Tim Hortons says its newly-opened Dubai location represents the first time it has truly set up shop outside North America.
The Dubai store, opened Saturday, will help Tims to gain global exposure as the modern Middle Eastern city attracts tourists from countries like Russia, where the chain may one day expand.
But the Canadian coffee-and-doughnut chain adds that it’s in no rush to enter another country.
Interim CEO Paul House says the chain will not launch a vigorous timetable for international expansion.
Instead, the chain plans to keep international efforts focused on the U.S. market, where it says it is making in-roads through non-traditional model stores _ kiosks in places like gas stations and universities.
House says the strategy of targeting university students with on-campus kiosks was effective in creating repeat customers in Toronto, and hopes it can work in the United States.
