Jingjing Ma
Mar 11, 2019

What chance does Tim Hortons have in China?

Given China’s crowded and innovative coffee and quick-serve food market, we asked branding consultants what the Canadian coffee and quick-serve food outlet should think about as it enters the mainland.

Tim Hortons opened in Shanghai on 27 February (Source: Wang Gang / ImagineChina, AFP)

To succeed in the already crowded Chinese coffee market, Tim Hortons will need to localize its approach, focus on offering premium experiences, cater to new consumption habits like delivery service and creatively interact with its consumers. 

That’s the tall order put forward by branding experts following the opening of the Canadian brand’s restaurant in Shanghai on 26 Februarythe first of a planned 1,500 locations that it hopes to open over the next 10...

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