Tim Hortons is showcasing its menu at a New Year press briefing held on Jan. 28 at its Sinnonhyeon Station branch in Gangnam District, Seoul. (Yonhap)
SEOUL, Jan. 28 (Korea Bizwire) – Canadian coffee chain Tim Hortons said Wednesday it will more than double the number of its outlets in South 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.
Tim Hortons is showcasing its food menu at a New Year press briefing held on Jan. 28 at its Sinnonhyeon Station branch in Gangnam District, Seoul. (Yonhap)
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.
Based on its localization strategy, Tim Hortons aims to expand its footprint to 160 outlets nationwide by 2028, he added.
In June 2025, Tim Hortons suffered a setback in its Korean operations after closing its Cheongna outlet in Incheon, west of Seoul, due to declining profitability.
To cope with fierce competition in the Korean coffee market, Tim Hortons plans to focus on company-operated stores this year without pursuing franchising.
“In 2027, Tim Hortons plans to sign agreements with a limited number of franchisees to begin its franchise business,” An said.
(Yonhap)
