Capitalizing on the increased demand from Indian consumers, the Canadian coffee brand Tim Hortons is set to enhance its footprint along highways across various cities in India.
The brand started with its first outlet in Delhi and celebrated its one-year anniversary in the country this August. Extending its presence to 8 cities, it has successfully set up 17 outlets across the nation. Looking ahead, the brand is now focused on expanding its reach to city highways connecting Mumbai – Pune and Chandigarh, aiming to establish a stronger foothold in these key travel routes.
Tarun Jain, CEO, of Tim Hortons India, said, “The one-year journey has been remarkable in terms of discovery, We have been able to learn from the market, and adapt the offerings of the market and not just geographies but also through channels including high streets and malls. We opened our first airport store in Delhi which is getting a good response. We have been able to deliver consistently the Tim Hortons experience while keeping the core of the brand intact and are also developing local products as per the consumer demand. One has to understand the market before entering and we are now going into multiple cities and geographies which is exciting.”
The company has expressed its intention to launch 120 stores across various locations in India by the year 2026.
“We will open in Bangalore soon. We do geographies and look at traction and momentum when we enter a market. When we entered Mumbai, we could go into some neighbouring clusters like Pune, when in Delhi going to Noida and Gurgaon these are natural extensions. This is the strategy we want to take and once you get into a cluster you explore all channels. In Mumbai, the Mumbai – Pune expressway becomes a natural extension,” said Tarun Jain.
The brand, which features items like pinwheel samosa, baida roti cigar rolls, and chicken makhani ravioli pasta on its menu, highlights that Indian consumers have a preference for local cuisine.
“Our experience is that Indian consumers want the same authentic core products from the brand but they are willing to experiment on the food side. They are more comfortable with the local cuisine. The other aspect is to experiment and reinvent what is offered on the menu,” added Jain.