Tims China is partnering with Easy Joy, which operates more than 27,800 convenience stores in China, to sell ready-to-drink (RTD) Tims coffee products and reach new customers in the country
Tims China now operates more than 400 stores in the country | Photo credit: Tims China
TH International Limited, the operator of Tim Hortons coffee shops in China (Tims China) has announced an agreement with China's largest convenience store chain Easy Joy to develop co-branded ready-to-drink (RTD) coffee products in more than 27,800 outlets.
The companies plan to launch RTD beverages during the third quarter of 2022, starting with Tims latte and mocha beverages.
According to a press release, Tims China and Easy Joy are also considering the launch of Tims coffee shops in select Easy Joy locations.
"We are extremely excited to become partners with Easy Joy, the undisputed leader in convenience stores in China. Easy Joy's expansive store network will broaden our reach to meet new customers and enter new regions in China," said Yongchen Lu, CEO, Tims China.
The Canadian coffee chain entered the Chinese market in 2018 following a joint venture between Tim Hortons’ parent company RBI and private equity firm Cartesian Capital Group.
In October 2021, Tims China announced it had opened its 300th Tim Hortons location in China, a store in the city of Tianjin. It now operates more than 400 stores in the country.
In March 2022, investors, including Cartesian Capital Group and Silver Crest Management LLC, said they would commit up to $94.5m to fund Tims China's five-year growth plan to open 1,500 stores in the country by 2027.
Easy Joy is a subsidiary of Sinopec, the largest petrol station network in China.
"We are thrilled to work with Tims China to develop our first RTD coffee line. Our customers will love the refreshment and convenience that these drinks offer. For some time, we have been looking for the right partner to help open coffee shops at our convenience stores, and we are excited that we have found the right partners in Tims China," said Yan Liu, President, Easy Joy.