Tim Hortons doesn’t feel Canadians are worthy guinea pigs.
That is the message the giant Canadian conglomerate sent to crazy Canuck coffee drinkers when it decided to begin testing a new coffee blend at approximately 80 locations in Columbus, Ohio earlier this week.
It’s the first time in nearly half a century 49 years to be exact that Tim Hortons has decided to test a new coffee blend on the public.
The dark roast, which is expected to complement the quick-serving restaurant chain’s medium-roast blend, isn’t even available in Canada right now. That won’t happen until Nov. 4, when about 70 locations in London, Ont., will have the first kick at the dark-roasted coffee can.
Since moving to Moose Jaw almost three months ago, I’ve only had Tim Hortons coffee two or three times. That’s only because I have to go out of my way on my commute to and from the Times-Herald just to have a sip of their joe.
Regardless, if I were to grade Tim Hortons’ medium roast I’d probably give it a B. It’s average taste is boosted by its lower price, as compared to Starbucks.
But as a continuous coffee connoisseur and off-and-on Tim Hortons patriot, I’d like to try my taste buds at the dark roast.
London is a traditional experimental tasting ground, but why doesn’t Tim Hortons expand the initial sipping of the dark roast across the country?
There are, after all, Tim Hortons drinkers across Canada. But that’s a minor detail.
I’m a Canadian and I know that Tim Hortons has invested the vast majority of their money into building franchises across the Great White North – roughly 80 per cent of locations are in Canada. So why did Americans get the chance to try a new blend of my country’s nationally recognized coffee brand before me?
I don’t know, but it boggles my mind and frustrates me.
I see why an American centre like Columbus was chosen as the introductory market to the new blend – though I disagree with it.
After all, it’s all about pushing the brand into non-traditional markets. And when it comes to Tim Hortons, any place outside of Canada is a non-traditional hub.
Sour grapes or not, in my opinion Tim Hortons spilled too much coffee on their Canadian consumers, and this passed by guinea pig wants an explanation.
Nathan Liewicki can be reached at 306-691-1256 or follow him on Twitter @liewicks