Dubai: For many Canadian expats in the UAE, it's been a "crueller" world without the sugary comfort food and beverages offered by the king of Canuck coffee shops, Tim Hortons. Until now.
The estimated 30,000 Canadian expats no longer need to routinely brave minus-40 Celsius white-out blizzards to buy their 5am blended coffee from their neighbourhood Timmies store.
After confirmation in February that the Canadian institution would be opening in the UAE, a new bright shiny franchise opened its doors on Shaikh Zayed Road, ironically, directly next to a Starbucks.
It's the first of 120 Timmies planned across the GCC.
And every morning, loyalists have flocked to the corner café for the sweet taste of home in the form of Timbits, honey-glazed donuts and maple cream filled pastries.
"I need to book a holiday home to Canada," said Jonathon, a Canadian investment professional, while savouring a blueberry turnover seated at a Timmies sidewalk table. "It's been far too long since I've tasted home."
Cynthia, a health practitioner from Toronto, said donuts are not are on her healthy eating list but nonetheless was digging heartily into a small box of honey-glazed Timbits.
"I don't eat Timmies every day, which is a good thing; but I am excited to nibble on these because it's been such a long time since I visited a Tim Hortons," she said.
Earlier this year, Tim Hortons CEO and President Don Schroeder said the time was right to take the brand international by expanding outside North America. "Our top strategic priority is continuing to grow our Canadian and US businesses which are the primary drivers of shareholder value," Schroeder said in a statement.
"We also believe there is an opportunity over the long-term to explore international opportunities and seed the Tim Hortons brand in various markets outside of North America.
"Our approach is prudent, targeted and will minimise capital requirements while still allowing us to pursue identified international growth opportunities."
Tim Hortons has signed a master licence agreement with Apparel Group based in Dubai for as many as 120 multi-format restaurants across the GCC. Five new stores are expected to open this year. The confirmation was made after the firm — which employs 83,000 people — completed its due diligence process.
"The GCC is an attractive market that provides significant opportunity," said Schroeder. "Our due diligence has identified the GCC as an international development opportunity for the Tim Hortons brand based on our Always Fresh premium coffee and baked goods offering, value positioning and friendly, efficient in-store experience.
"Our partners at Apparel have considerable knowledge of the local markets and consumer expectations and have introduced world-leading brands to the GCC."
Nilesh Ved, chairman and CEO of Apparel Group, said he expects the Tim Hortons brand to grow in the Middle East.
"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 US," Ved said.
Enhanced appeal
Timmies founder Tim Horton was born in Cochrane, Ontario, Canada on January 12, 1930 and was signed by the ice hockey team Toronto Maple Leafs in 1949. In a 22-year career, defenceman Horton played 17 seasons with the Leafs. He also played with the New York Rangers, Pittsburgh Penguins and finally with the Buffalo Sabres.
In 1964, he opened his first restaurant in Hamilton, Ontario, a company that has today grown to 3,811 restaurants that reported C$2.53 billion (Dh8.93 billion) in revenues in 2010.
Source: www.timhortons.com
