Tim Hortons will soon be offering a new blend of dark roast coffee. The change is part of a pilot program that’s aimed at luring customers from competitors, reports The Globe and Mail.

It adds the new blend is available at some locations in Ohio, and will be introduced in London, Ont. starting November 4, 2013.

This move follows September reports that everything from the chain’s coffee cup sizes to its doughnut selection are now under the microscope. That’s because the company’s new CEO, Marc Caira, has begun a widespread review of operations.

He’s looking for ways to boost the reputation of the iconic company. He also wants to improve how customers feel about their experience at the counter, which he calls “the moment of truth” for any quick-service restaurant.

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Before he joined Tim Horton’s, Caira held various executive roles at Nestle’s global operations. In the nearly three months since he started at Tim Hortons, he’s travelled to more than 20 cities across Canada to talk with franchisees. He’s also been catching up on how the 49-year-old company has evolved.

His challenge is a tough one; Tim Hortons has faced an onslaught of competition from coffee chains like Starbucks and fast food restaurants like McDonalds, who have offered deep discounts to their customers along with loyalty programs.

While Tim Hortons still dominates Canada’s coffee market, the company has weathered uneven same-store sales growth this year, and expects to fall short of its target ranges.

Overall same-store sales, a retail industry barometer, have improved somewhat, rising 1.5% in the second quarter. Yet the numbers suggest that fewer customers are coming through the doors and overall they’re spending less money.

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A study from the NPD research group found the chain’s share of the $4.6-billion coffee chain market fell to about 76% in May, a decline of about 2% since McDonalds launched its McCafe offerings.

“Future battles are not going to be won, in my view, with who has the best strategy or who has the best innovation,” says Caira. “The companies that will win will be the companies that can execute flawlessly at the store level.”

Upcoming changes will likely involve simplifying the company’s menu, which at this point includes a rotating selection of more than 60 types of doughnuts, and five different coffee cup sizes.

Caira says the menu must define the company rather then reflect the menu of competitors. Tim Hortons products may also end up in vending machines, and agreements are in the works to take the brand outside of the restaurant.

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These plans aren’t public, but Caira wants to unveil a new strategic plan before the end of the year.

Activist investors have been pushing for the company to make major changes to its U.S. expansion plans as well.

Edward Jones analyst Bobby Hagedorn says he is confident Tim Hortons has a strong enough reputation in Canada to overcome any short-term economic challenges or attempts by other companies to trample its market share.

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“Despite what we would consider a very tough operating environment, we do think these guys have the locations, customer loyalty and the brand that allows them to succeed in that environment,” he said in a phone interview with CP.