In competing with the upmarket chains of coffee, Tim Hortons focuses on continuously modifying its stores for the attraction of new customer base who show preference for comfortable seating and soft lighting. The customers of Canada are not associating soft lights, arm chairs and espresso with Tim Hortons (Oltean, 2013). However, the upscale fixtures are involved in the recent makeovers of the brand. Along with launching drinks such as mochas and lattes, the company is focused on providing a facelift to its stores for the invitation of customers and increasing their stay at the store. The redesigning is inclusive of a more open kitchen, new layout of the floor, soft lighting, bench seating, and wireless internet connection. This provides an ambience to the customers as they watch their food under process to reach them. While specialty coffee has a considerably small share in the entire market, it is a segment with growth opportunities.
The key belief of the company lies in entering the hearts of customer with relevant and meaningful offering for the reinforcement of continuous leadership in Canada from coffee. The key expectation lies in encouraging the customer to enter the store, sit, and spend significant time instead of just leaving from the drive-thru (Spielmann et al., 2012). The interior has also been designed for the provision of a comfortable environment for the restaurant as Tim Hortons considers ramping its offerings of food. It initiated the launch of hot lasagne casserole in a number of restaurants while offering comfortable food items. It further tested the sale of grilled sandwiches in Panini style.
The restaurant industry has started to experience a paradigm shift in perceiving management goals and providing specific services. By introducing international restaurant and hospitality chains followed by change in customer demand, significant changes have taken place in the practices of management in this sector (Paninchukunnath, 2009). The customers of Tim Hortons in Canada will have the ability of paying for the purchases with the cards of MasterCard as a result of the agreement between Tim Hortons and MasterCard Worldwide. As per the agreement, Tim Hortons will be accepting MasterCard at participating locations of drive thru and counter in Canada. For the limited duration of time, MasterCard will have exclusive acceptance of credit card at Tim Hortons.
The deal focuses on deploying PayPass of MasterCard without the contact of technology. This has been installed in almost 500 Tim Hortons areas with the capability of MasterCard and the locations are being increased continuously (Spielmann and Babin, 2011). Adding this, option of payment provides more flexibility and choice to the customers. Hence, it can be identified as a perfect way for enhancing the experience of customer. MasterCard Canada has started to expand the capability of card payment among different merchants without the traditional acceptance of credit card payment (Abdullah, 2012).