The Tim Hortons Boutique Café is a concept that tests “Canada’s iconic coffee and doughnut chain” in the narrative of the luxury market. While the traditional expression of the company has been reserved for what the National Observer has deemed the “Average Joe,” Tim Hortons is leaving this image behind to test a location that might offer mouth-watering and elevated goods at higher prices.
The Tim Hortons Boutique Café is an example of a luxury-forward concept that seeks to reimagine the company’s brand. The first flagship location is open in the First Canadian Place in Toronto’s financial district. It boasts special features like “espresso machines and single-origin beans, […] Aeropress, manual pour-over,” as well as expertly crafted doughnuts and other desserts.
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