Tim Hortons opened an undercover latte shop

TORONTO — A boutique coffee shop pop up has been revealed as a clever marketing strategy to help Tim Hortons release a new beverage.

On April 5, Perfectly Uncomplicated Lattes opened on Queen Street West near Bathurst Street in Toronto. The coffee shop opened selling only lattes, available in a single size. Perfectly Uncomplicated Lattes billed itself as serving the perfect latte, comprised of Canadian steamed milk and freshly ground premium espresso beans.

After two weeks in business, Perfectly Uncomplicated Lattes announced the business is not what it seemed.

“Surprise, Toronto! Tim Hortons was behind Perfectly Uncomplicated Lattes all along,” the store posted on its Facebook page.

The lattes served at the shop were, in fact, a new beverage released by Tim Hortons nationwide. According to Tim Hortons, the perfectly uncomplicated latte is their answer to “a world of long-winded overwhelming” coffee orders.

"We are proud to have been brewing Canada's favourite coffee for more than 50 years, so naturally our team was in pursuit of excellence when it came to delivering the perfect latte to our guests," said Tim Hortons Canada president Sami Siddiqui. "Our latte is perfectly uncomplicated — it's easy to order and hand-crafted with two simple ingredients. We are confident that our Guests across the country will love Canada's new favourite latte."

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Tim Hortons and its franchisees have equipped more than 3,500 restaurants across Canada with new espresso machines that brew the same lattes available at the Queen West pop up.

"With our state-of-the-art machine, guests stopping in at their local Tims will be welcomed with the sounds and smells of espresso beans being freshly ground, as they watch the milk being steamed and taste the freshness in every cup,” said Kevin West, head of coffee operations at Tim Hortons.

Perfectly Uncomplicated Lattes will remain open until April 26, with all proceeds from the sale of lattes is going towards the Tim Horton Children's Foundation.