Tims China Launches "Light Bagel Sandwich Lunch Box Series"

Rhea-AI Summary

Tims China (NASDAQ: THCH) has launched its new 'Light Bagel Sandwich Lunch Box Series' nationwide, starting February 18, 2025. The three-piece set includes a bagel sandwich, fresh vegetable salad, and healthy beverage, with prices starting from RMB 25.8 with a 40% discount using the 'Chibaobao Card'.

The series features eight bagel sandwich varieties, five side dishes, and eleven beverage options. All products adhere to a '5-Zero' commitment: no non-dairy creamer, artificial creamer, hydrogenated vegetable oils, trans fats, or instant tea powder. The menu includes premium protein options like chicken breast, tuna, and beef, with varieties such as Avocado Chicken, Black Truffle Bacon Angus, and Teriyaki Chicken Thigh bagel sandwiches.

Salads are currently available in seven cities: Beijing, Shanghai, Guangzhou, Shenzhen, Qingdao, Yangzhou, and Hangzhou, with snack alternatives offered in other regions.

Positive

• New product launch expanding lunch menu offerings
• Competitive pricing with RMB 25.8 starting price point (with discount)
• Strategic entry into the healthy lunch segment targeting urban professionals

Negative

• salad availability to only seven cities initially
• Requires discount card for optimal pricing

Insights

Food & Beverage Industry Analyst

The Light Bagel Sandwich Lunch Box Series launch represents a calculated strategic pivot for Tims China, targeting the lucrative urban lunch segment estimated at over RMB 200 billion annually. The pricing strategy, starting at RMB 25.8 with loyalty discounts, positions the offering competitively against both traditional quick-service restaurants and emerging healthy food chains.

Several key strategic elements warrant attention: First, the modular menu design with 8 sandwich varieties, 5 sides, and 11 beverages creates 280 possible combinations, enabling personalization while maintaining operational efficiency. This approach typically drives higher customer satisfaction and repeat visits while simplifying inventory management.

The "5-Zero" commitment and emphasis on premium proteins signal a deliberate positioning in the premium-casual segment, differentiating from traditional fast-food players. However, the availability of salads in only seven tier-1 and tier-2 cities suggests supply chain constraints in fresh ingredient distribution, potentially impacting the full-scale rollout and profitability.

The initiative's success will likely hinge on three factors:

• Execution of fresh food preparation while maintaining quick service times
• Supply chain management for perishable ingredients
• Ability to maintain food costs while offering premium ingredients at competitive price points

The focus on portable packaging and health-conscious options directly addresses the evolving preferences of China's urban professionals, potentially driving increased lunch traffic and higher average transaction values. However, the success of this initiative in tier-2 and tier-3 cities, where salads are currently unavailable, may be without the complete offering.

SHANGHAI, Feb. 18, 2025 (GLOBE NEWSWIRE) -- TH International Limited (NASDAQ: THCH), the exclusive operator of Tim Hortons coffee shops in China (“Tims China” or the “Company”) today announced the launch of its "Light Bagel Sandwich Lunch Box Series", enhancing its commitment to providing high-quality, convenient coffee and warm, healthy food experiences. Centered around a bagel sandwich + salad + coffee combination, this new lunch offering targets urban consumers seeking convenient and healthy meal options, tapping into a new trend in healthy Western-style lunches.

[Tims China "Light Bagel Sandwich Lunch Box Series"]

"Light Bagel Sandwich Lunch Box" Launches Nationwide, Focusing on the Lunch Dining Experience

Starting February 18, the Light Bagel Sandwich Lunch Box will be available at Tims China stores nationwide. The three-piece set includes: a freshly toasted, warm bagel sandwich, a fresh vegetable salad*, and a healthy beverage. The series offers eight bagel sandwich varieties, five side dishes, and eleven beverage options, allowing customers to customize combinations according to their personal tastes and nutritional preferences.

With Tims’ "Chibaobao Card" 40% discount, prices start from just RMB 25.8, offering both high nutritional value and cost-effectiveness. Whether it's for office workers during lunch breaks, post-workout nutrition, or sharing with friends and family, the Lunch Box brings a delightful and convenient experience to every customer.

Furthermore, the Lunch Box series caters to today’s consumers' preference for "light and low-calorie" options. Every ingredient has passed strict quality and calorie control, meeting modern consumers' dual demands for flavorful and healthy. All beverages adhere to our "5-Zero" commitment – no non-dairy creamer, no artificial creamer, no hydrogenated vegetable oils, no trans fats, and no instant tea powder – offering consumers more transparency and reliability with their choices.

Reimagining Healthy Lunches: Bagel + Salad + Coffee

Moving away from traditional fast food combinations of sandwiches, fries, and sodas, Tims China’s sandwiches feature high-fiber bagels paired with premium proteins including chicken breast, tuna, and beef. Options include the Avocado Chicken Bagel Sandwich, Black Truffle Bacon Angus Bagel Sandwich, and the newly introduced Teriyaki Chicken Thigh Bagel Sandwich. The salads include seasonal fresh vegetables, while the beverage selection includes Americano coffee and low-calorie lemon water, providing a nutritionally balanced and satisfying yet light lunch option.

The Lunch Box's portable packaging is designed for both dine-in and takeaway convenience, addressing the flexibility that urban professionals need.

Yongchen Lu, CEO of Tims China, commented: "We are delighted to introduce the Light Bagel Sandwich Lunch Box Series, offering our customers new convenient and delicious lunch options. This series marks a meaningful expansion of Tims China's lunch menu. It delivers a fresh dining experience to consumers, meeting a wide range of needs from fitness-focused meals to light office lunches. I am excited about the market potential of our new series."

Note:

*Salads are currently available in seven cities: Beijing, Shanghai, Guangzhou, Shenzhen, Qingdao, Yangzhou, and Hangzhou. Customers in other regions can enjoy a selection of snack alternatives.

ABOUT TH INTERNATIONAL LIMITED

TH International Limited (Nasdaq: THCH) (“Tims China”) is the parent company of the exclusive master franchisee of Tim Hortons coffee shops in mainland China, Hong Kong, and Macau. Tims China was founded by Cartesian Capital Group and Tim Hortons Restaurants International, a subsidiary of Restaurant Brands International (TSX: QSR) (NYSE: QSR).

The company’s philosophy is rooted in world-class execution and data-driven decision making and centered around true local relevance, continuous innovation, genuine community, and absolute convenience. For more information, please visit https://www.timschina.com.

Contacts

Investor Relations
IR@timschina.com or Gemma.Bakx@cartesiangroup.com

Public Relations
patty.yu@timschina.com

Follow @TimHortonsChina

A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/4555dcdc-7d52-4946-8c08-4b0902a9d8dc

FAQ

What is included in Tims China's (THCH) new Light Bagel Sandwich Lunch Box?

The Light Bagel Sandwich Lunch Box includes a bagel sandwich, fresh vegetable salad (in select cities), and a healthy beverage, with eight sandwich varieties, five side dishes, and eleven beverage options available.

How much does THCH's new Lunch Box Series cost?

Prices start from RMB 25.8 with a 40% discount using the Tims' Chibaobao Card.

In which cities is the full Tims China (THCH) Lunch Box with salad available?

The complete Lunch Box with salad is available in seven cities: Beijing, Shanghai, Guangzhou, Shenzhen, Qingdao, Yangzhou, and Hangzhou. Other regions receive snack alternatives.

What is THCH's '5-Zero' commitment in their new lunch menu?

The '5-Zero' commitment means no non-dairy creamer, no artificial creamer, no hydrogenated vegetable oils, no trans fats, and no instant tea powder in their beverages.

When did Tims China (THCH) launch their new Lunch Box Series?

Tims China launched the Light Bagel Sandwich Lunch Box Series nationwide on February 18, 2025.