Canadian coffee chain Tim Hortons is sharpening its focus on operational control in South Korea as it moves to more than double its store footprint to 50 outlets this year, positioning localisation as a key lever for growth in a crowded coffee market.
The brand currently operates 24 stores, largely concentrated in Seoul and nearby metropolitan areas.
The company said at a press conference held at its Shinnonhyeon outlet in southern Seoul that the expansion will add 26 new stores, including a flagship “signature store” with a larger floor space and an expanded food offering.
An Tae Yeol, chief brand officer of BKR, shared at the press conference that Tim Hortons will focus on company-operated stores this year as it navigates South Korea’s highly competitive coffee market. Franchising is expected to begin next year with a limited number of partners.
