What at first appeared to be a new addition to the many indie cafes that line Queen West turns out to have been a cleverly crafted publicity stunt put together by Tim Hortons, centred around the one thing Instagrammers and Torontonians alike can’t get enough of: the simple latte.

Apparently called Perfectly Uncomplicated Lattes, a minimalistic white storefront at Queen and Bathurst advertises itself on Facebook with this poetic credo: “The perfect latte. It’s perfectly uncomplicated. It's freshly ground premium espresso beans. It’s steamed 100% Canadian milk. It’s one size. And an affordable price. Just say, ‘Latte.’”

A post shared by kk. (@kimeleykan) on Apr 5, 2017 at 2:44pm PDT

These sound like the words of a hip new concept cafe, but don’t be fooled: it’s all a witty ploy by the multinational chain to show how their product stands up to the curated artisanal offerings metropolitans pride themselves on enjoying.

A post shared by daveau16 (@davisurdaneta) on Apr 8, 2017 at 1:45pm PDT

The cafe is open at 634 Queen St. West from 7 a.m. to 7 p.m.