As Canadians, we’re no strangers to the prospect of change.
Quebec’s been on the verge of separation.
In 2012, we ditched the penny.
Even the lyrics of our national anthem are being debated now.
But as of today, we’re facing a shift of unparalleled proportion: Tim Horton’s is testing a new single-origin coffee.
Sourced from Cauca, Colombia, Three Peaks Colombian will be served in five markets to hopefully woo coffee connoisseurs away from its competitors. It will be available in Sudbury and North Bay, Ontario, Saint John and Moncton, N.B, and Abitibi, Quebec over the next eight weeks.
Perhaps cognisant of their traditional coffee’s inferiority, a blend of beans from several sources in different countries, Tim Horton’s introduced a dark roast option last year to appeal to millenials’ refined taste in java and growing popularity of indie shops. (The irony being that dark roast is not what aficionados are usually after.)
But we’re not convinced the core of Tim Horton’s drinkers will swoon over the change, which is why we’re a little baffled about their choice of test markets.
Here’s the thing: die-hard Tim’s drinkers don’t necessarily love the coffee because it’s the best. Or even good. They love it precisely because it’s Tim Horton’s, which is to say cheap, convenient, and literally in their blood – though maybe we should rethink its status as a national beacon of greatness. Holding a cup of Tim’s is as much a status symbol for them as parading a venti vanilla soy chai latte down the street is for 28-year-old blonde Instagram influencers.
We doubt Sudbury is a hotbed for coffee connoisseurs. No disrespect.
And if you’re just going to pollute your cup with a double dose of sugar and milk (it’s a fact the double double is Tim’s bestseller), does the flavour of beans even matter?
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