Julia Hemphill is just the kind of customer that Tim Hortons would love to see more of: a professional, urban millennial.

But she admits shesa国际传媒檚 not one to go out of her way to visit the chain, noting her coffee purchases are largely driven by convenience: sa国际传媒淚f I pass a Tim Hortons, I pass a Tim Hortons. If theresa国际传媒檚 a lineup I wonsa国际传媒檛 go there. If there isnsa国际传媒檛, I will.sa国际传媒�

Still, the 39-year-old and her three companions joined throngs of curious customers who lined up at the brandsa国际传媒檚 much-touted sa国际传媒渋nnovation cafesa国际传媒� this week to sample a line of specialty drinks and doughnuts more typically seen at higher-end eateries.

Hemphill ordered the nitro coffee sa国际传媒� sa国际传媒滻tsa国际传媒檚 actually shockingly good,sa国际传媒� she says sa国际传媒� and approved of the modern decor of faux-marble tabletops, walnut wood accents and velvet bench seating.

sa国际传媒淚t had kind of stagnated before. Itsa国际传媒檚 nice to see it new,sa国际传媒� says Hemphill.

But while she would return for the menu, the coffee shop is not likely to become her hangout spot.

Hemphill, at the older end of the millennial cohort, says shesa国际传媒檚 more likely to meet friends for a cocktail than a coffee, which she generally brings back to her desk: sa国际传媒淐offee is work.sa国际传媒�

Such ambivalence is the reason Tims and many other quick-service restaurants are rethinking how to reach millennial and Gen Z diners, say experts who point to similarly minded overhauls at McDonaldsa国际传媒檚, Boston Pizza and Panera Bread.

The coffee chainsa国际传媒檚 experiment is billed as sa国际传媒渁 modern interpretation of the Tim Hortons brand.sa国际传媒� Its 12 sa国际传媒淒ream Donutsa国际传媒� flavours include maple bacon, blueberry hibiscus, hazelnut butter cream and a brown butter and sea salt variety, each selling for $1.99 sa国际传媒� roughly double the cost of regular flavours.

Timssa国际传媒� global marketing chief acknowledges the storesa国际传媒檚 clean design and Instagram-ready treats are tailored to young, urban professionals: sa国际传媒淭hey look for a store like this, they look for a design like this,sa国际传媒� says Axel Schwan.

However, he insists the rest of the chainsa国际传媒檚 tried-and-true drip coffee and Timbits are not going anywhere: sa国际传媒淥ur target group is Canada.sa国际传媒�

The specialty treats and premium sandwiches are only available at the King Street store, as are seven different brewing methods that include single-origin pour overs and cold brews. If theysa国际传媒檙e a hit with customers, they could be rolled out to other restaurants, says Schwan.

The tactic also allows Tim Hortons to test how far they can stretch a brand known for no-frills products with prices to match.

The quick-service market in general has been shifting upscale for a while now, leaving room for Tims to test more expensive items at prices that can still be considered relatively low, says food service industry expert Vince Sgabellone.

sa国际传媒淪tarbucks (is) already arguably one of the more expensive beverage locations and then they came out with their sa国际传媒榬eservesa国际传媒� brand which is even more expensive sa国际传媒� I had a $9 coffee there not too long ago,sa国际传媒� says Sgabellone, of the NPD Group.

sa国际传媒淭heresa国际传媒檚 room for that premiumization. People are willing to spend a little more in quick service as long as they get the quality and the service that they expect with the premium pricing.sa国际传媒�

Timssa国际传媒� sa国际传媒渋nnovation cafesa国际传媒� is clearly not about pleasing regular customers, but about luring people who otherwise donsa国际传媒檛 go to a traditional Tim Hortons, he adds.

Much like the urban-focused McCafe from McDonaldsa国际传媒檚, the Tim Hortons experiment edges the brand towards the sa国际传媒渇ast casualsa国际传媒� tier, in which premium-quality food comes with fast-food service and better value, says Sgabellone.

This segment of the market is growing at about eight per cent, whereas quick-service restaurants as a whole are only growing at about two-to-three per cent, Sgabellone says.

Brand expert Susan Weaver adds that customers are increasingly sa国际传媒渢rading downsa国际传媒� from full service, mid-tier eateries to these quick-service outlets as they seek better value for their dollar.

She points to upscale food courts that have reinvented mall food, as well as the McCafes, which each feature unique menus and artisan sandwiches.

Millennials are an especially sought-after market because of their size, their larger disposable income, tendency to eat out more and desire for convenience, says Weaver, managing director of Pearl Strategy & Innovation Design Inc.

But they are fickle, she adds.

This younger group wants customizable drinks, in-store technology such as charging stations, eco-friendly packaging and the ability to see their food being assembled and their drinks being made sa国际传媒� all features of the new Tim Hortonssa国际传媒� venture.

The problem for Tim Hortons, she argues, is that itsa国际传媒檚 beloved by Boomers and regarded as sa国际传媒測our parentssa国际传媒� brand.sa国际传媒�

And the fact that sa国际传媒淭im Hortons makes probably 80 per cent of their profits from hot coffee and millennials do not drink that,sa国际传媒� says Weaver, whose Oakville, Ont., company has worked with Tim Hortons on their lunch menu in the past.

sa国际传媒淲esa国际传媒檝e done a lot of work for Tim Hortons and we always said to them: sa国际传媒榊ou might have to rebrand if you want to get to (millennials).sa国际传媒檚a国际传媒�

She mused on the possibility thatsa国际传媒檚 the future of Timssa国际传媒� innovation cafe, suggesting the brand should expand the concept as a separate offering for millennials in every big urban city.

Sgabellone also wouldnsa国际传媒檛 be surprised if the experiment evolves into sa国际传媒渁 small niche sub-brand of theirs.sa国际传媒�

sa国际传媒淭heysa国际传媒檙e stating right off the front itsa国际传媒檚 a one-off, but like with any brand, if itsa国际传媒檚 a success theysa国际传媒檙e going to make it a two-off and a six-off and theysa国际传媒檒l be opening more.sa国际传媒�

Cassandra Szklarski, The Canadian Press