Did you have a double double this morning? There’s a good chance you did – as did millions of other Canadians. For anyone confused and wondering “what the heck is a double double” – read this first
As #BuyCanadian continues to trend, we are equal parts thrilled and fascinated to see how Canadian pride swells up (and not to mention Canada flag sales are skyrocketing). We wanted to share some multicultural thought leadership and brand love for THE OG Canadian coffee brand …. Tim Hortons.
The analysis below is not endorsed in any way by the brand – rather it’s our independent observations as customers and brand fans.
Tim Hortons Opens 1st Location in China
In 2019, Tim Hortons first launched in Shanghai, China. When first introducing themselves to audiences, who admittedly did no not have any affinity for the brand name, they kept things simple. As seen below, the Canadian maple leaf is shown with “Tims” simply stated as “Coffee House Est. 1964”.
Cultural Insights Drove Product & Branding Evolution
A few years later, Tim Hortons added a brand tagline to their locations: “North American Legendary Coffee, Est. 1964” as shown below.
And, they further incorporated Maple Leafs into local elements such as the Great Wall and the Forbidden City in its interior design…
While branding evolved, so did their menu. They also introduced new menu items they offer in China to appeal to local food tastes and preferences, including designed latte art and unique steeped tea flavours (Cherry tea anyone?!)
In the early days of Tim Hortons’ China expansion, the brand experimented with a bold fusion of Canadian classics and Chinese flavors. Their iconic Timbits – those beloved bite-sized doughnut holes – got a flavour makeover. Picture walking into a Shanghai Tim Hortons and finding Salted Egg Yolk Timbits sitting next to Matcha Red Bean and Black Sesame varieties.
Check out this customer review of the Timbits: https://youtu.be/F_vfeTwcZHM?si=0p-cKO-1xfuihbkq&t=72
It was a creative attempt to bridge cultural palates, combining the familiar texture of Timbits with flavors that resonated with local taste preferences.
But sometimes innovation requires iteration. These fusion Timbits, despite their thoughtful flavor profiles, eventually disappeared from the menu. The experiment offers a fascinating glimpse into the complexities of product localization – where even perfect flavors might not guarantee market success if the format doesn’t align with local snacking habits.
The Perfect Blend: From Tim Hortons to 天好咖啡
In 2023, Tim Hortons unveiled its Chinese name: 天好咖啡 (Tian Hao Coffee). Let us share why this name is brilliantly crafted:
- 天 (Tian)means “day”
- 好 (Hao) means “good”
- Together, theyalign with the brand’s promise of “Good Coffee Every Day”
- The initials “TH” maintain a clever connection to the original name
What an amazing transcreation!
As of today, Tim Hortons has approximately 1000 locations. They recently celebrated their 1000th store opening in Shanghai – the very city where their Chinese journey began. Here’s a view of some locations today:
Our Double-Double Top 3 Tips
Here’s our double-double take and top 3 tips for brands thinking about entering new markets.
1. Move Beyond Surface-Level Localization
When entering new markets, resist the temptation to simply translate your existing brand elements. Core brand identity must be reconstructed, not just reproduced, for local relevance. Consider how your brand’s founding story, cultural touchstones, and key values might need fundamental reimagining to resonate in a different cultural context. Success requires understanding which brand elements are truly universal and which need market-specific interpretation.
2. Balance Timing with Cultural Authenticity
Global expansion requires a delicate balance between speed to market and cultural precision. While thorough cultural integration takes time, excessive delays can result in missed market opportunities. Consider running parallel tracks: enter with well-researched essential adaptations while continuously refining your local strategy. Set clear timelines for cultural adaptation milestones, and regularly assess the opportunity costs of both hasty and delayed localization decisions.
3. Invest in Multicultural Marketing Expertise
Bring in cultural consultants and local market experts before entering new territories. These specialists can:
- Provide deep cultural context for branding decisions
- Identify potential cultural missteps before they occur
- Guide authentic adaptation of brand elements
- Navigate local business practices and consumer preferences
- Facilitate connections with local stakeholders and partners
The key is integrating this expertise early in the planning process, not as an afterthought when challenges arise. Consider it an essential investment in market success rather than an optional expense.