Officer,
Tim Hortons Canada. "Like craft
beer, wine or exotic foods, coffee is increasingly seen as an
affordable adventure, so we feel our new Three Peaks Colombian
coffee will satisfy this increasing appetite for new, different and
exciting flavours."
Tim Hortons limited edition Three Peaks Colombian is a distinct,
medium roast coffee with a hint of caramel and smooth finish. It
originates from the Cauca mountain region in Colombia's Andean Valley, where some of the
country's most fertile land is found. The unique soil, temperature
variation and geography of the region come together to produce a
special coffee bean with higher levels of acidity and very
particular sweet notes. The new coffee will be available starting
today, for eight weeks, in five test markets: Abitibi, Quebec; Saint
John and Moncton, New
Brunswick and Sudbury and
North Bay, Ontario.
While the new limited edition Three Peaks Colombian is
distinctly different from Tim Hortons Dark Roast, Original or Decaf
coffees, the meticulous growing, roasting and brewing process is
consistent across all blends. Tim Hortons has an expert team of
coffee masters who oversee the process from bean to cup to ensure
guests can enjoy the same superior cup of coffee over and over
again. The process starts with ensuring the beans are grown at the
right altitude. From there, the harvesting and sorting of beans,
and the roasting process are also scrutinized, with Tim Hortons
coffee masters tasting more than 225,000 cups of coffee each year
to ensure consistent quality.
The journey to a perfect cup of coffee continues in restaurants,
where the shelf-life of an open pack of coffee is a mere 30 seconds
before oxidation takes place, and where team members replace filter
baskets as soon as the last drop of coffee falls from the brewer to
ensure the coffee does not taste bitter.
"There are literally hundreds of steps that go into making every
single cup of coffee at Tim Hortons, and the new Three Peaks
Colombian is no exception," says Kevin
West, Senior Director, Coffee Operations,Tim Hortons. "Our
singular goal is to make sure our coffee is made to exacting
standards, so that we can deliver a superior, consistent cup every
time. More than 5.3 million Canadians visit Tim Hortons every day,
and that's a privilege we take seriously."
For more information about Tim Hortons coffee expertise, click
here, and join the coffee quality conversation on Twitter or
Instagram using @TimHortons and on Facebook at
Facebook.com/TimHortons.
*The NPD Group, Inc., CREST YE Nov
2014
Tim Hortons® Inc. Overview
Tim
Hortons, part of Restaurant Brands International, is one of
North America's largest restaurant
chains operating in the quick service segment. Founded as a single
location in Canada in 1964, 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 December 28, 2014, Tim Hortons
had 4,671 systemwide restaurants, including 3,729 in Canada, 884 in the
United States and 58 in the Gulf Cooperation Council. More
information about the Company is available at
www.timhortons.com.
About Restaurant Brands International
Restaurant Brands International Inc. is one of the world's largest
quick service restaurant companies with approximately $23 billion in system sales and over 19,000
restaurants in nearly 100 countries and U.S. territories.
Restaurant Brands International owns two of the world's most
prominent and iconic quick service restaurant brands – TIM HORTONS®
and BURGER KING®. These independently operated brands have been
serving their respective guests, franchisees, and communities for
over 50 years. To learn more about Restaurant Brands International,
please visit the Company's website at www.rbi.com.
SOURCE Tim Hortons