Singapore – After Tim Hortons APAC and multinational conglomerate Marubeni Corporation entered into an expansion partnership back in March this year, popular coffee chain Tim Hortons finally announced its debut in Singapore around November this year, with its first branch opening at VivoCity.
The expansion plays off into a fierce competition to dominate the coffee scene not only in Singapore but also in Southeast Asia. For instance, despite Flash Coffee announcing its exit in Singapore earlier this year, Indonesian coffee startup Kopi Kenangan made its recent debut in Singapore also this year.
Amidst a growing competition in the Singaporean coffee industry, MARKETECH APAC caught up exclusively with Vaibhav Punj, chief executive officer at Tim Hortons and MGCA Café; to learn more about their marketing strategies to flourish in this diverse consumer market.
Respecting the vibrant coffee scene through local offerings
Punj told MARKETECH APAC that knowing Singapore has a vibrant coffee culture, Tim Hortons immediately ‘felt at home’ already, considering that the chain’s 50-year expertise of coffee brewing and responsibly sourced coffee across the world will fit well to the local tastes of the Singaporean consumer.
“We currently have four different signature coffee blends which are expertly crafted by experienced Coffee Masters and roasted carefully in individual batches by Roast Masters who ensure the highest quality and consistency of each Tim Hortons cup. This commitment to quality also extends to our food where all Sourdough Melts, Donuts & Timbits are freshly prepared daily and always served with care,” he stated.
Singapore as a launchpad to expand offerings to SEA
He further added that Singapore presents an exciting opportunity for Tim Hortons’ expansion into Southeast Asia, driven by compelling factors.
Citing a report by the International Coffee Organization, the surge in global coffee consumption, notably within Southeast Asia, offers a promising avenue for growth.
“Leveraging Singapore’s esteemed global position, we see it as an ideal launchpad for Tim Hortons’ offerings in the region. Understanding Singaporeans’ deep passion for coffee, seeing it as more than just a drink but a core part of their lifestyle, resonates with our commitment to delivering exceptional coffee experiences beyond the ordinary,” he explained.
What’s next for Tim Hortons in SEA?
Punj notes that aside from its planned expansion to Malaysia and Indonesia next year after regulation processes, Tim Hortons plans to open more outlets in Singapore: NEX in December, Suntec in January 2024 and One Raffles Place in April 2024.
Aside from this, they are also planning to build an innovation pipeline to introduce more iconic favourites including localised flavours into their menu, and many of these inputs have come from their guests who have been an inspiring source of ideas and feedback.
Lastly, they have also launched their app in Singapore which includes a loyalty program that offers exclusive member benefits and rewards as they spend with them. Punj also added that they are working to enable a seamless ordering experience that includes app and web ordering for dine-in, pre-order pickup and delivery.
“Singapore’s strategic location and the local market’s enthusiasm for innovative coffee brands serve as a catalyst for our expansion plans into Malaysia and Indonesia. This strategic alignment combines market appeal, economic viability, and cultural resonance, positioning Tim Hortons for substantial growth within this vibrant Southeast Asian market,” he concluded.
