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Tim Hortons: Lost in Localization · Globalization webinars · Arvorei team profile · Arvorei news: Fractional Go-to-foreign-market Communications Consulting (new service)
Kim Jacob
March 10, 2025
Lost in Localization: making sure your go-to-foreign-market strategy succeeds
Over the next few issues, we’ll share stories of Canadian companies whose global expansion strategies did not fully consider local cultural and language differences, leading to unexpected challenges and less than favourable results.
We’ll also share what you need to understand about the target culture and the necessary adaptations & localizations to product, packaging, marketing messaging, and customer journey - to ensure a successful and smooth launch in the foreign market.
Canadian Case Study: Tim Hortons
When Canada’s iconic coffee company Tim Hortons first entered China in 2019, their initial rollout in Shanghai revealed several cultural misalignments:
Failure to adapt their core menu items to local taste preferences: Chinese consumers found traditional offerings too sweet and portion sizes inappropriate
Misunderstanding of local coffee culture: premium positioning and sophisticated atmosphere were more important than the casual, grab-and-go concept that worked in Canada
Marketing messages that emphasized Canadian heritage: local Chinese consumers had no emotional connection to the brand's origin story
Tim Hortons addressed these and other local differences and was able to successfully launch in China, where they now have over 1,000 stores. Here are some of the localized adaptations they made:
Product Adaptations:
Less sweet pastries to cater to local taste preferences
Introduction of localized Timbit flavors, including salted egg yolk and mochi donuts
Expanded beverage menu with options like matcha latte and Oolong tea
Adjusted portion sizes to better suit Chinese consumer preferences
Marketing Adaptations:
Rebranding to "Tims Coffee" (提姆咖啡 = Tian Hao Coffee) for easier pronunciation and recognition
Focus on creating a premium, more sophisticated, coffee shop experience, moving away from ‘grab-and-go’
Leveraging social media and digital platforms popular in China, including a mini-program on WeChat
Collaborations with local influencers and celebrities to increase brand awareness
Emphasis on the brand's international appeal rather than solely Canadian heritage
Strategic Adaptations:
Partnered with Cartesian Capital Group for local market expertise
Rapid expansion strategy, opening hundreds of stores across major Chinese cities
Adoption of delivery services to cater to the strong food delivery culture in China
Integration of mobile payment options popular in China, such as Alipay and WeChat Pay
Localizing its product, stores, marketing, and customer experience to the Chinese market ensured Tim Hortons was able to bridge cultural gaps and create a more appealing brand proposition for Chinese consumers, leading to success in its full market rollout.
Internet Sources
If you’re planning to expand into a new global market and are not sure if you fully understand your prospective customers in the target culture, we’d love to help you get the full picture. Send Kim Jacob a DM to explore this further: [email protected].
Resources for your Global Journey
Upcoming Events on Globalizing your Business
Conducting business in Mexico | Hosted by: World Trade Centre Vancouver | Wednesday, Mar 12th UBC Robson Square |
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Market Diversification – Expanding Beyond the U.S. by Utilizing Canada's FTAs | Hosted by: World Trade Centre Vancouver | Thursday, Mar 13th Online |
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Domestic Trade & Interprovincial Expansion | Hosted by: World Trade Centre Vancouver | Thursday, Mar 27th Online |
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Get to know the Arvorei Team
 Karolina, Marily and I attending a Vancouver Board of Trade workshop on Digitalization Transformation for Creative Industries | In this issue, I’m introducing two members of my Graphic Design Team: Karolina Wudniak and Marily Eisler. Last year, we added Post-translation Graphic Design as a service because our clients were beginning to send us marketing collateral for translation after it had already been designed in InDesign, Canva or other graphics program. Since translation often leads to greater or lesser words in the target language, adjusting the design is almost always necessary post- translation. To make our customer’s lives easier, we decided offer graphic design services so that translated material would return to the client print-ready. |
Meet KarolinaKarolina is a Book and Layout Designer. She can be found at the crossroads between words and visuals, ready to help turn a manuscript into a book that can fly high and long documents into a visually-pleasing reading experience. With a BA in Literature and Polish Language and an MA in Journalism with a specialisation in Marketing and Artistic Photography, for many years, Karolina worked as a writer, journalist and photographer with a strong affection for visuals, which eventually led her to Layout and Book Design. |  |
When she’s not designing or reading books with a cup of coffee or glass of wine in hand, Karolina enjoys the Canadian West Coast outdoors with her husband and son.
Meet MarilyMarily is a dynamic force in the world of design, blending her passion for creativity with over a decade of professional expertise. Based in the vibrant city of Vancouver, she has made her mark as a Graphic Designer and Photographer, specializing in digital marketing, e-commerce, branding, and packaging for North American wellness brands. Her journey into the world of design began in 2009, upon graduating from Industrial Design. With a deep commitment to translating concepts into captivating visuals, she excels in crafting designs that resonate with target audiences across diverse industries. |  |
When she is not immersed in design projects, you’ll often find her seeking inspiration amidst the natural beauty of British Columbia. Whether she is hiking mountains, horseback riding through scenic trails, or paddleboarding in the ocean, nature fuels her creative spirit. She was a former competitive figure skater growing up in her native country of Mexico and nowadays she shares her passion for skating with her two young daughters.
What’s New at Arvorei ?
New service: Fractional Go-to-foreign-market Communications Consulting
Like Tim Hortons featured above, there are countless examples of companies that have wasted time and money and damaged their image because they didn’t fully understand the new foreign market before launching. Imagine if you could launch in a foreign market with greater success and greater ease? We want to give you peace of mind that you’re not missing anything about how best to engage your new foreign customer. We also want to make sure your product and marketing messaging resonate with new customers the first time, avoiding costly re-translation. |  |
We are actively looking for clients for our new Fractional Go-to-foreign-market Communications Consulting service. If you, or a colleague, is looking for support with a go-to-foreign-market strategy, we’d love to help make it easier and more successful.
Are you including Translation Services in your CanExport SMEs application?
Did you know you can improve your chances of approval if you include the name of your Translation/Language Partner? We'd love to chat with you about a possible fit.
Also, if you need help estimating translation costs for your market expansion budget, please reach out.