Tim Horton's international expansion

Canadian coffee giant Tim Horton's is preparing to announce international expansion plans when it presents its 2009 fourth quarter results in one month on February 26th.Tim Horton's was founded in 1964 in Hamilton, Canada by former Canadian hockey player Tim Horton and two others.  Following Horton's death in a car crash in 1974, management of the small chain was assumed by partner Ron Joyce who took it national and expanded it into a multi-million dollar franchise.  Tim Horton's has since surpassed McDonald's in Canada as the country's largest food service operator, and controls almost two thirds of the country's quick-service coffee market - to put the brand in perspective, Starbucks holds the number two spot with 7% market share.  Today, Tim Horton's is across all markets one of Canada's top ten brands, measured by brand value.  The chain was sold by Joyce to Wendy's International, who has since spun it off, still as a public company.International expansion of Tim Horton's locations has been mostly limited to northeastern United States, close to its strongest market in Ontario.  After the success of 12 new locations opened in New York City last summer, the company is planning its most aggressive expansion.  Expansion to date outside of North America has been limited to a small presence in the UK and Ireland.  Despite an overall downtown in the North American quick-service industry, Tim Horton's opened over 100 new locations in the first three quarters of 2009.It will be interesting to watch the expansion of this Canadian brand.  After all, the chain does little that can't be replicated and does not offer a dining area that is very different from its peers, regardless of the national market.  The chain has brought some innovation to quick-service, including drive-thru coffee service and its annual 'roll up the rim' promotion - both of which since replicated by its peers.  It has also managed to increase the average order size at the cashier by introducing "premium" coffees (read: between their regular and a Starbucks coffee) and sandwiches.  The question remains whether a stalwart Canadian brand can bring something new to market internationally.Learn more about Tim Horton's.