Canadian coffee chain Tim Hortons announced on January 28 that it will more than double its South Korean outlets to 50 this year through a localization strategy. The expansion includes 26 new stores, one of which will be a signature outlet with an expanded menu and larger space. An Tae-yeol, chief brand officer of operator BKR, highlighted efforts to meet high Korean consumer expectations.
Canadian coffee chain Tim Hortons, which entered the South Korean market in December 2023, currently operates 24 outlets in Seoul and nearby metropolitan areas. At a press conference held at its Shinnonhyeon outlet in Seoul on January 28, An Tae-yeol, chief brand officer (CBO) of BKR—the operator of Tim Hortons in Korea—stated, "Over the past two years, we have identified areas for improvement to better meet the high expectations of Korean consumers." He added, "Starting this year, we will offer customers fresh, high-quality products prepared at Tim's Kitchen."
BKR, which also runs Burger King outlets in Korea, oversees Tim Hortons' operations. To appeal to trend-sensitive Korean consumers, the company plans to diversify store formats and introduce new menu items beyond its traditional coffee and doughnut offerings, including bakery products and desserts. Based on this localization strategy, Tim Hortons aims to expand to 160 outlets nationwide by 2028.
The chain faced a setback in June 2025 when it closed its Cheongna outlet in Incheon, west of Seoul, due to declining profitability. Amid fierce competition in the Korean coffee market, Tim Hortons will focus on company-operated stores this year without pursuing franchising. An noted, "In 2027, Tim Hortons plans to sign agreements with a limited number of franchisees to begin its franchise business."
This expansion underscores Tim Hortons' push for growth in Asia's fourth-largest economy through tailored localization efforts.
