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Tim Hortons Singapore leverages premium arabica beans, freshly-made food

Tim Hortons recently opened its first outlet in Singapore last November.

Coffee and donut chain Tim Hortons has opened its first outlet in Singapore, marking a significant step in its global expansion and positioning itself in the market with its 100% premium arabica beans and freshly-made food.

Vaibhav Punj, Chief Executive Officer at Tim Hortons Singapore, said that Tim Hortons is one of the few players in the market that offers freshly-made food, which makes the consumers’ coffee experience unique.

“Our sourdough sandwiches are prepared in the restaurant, made to order, our doughnuts are dumped fresh every single day. And that's a big difference. Normally, if you go to a coffee house or a coffee shop, what you're looking at is just a cup of coffee,” he said.

“For Tim Hortons, it is a whole experience that we are we're trying to deliver at a reasonable price point. And I think that's that's for everyone to see. And that's where the real differentiation in the value proposition comes in,” he added.

Punj believes that Tim Hortons can be very successful in Singapore knowing that Singaporeans drink coffee more than 18 times in a month, which he described as “quite high.”

“It seems to be a little crowded, but I think there are a couple of factors that are very attractive. It's got high per capita income, which means people can afford to spend, you know, $6 to $8 on a cup of coffee,” he said.

He also mentioned that Singaporeans are very open to try new concepts, which helps their brand to be recognized as many people try their coffee and food.

Punj outlined an aggressive plan targeting various market segments in Singapore, including the Central Business District and tourist-specific areas. He said that the aim is to open 10 to 15 restaurants each year.

He said that this expansion strategy is not just about establishing a strong presence in Singapore but also about leveraging the city's status as a regional hub.

"A successful launch in Singapore means a stepping stone to get into Malaysia and Indonesia," he explains, underscoring Singapore's influence in Southeast Asia.

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