Apparel Group launches first of 120 planned Tim Hortons restaurants to stir UAE coffee market

The first Tim Hortons Cafe and Bake shop opened on Sheikh Zayed Road on the 17th September, with crowds arriving before the restaurant formally opened its doors and has continued with enthusiastic lines of customers. Apparel has plans for five restaurants across the UAE before the end of 2011.

Speaking of the new venture, Nilesh Ved, Chairman and CEO of Apparel Group, said, "Tim Hortons is Canada's largest restaurant chain and is a well respected brand that, since it's founding in 1964, has become an institution in Canada and is growing in the United States. With the growth in Canadian expatriates and the number of travellers who now visit the country, we know the popularity of the brand will grow here too. Tim Hortons already has more than 3,600 plus locations worldwide; as a launch market, the UAE offers an ideal environment through which to grow the brand's popularity to the other Gulf States."

With a casual dining sector valued at Dhs2.2bn at the start of 2011, the UAE is expected to grow to Dhs3.24bn by 2015, according to a report issued by Horizons and Tribe Restaurant Creators. In Canada alone, Tim Hortons attracts more than 40% of all customers of quick service restaurants (QSRs); and Apparel hopes to replicate this success in the Middle East, adding to the 2 billion cups of coffee served annually.

David Clanachan, Chief Operations Officer, US and International for Tim Hortons, speaking of the Apparel Group's plan, said, "The family centric values and socialising habits of this region make it a logical place for introducing the brand internationally. The UAE's diverse population, its position as the region's leading business hub, and the ease of doing business also makes this the ideal launch market. We chose Apparel Group to partner with us because they possess excellent market intelligence, and are the ideal support structure for our expansion plans for the GCC. We see Apparel Group as an excellent collaborator for growing the Tim Hortons brand across the five Lower Gulf markets, giving the brand the care and attention to detail we pride ourselves on."

Apparel is looking further afield than the traditional 'mall' locations, according to Ved, "We have identified locations we feel are suitable. Tim Hortons can adapt its cafes and bake shop concept to fit a variety of situations and venues, catering to the tastes and demographics of the area. According to the Horizons report, the casual dining sector in the UAE is expected to grow by close to 50% over the next four years, which shows us that there's plenty of room for new options and expansion."

Tim Hortons has been recognised as one of the 'World's Hottest Brands' in 2010 by Advertising Age Magazine's Insight Global Report in 2010, as one of 'Canada's 10 Most Admired Corporate Cultures' by Waterstone Capital, 'Canada's Most Reputable Companies' in 2010 by Marketing magazine, 'Newsmaker of the Year' in 2010 by Restaurant News.

"By partnering with Apparel Group to bring our brand to the Middle East, we are hoping to improve the quality and value-priced dining options for consumers. Our 'Always Brewing. Always Baking' commitment will be embodied in Tim Hortons restaurants, ensuring our guests receive the freshest baked goods and premium coffee, from 'bean to cup'," concluded Mr Clanachan.