Horton’s Espresso

Mar 19, 2012



Coffee Expansion

Monster used to reside in one of the furthest flung corners of Canada… and he recounts the story of a colleague who would, at any hour of the day or night, literally up and off from his position in front of the telly, to get a cup of Tim Horton’s coffee, made in a Horton’s cafe!

At home Horton’s soluble just wasn’t the same… now that is brand loyalty…!! So I was interested to hear that the 3000 unit strong Tim Horton’s ( which claims 80% of the poured or wet coffee market in Canada) is now moving from its Canadian heartland to the UAE

Ok there is an ex pat contingent in this region, but is this enough to support an offer that has for arguments sake failed to really gain critical mass in any European market place?

Here in the Uk, failed launch attempts with SPAR ( an unfortunate and ill advised partnership me thinks) probably haven’t helped…but still how will Tim Horton’s succeed in UAE where it failed in the Uk and elsewhere?

Just earlier this week ‘Cafe2 Go’ stole the headlines in the region with its launch, in Abu Dhabi, of a camel milk option on its menu… and the very clear statement that it was a local company, with a local back story, a local management team and it would tailor a local food and drink offer…so where and how will Horton’s differentiate itself from this offer and the other main stream corporates which are now available at hand with frightening ubiquity?

Focussing on food as well as coffee, as its Chief Operations Officer suggested, may not be the most exhilarating or likely of catalysts to deliver a 120 unit strong chain in five years – which is apparently the target…

Can Guru suggest, that a much more interesting angle would be to promote, profile and extol the good ethical works which Tim Horton’s does in origin….?

Hand in hand with the Neumann Foundation, Horton’s are a key members of a team which eschews FT / RFA and UTZ et al and conducts its own auditable,  targeted ethical activities in origin territory… often with significant economic and social effect…

Imagine the power of this simple and focussed instrument as marketing communication and call to action if linked with corporate social responsibility or some bigger regional concern around education, fresh water or some particular disease?

Such an offer would be fresh, immediate and measurable…so different from the faded shambles which is Fair Trade and the woolly do good-ism that is RFA and Utz

So think on Tim Horton’s – be brave, be bold!!

Aromo are brave and bold! We love ESE espresso pods…. and we don’t care who knows… and we don’t care that many baristas think of ESE pods as the poor man’s choice…perfetto espresso can be part of your busy at home lifestyle if you use the magic that is easy serving espresso!

This article was written by Guru who writes for aromocoffee.co.uk, the UK’s leading online retailer of 44mm E.S.E espresso coffee pods



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