Tim Hortons, the major Canadian QSR player and household name north-of-the-border, made a major move in the U.S. coffee wars in July 2009, transforming 12 of its competitor's Manhattan locations into Tim Hortons over the course of one weekend. Tim Hortons enlisted Coltrin & Associates to establish brand presence in the extremely competitive U.S. coffee market through the announcement of the company's New York City expansion.