Tim Hortons to take on South Korea’s QSR giants

The Canadian operator sees an opportunity to compete on food in a market dominated by discounter coffee chains

South Korea’s branded coffee shop market is notoriously crowded and competitive, with colossal operators like Compose Coffee, Mega Coffee and Mammoth Coffee all competing on price.

Coffee chains with smaller footprints struggle to cut through, which has led Canada’s Tim Hortons to a novel solution: compete with QSR chains instead.

Tim Hortons is making steady progress on its growth goals in South Korea, with a pivot to quick-service food and made-to-order meals yielding strong returns in one of the world’s most competitive, value-focused branded coffee shop markets.

The Canadian coffee chain entered South Korea in December 2023 with two stores in Seoul’s Sinnonhyeon and Seolleung districts and now operates 34 outlets, primarily in the capital.