[Consumerwide - Jinil Kang Reporter / Yohan Bok Reporter] Tim Hortons, a Canadian coffee brand, has entered the Korean market as of December 14th, starting from their first branch at Sinnonhyeon Station Seou. They plan to open their second branch on the 28th at Seonneung Station and over 150 branches in five years. By increasing stores, they are targeting Korean customers who enjoy coffee while winning their hearts with their emotional appeal and Alway Fresh menu service.

On the 12th, Tim Hortons, a coffee brand from Canada, held a pre-opening media session at their first Korean store located in the Sinnonhyeon Station branch. During the session, Tim Horton announced his background and plans for entering the Korean coffee market, as well as his menus and prices in the domestic market.

Regarding a question about a Canadian brand entering the Korean market, Rafael Odorizzi, the CEO of RBI (Restaurant Brands International) Group APAC, said, "The Korean coffee market is already in the mature stage. Thus, it can be difficult to succeed. Nevertheless, we can probably perceive it in two aspects: whether you will perceive it as a cup of coffee with half of coffee or without. We see the Korean coffee market as a market with high demand as well as fierce competition.

Korean consumers are passionate about coffee. There is a demand for new coffee brands, as well as ready-to-try ones. This is a dynamic and developed market. Thus, we perceived it as a chance and entered the Korean market with a distinctive strategy. We see that our mission is to present a perfect coffee brand to Korean customers who are known to have a delicate taste, which is also our strength. Besides, we have a variety of portfolios. Based on our strength, we will present a perfect cup of coffee to Korean consumers along with a cosy welcome."

The menu lineup of Tim Hortons Korea is a combination of originality and Korean customised menus. The menu contains a total of 46 types of coffee drinks, including Double Double, Mayple Latte, and French Vanilla Latte; 8 types of iced capp, 14 types of non-coffee drinks. 22 types of dounuts and sandwitch menus are also on sale. And Tim Hortons Korea is also presenting three invented menus for the Korean market, which are one of their representative menus, Mayple Cheese Melt, Mayple Ham and Cheese Melt, and Creamy Spicy Chicken Melt, which is a combination of chicken and spicy sauce. The menu prices for representative drinks (medium size) are Brewcoffee 3,900 won, Americano 4,000 won, Cafelatte 4,600 won, and Cheese Melt 6,200 won.

Hwang Miyeon, the managing director of BKR, said, "In particular, our food menus are freshly made at the time of order instead of being made ahead so that consumers can fully enjoy our menus. The price ranges are decided upon various market research concerning our being a global brand with 60 years of heritage entering the Korean market. Our price is on a rational level compared to international Tim Hortons and other major brands."

Tim Hortons is planning to expand their branches strategically and competitively in Korea, starting with the first store on the 14th (Sinnonhyeon). The second store is opening on the 28th (Seonreung station), and it is going to be stretched as much as 150 times in five years. Additionally, Tim Hortons Korea is checking out a variety of options, including Drive Thru, which has fast and easy access for customers.

Hwang Miyeon, the managing director of BKR, said, "The first priority of Tim Hortons is "Always Fresh" regarding menus. We see that experienced and genuine skills, a fresh food menu, and the perfect pairing of Tim Hortons have competitivity in the Korean market. We will strive to be a cafe brand that Korean customers frequently approach by adding cosy atmosphere and services."