Tim Hortons coffee cup upsizing

Inside the Tim Hortons coffee cup upsizing

The new, extra large Tim Hortons’ coffee cup holds 24 liquid ounces, big enough to accommodate two whole cans of Coke. Big enough for 16 shots of vodka or a bottle of wine, minus a glug or two. Big enough for 99.9% of your daily coffee allowance, according to Health Canada. In short: big enough.

But what the average Tims consumer might not know is the myriad of business, psychological and cultural issues that have gone into this 19-cent change.