Pinwheel Samosa in Mumbai, Makhni Pasta in Delhi: Tim Hortons goes desi

Tim Hortons, the Canadian coffee brand, came to India last August, and its expansion strategy also includes customized regional food in its menu, seeking to differentiate itself from competitors.

Makhni Pasta is serving and soon will be serving Pinwheel Samosa and Baida Roti Cigar-roll as it moves into western India after focusing on the north.

“India is a very different market in terms of selections and taste preferences, so when we launched in India, there was a lot of work that went to the back end, to come up with a menu that had the right amount of variety and plenty,” said Tarun Jain, CEO, Tim Hortons India.

When we launched in the North, we had, for example, a macaroni, which was more appropriate for the locations there. Now, when we come to Mumbai, we have added some products like Samosa and Baida roll which are more in line with the local Mumbai taste preferences. “

Starbucks India, another coffee chain, has recently increased Indian options on its menu. It added masala chai, elchi chai, milkshakes, packaged sandwiches and other food items.

The cheapest Tim Hortons food item in India is Timbits, or ‘bun holes’ at 39 rupees.

Jain believes that Tim Hortons has entered the Indian market at the right time. He said, “I think this is a great time to enter India.”

Jain said the company is considering expanding into Tier 1 markets now. The chain has 13 stores in North India.

“I think this is the right time to get into India, because the market is going through a lot of development and a lot of change. The coffee shop market is really exploding with opportunity. So, I think it’s a great time to get into the market.

“Demand is growing at a great pace. I think coffee shops have outperformed the food and beverage industry in India and I think coffee shops are probably the biggest share of this growth.”

According to IMARC Group, the Indian pubs, bars, cafes and lounge (PBCL) market is expected to witness a compound annual growth rate (CAGR) of 13.3 percent over the period 2023-2028.

The report also stated that the PBCL market in India is witnessing a healthy growth due to the increasing need of people to socialize and meet with peers in restaurants that offer unique ambiance, entertainment and variety of food and beverages.

“The primary factor driving the market for pubs, bars, cafes and lounges in India is the growing disposable income across the country… Moreover, brands are increasingly focusing on factors such as diversified food offerings, ambiance, and customer engagement to ensure continuity and robustness,” the report said. their business and create a suitable niche for this sector.