“Tim Hortons has arrived in China, joining the high-stakes battle to sell coffee in a massive country that mostly drinks tea.
The Canadian coffee-and-doughnut chain, run by Burger King-owner Restaurant Brands International Inc., plans to focus on “everyday value” as it muscles up against the ambitious plans of local and foreign players such as Starbucks Corp. Its also debuting at a tricky time as a diplomatic row brews between China and Canada (…).
GEOPOLITICAL ISSUES
Besides joining a crowded field that includes Dunkin’ Brands Group Inc., Coca-Cola Co.’s newly acquired Costa Coffee and local startup Luckin Coffee, Tim Hortons faces a slowing Chinese economy and complicated geopolitical situation.
Its origins as a beloved Canadian brand may run into some nationalistic consumers, given the political tensions underway currently.
Chinese firm Huawei Technologies Co.’s chief financial officer Meng Wanzhou has been held in Canada at U.S.’ request since last December. The Canadian government said in January that 13 citizens have been detained in China since Wanzhou’s arrest.
Many Chinese consumers, however, seem unfazed. Canada Goose Holdings Inc., which opened its flagship store in Beijing in December amid calls for boycott of Canadian goods, downplayed the backlash fears earlier this month after it saw shoppers line up outside its store.
Tim Hortons has struggled to build a following outside its home country. The chain, named for a Canadian hockey star, is opening its first Chinese shop on Tuesday in People’s Square, in Huangpu, Shanghai and is banking on a growing middle class keen to try Western inventions like its honey cruller donuts.
“Tim Hortons will need to offer not just something unique that Chinese consumers can’t find at other chains, but also spend heavily on marketing to build awareness of the brand,” said Jason Yu, Shanghai-based general manager of Kantar Worldpanel in Greater China.”
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