Tim Hortons unveils a darker, richer Dark Roast
Inspired by guest feedback, Tim Hortons is introducing a darker, richer Dark Roast coffee. The darker roast, which began rolling out earlier this month, is now available in restaurants across Canada. Launched in 2014, Dark Roast was the first introduction of a new blend to Tim Hortons in over 50 years.
“Our Dark Roast has come back stronger, and we encourage our guests to come and taste the difference for themselves,” said Sami Siddiqui, president Tim Hortons Canada. “We are confident that current Dark Roast drinkers and new guests alike will enjoy our darker, richer roast.”
The Dark Roast blend features premium 100 per cent Arabica beans, sourced from leading coffee regions from around the world.
“This darker blend features subtle hints of cocoa and earthy tones,” said Kevin West, Head of Coffee Operations for Tim Hortons, “The beans are roasted longer to deliver a darker, richer taste with a delightfully smooth finish.”
Tim Hortons is supporting the “Darker” Roast introduction with a new campaign. According to the company, Canadians across the country will play an important role in the launch. Throughout the campaign, Tim Hortons will feature real feedback from guests and invite them to give the Dark Roast a try. Tim Hortons will promote select tweets in its TV commercial that will be updated throughout the campaign. For a limited time, select tweets also have the chance to appear in a #TimsDark digital billboard advertisement at Yonge and Dundas Square, in Toronto, Ontario.
Guests are invited to share their feedback on social media (with the chance to be featured in the TV campaign) by using hashtag #TimsDark via the following channels: Twitter (@TimHortons), Facebook (facebook.com/TimHortons) and Instagram (@TimHortons). For more information on the new Darker Roast, visit: www.TimsDark.com