This is not an April Fool’s Day joke. Tim Hortons just pulled the ultimate prank on latte connoisseurs and while some Torontonians are excited, many aren’t too happy about it.
ICYMI: A new Insta-worthy café popped up on Queen Street West in the beginning of April. We’re talking clean, minimalist interior design with white chairs, wooden coffee tables and succulent plants. Aside from the lack of #latteart, it’s pretty much an Instagram foodie’s dream shoot location.
But what was thought to be a new addition to a growing list of indie cafes sprouting all over the GTA was actually just a publicity stunt by Canada’s very own Tim Hortons for its new and improved latte launch. The made-to-order beverage comes in one size only and contains two ingredients: freshly ground premium 100 per cent Arabica espresso beans and freshly steamed Canadian milk. Proving its latte is premium (while showing everyone is a sucker for minimalist packaging), the coffee giant and Rhoddy Marketing Group teamed up to launch this ingenious project called Perfectly Uncomplicated Lattes.
Plastered on the pop-up’s wall reads the café’s motto: “The perfect latte. It’s perfectly uncomplicated. It’s freshly ground premium espresso beans. It’s steamed 100% Canadian milk. It’s one size. And an affordable price. Just say, ‘Latte.'”
But like we said, the faux café brought in plenty of mixed feelings.
However, this wasn’t a mean ploy to prove a point. According to the Timmies Facebook page, all proceeds will be donated to the Tim Horton Children’s Foundation. PLUS, we hear they are handing out free lattes until 7p.m. on April 19 to those who #JustSayLatte. So what are you waiting for? Stop by the pop-up shop at 634 Queen St W. today (or at least before it closes on April 26).
Tim Hortons new lattes will be available across Canada as of April 26th for $2.99.
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