We helped Tim Hortons build awareness and preference in China, where the brand was new.
The challenge
Tim Hortons opened its first store in China, in Shanghai, in February 2019, when few Chinese consumers knew the brand. It needed a culturally relevant store design, based on what local consumers want, to build awareness, perception and preference.
Our approach
Three questions guided the research: which elements make a store concept unique and locally relevant, which brand image and local attributes suit Chinese coffee drinkers, and what kind of shop Shanghai’s coffee drinkers prefer. Three consumer co-creation workshops then tested store concept, communication and interior and exterior design across touchpoints, user scenarios and product ideas.
The result
Recommendations across branding and signage, storefront, store layout and in-store design, aimed at a cosy, relaxing, home-like social space. The store combined a simple, comfortable design with the maple leaf motif and varied seating for different social needs, and drew long queues on opening day. Tim Hortons went on to open more than 1,000 stores across China, including Beijing, Chongqing and Hangzhou.
Brand-wide figures reflect the client’s overall performance, not this project alone.
