Tim Hortons; Canada’s beloved coffee company looks to expand it’s brand into global markets. Tim Hortons looks to expand outside it’s home base and the United States starting with the Middle East. The chief executive stated “This is not about plastering the Tim Hortons brand everywhere, this is about taking the brand where it makes sense and where we can further build,” However, this will not be an easy transition as there are huge competitors in foreign markets that have most of the market share and strong customer loyalty bonds. Coffee is part of many people’s routines and many customers prefer it a certain way and find that there is no need to switch as they know exactly what to get from their own coffee shop.
Even at home Tim Horton’s is facing pressure from competitors such as Starbucks and McDonald’s Cafe. As Starbucks reported to have 11% of all sales in the U.S and Canada come through their new mobile application. Therefore, creating a chance where Tim Hortons could potentially look into to benefit from online purchases as a way to expand globally.
