perfectly uncomplicated lattes

Tim Hortons just opened a fake cafe in Toronto

What at first appeared to be a new addition to the many indie cafes that line Queen West turns out to have been a cleverly crafted publicity stunt put together by Tim Hortons, centred around the one thing Instagrammers and Torontonians alike can’t get enough of: the simple latte.

Apparently called Perfectly Uncomplicated Lattes, a minimalistic white storefront at Queen and Bathurst advertises itself on Facebook with this poetic credo: “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.’”

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These sound like the words of a hip new concept cafe, but don’t be fooled: it’s all a witty ploy by the multinational chain to show how their product stands up to the curated artisanal offerings metropolitans pride themselves on enjoying.

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The cafe is open at 634 Queen St. West from 7 a.m. to 7 p.m.

Lead photo by

yyzgirl


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