Tim Hortons to double Korea outlets on localization push

Canadian coffee chain Tim Hortons said Wednesday it will more than double the number of its outlets in Korea to 50 this year, focusing on localization to grow in Asia's fourth-largest economy. Tim Hortons currently operates 24 outlets in Seoul and nearby metropolitan areas after entering the Korean market in December 2023. One of the planned 26 new outlets will be a signature store featuring a significantly expanded menu and larger space, the company said. "Over the past two years, we have identified areas for improvement to better meet the high expectations of Korean consumers," An Tae-yeol, chief brand officer (CBO) of BKR, the operator of Tim Hortons in Korea, said at a press conference. "Starting this year, we will offer customers fresh, high-quality products prepared at Tim's Kitchen," he said. In Korea, Tim Hortons is operated by BKR, which also runs Burger King outlets. To cater to trend-sensitive Korean consumers, the company plans to diversify store formats and develop new menu items beyond its existing coffee and doughnut lineup to include bakery products and desserts, An said. BaWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times