Seoul: Canadian coffee chain Tim Hortons announced plans to more than double its outlets in South Korea, increasing from 24 to 50 locations this year by focusing on localization strategies to strengthen its presence in Asia's fourth-largest economy.

According to Yonhap News Agency, Tim Hortons currently operates 24 stores in Seoul and surrounding metropolitan areas since its entry into the Korean market in December 2023. Among the 26 new outlets planned, one will be a signature store featuring a significantly expanded menu and larger space, aiming to better cater to the tastes and preferences of Korean consumers.

An Tae-yeol, chief brand officer of BKR, the operator of Tim Hortons in Korea, emphasized the importance of meeting local expectations, stating at a press conference, "Over the past two years, we have identified areas for improvement to better meet the high expectations of Korean consumers." He added that starting this year, customers will have access to fresh, high-quality products prepared at Tim's Kitchen.

BKR, which also manages Burger King outlets in Korea, plans to diversify its store formats and develop new menu items beyond the traditional coffee and doughnut offerings. The menu expansion will include bakery products and desserts, aiming to appeal to trend-sensitive Korean consumers. An highlighted the company's ambition to expand to 160 outlets nationwide by 2028 as part of its localization strategy.

In June 2025, Tim Hortons faced a challenge in its Korean operations with the closure of the Cheongna outlet in Incheon due to declining profitability. To navigate the competitive Korean coffee market, Tim Hortons intends to focus on company-operated stores this year, avoiding franchising. An outlined future plans, stating, "In 2027, Tim Hortons plans to sign agreements with a limited number of franchisees to begin its franchise business."