Tim Hortons accelerates 'restaurant cafe' strategy with Baegot, Apgujeong openings

Canadian coffee brand Tim Hortons is opening a string of new stores this month, including locations in Baegot New Town and Apgujeong, as it pushes ahead with a "restaurant cafe" strategy designed to capture meal-time demand alongside its core coffee business.

The Baegot New Town store, which opened Thursday, was designed with the surrounding area in mind — a neighborhood dense with large residential complexes and educational facilities — and targets families, students and local residents, the company said.

The interior draws on a 1920s "Craftsman Kitchen" aesthetic, featuring wood checkerboard flooring and warm tones throughout. Booth seating has been set aside for families visiting on weekends, while a separate communal seating area caters to students from nearby hagwon. A display of Maclean's, the Canadian current-affairs magazine, adds a touch of Canadian character to the store.

The Apgujeong location, set to open Tuesday, features an open kitchen backed by objects and shelving in a Canadian cottage style. Near the entrance, a "community board" will let visitors share local information and brand content.

Tim Hortons has been strengthening its food lineup in recent months, expanding its range of sandwiches, baked goods and full-meal options. "Cafes have been evolving beyond spaces for coffee into everyday destinations for meals, rest and socializing," a company official said. "The Baegot New Town and Apgujeong stores were designed so that more customers can experience Tim Hortons closer to where they live."