Strategic partnership will see Tims China target daily shopper trade by deploying
Tims Go stores at METRO China retail locations
A promotional image of a Tim Hortons van outside a METRO China store | Photo credit: Tims China
Tims China has signed a strategic partnership to open small format coffee shops at METRO China retail locations. The partnership will see ‘at least’ nine Tims Go coffee shops open in METRO stores across six cities, including Chengdu, Dalian, Qingdao, Nanjing, Langfang, and Shanghai, by January 2022.
The terms of the deal will see Tims China receive preferred site selection, delivery services and complimentary marketing initiatives, according to a press release.
METRO China describes itself as an ‘omni-channel’ retailer with an integrated online-offline business model serving wholesale and retail customers alongside foodservice distribution.
It has a relatively small footprint of 99 stores in 60 cities across China.
“Through this agreement, we can reach millions of new customers to share our welcoming guest experience and extensive high-quality product offerings. Over the next few years, we plan to strategically open Tims Go coffee shops in METRO China stores across 60 cities, growing our brand, revenue, and margins," said Yongchen Lu, CEO, Tims China.
“Our partnership will also create a strong link between daily shopping and coffee consumption in our stores that will greatly improve the overall shopping experience for our middle-class customers,” added Chen Zhiyu, deputy CEO, METRO China.
Formed in 2019 by private equity firm Cartesian Capital Group, Tims China holds the exclusive master franchise rights for Tim Hortons coffee shops in China and operates 335 stores across the country.
In October 2021, Tims China revealed
that digital orderings, including in-store and delivery, account for more than 70% of total revenues.