Tim Hortons is trying its hand at pizza.
The coffee chain is rolling out four flatbread offerings after a two-year pilot run at locations in Calgary, Winnipeg, and the Greater Toronto Area.
Tim Hortons’ new flatbread pizza options include cheese, pepperoni, “bacon everything,” and chicken parmesan.
After having success with attracting new customers during mid-day lunches with their introduction of bowls and wraps, Tim Horton’ wants to continue expanding the brand past the traditional breakfast, donut and coffee location, the company said.
The move will add flatbread pizzas into their current non-breakfast menu of panzerottis, wraps, chicken strips and other sandwiches.
“We started mapping out where we should go over many years, so not to rush it, but to really think about where we can stretch the brand a little in the afternoon beyond what people expect of Tims today,” Hope Begozzi, Tim Horton’s chief marketing officer said in an interview with the Canadian Press.
In 2018 the restaurant launched a “Breakfast Anytime” initiative which was designed to cut into the afternoon market by making their breakfast sandwiches and hashbrowns available throughout the day.
One Toronto pizzeria didn’t seem too threatened by Tim Hortons’ expansion.
“They say imitation is the highest form of flattery. I see on the news today that Tim Hortons is introducing flatbread pizza. Not sure it can compete with ours,” Bistro on Avenue wrote on X.