Canadian restaurant chain Tim Hortons has opened the first of a new store concept which it plans to progressively convert most domestic stores to during the next four years.

The chain, owned by Restaurant Brands International, has adopted a contemporary design look it has dubbed the ‘Welcome Image’ and is positioning as the biggest upgrade since the company was launched in 1964.

Rolling out the new design across Canada will cost the company and its franchise partners an estimated $700 million (US$543 million) over the four years. There is no word yet on plans for the chain’s international stores, including in the Philippines where it has 11 stores trading already with plans for 24 more in the short term.

The restaurant exteriors will be designed with natural looking, lighter, and more inviting materials, the company said in a statement.

“Inside, restaurants will be decorated with artwork that reflects Tim Hortons values and history – including a commissioned portrait of Tim Horton, a mosaic of iconic brand images and a photo wall that features Tim Hortons unique coffee-sourcing and proprietary blending process. Guests will also enjoy upgraded, open concept seating that fosters the sense of community at the core of the Tim Hortons brand.”

“We want Tim Hortons to always be their home away from home,” said Alex Macedo, president of the Tim Hortons brand.

“We know that Tim Hortons is a fundamental part of Canadian culture and we’ve worked hard with our restaurant owners to ensure we’re delivering exactly what our guests have come to expect from their favourite local coffee shop. Throughout the creative process, we conducted extensive market testing that revealed our new Welcome Image is not only approved, but loved by our guests across the country.”

Tim Hortons has more than 4700 restaurants located in Canada, the United States, and around the world.

Restaurant Brands International also owns Burger King and Popeyes.