Positioning, Interior Design
Returning to Hometown, Canada.
Since 1964, Tim Hortons has delivered something that most fast food chains can only dream of: genuine, human warmth. From their friendly staff to their beloved Toronto Maple Leafs founder, Tim Hortons has always been fundamentally for and by Canada. They never tried to be different — they simply were. And Canadians loved them for it. But, with the rising tide of third wave coffee and proliferation of coffee to go, Tim’s found themselves losing market share in a battle between quality and efficiency. At the same time, the brand had its sights set on global expansion, and needed to capture their signature quirk with a new store design before bringing the best of Canada to the rest of the world.
In creating the new store design, we needed to pay homage to this legacy, while also creating a space that would allow Tim’s to compete on the international fast-café stage.
Welcome to Hometown, Canada. The concept imagines a small, cozy town, familiar to so many Canadians, where shopkeepers and business-owners are friends and neighbors. The design takes a step away from stereotypical Canadian memorabilia and towards more subtle, authentic references to the Canadian way of life, with nods to the trading posts that once nourished and supported the frontier communities, and moments inspired by the customs and culture around “shinny,” or pick-up hockey. For the rest of the world, the space offers an introduction and invitation to the best that Canada has to offer: a big smile, a warm hug, and donuts.
Tim Horton’s needed a new, scaleable store design that captured their signature quirk before bringing the best of Canada to the rest of the world.
We created a signature entry experience infused with moments of casual hospitality, conveying a warm, Canadian ‘welcome’ from the point of first approach.
We then developed a kit-of-parts design scheme optimized for scale, identifying the fixed and flexible elements of the master store concept to allow for adaptability across a diverse portfolio.
Localized Furniture & Fixtures