Tim Hortons opened its first standalone TimShop merchandise store at CF Toronto Eaton Centre on Sunday, launching a high-stakes experiment in whether Canada’s largest coffee chain can build sustainable retail revenue beyond its restaurant network.
The 1,856-square-foot pop-up occupies the former Bentley space on Level 1, representing a significant commitment to testing merchandise retail in prime mall real estate. The store will operate through the holiday season, providing critical data during peak retail traffic.
“We’ve received amazing feedback about our TimShop.ca apparel and merch collections, and we’re thrilled to be offering them to shoppers in person at one of Canada’s most iconic shopping malls,” said Christie Song, Head of Tim Hortons Retail.
The timing is strategic. By opening during holiday shopping season, Tim Hortons maximizes exposure to CF Toronto Eaton Centre’s 50+ million annual visitors while testing consumer appetite for branded merchandise when gift-purchasing behaviour peaks. Success or failure during this crucial retail period will likely determine expansion plans.
6ixRetail first reported construction hoarding at the location in September, indicating months of preparation for this retail experiment. The location choice reflects sophisticated understanding of mall traffic patterns—positioned across from Winners and near the Urban Eatery entrance to capture both destination shoppers and food court traffic.
The store stocks an expanded product mix beyond TimShop.ca’s online offerings, including limited-edition holiday sweaters, family pajamas, and Canadian-themed souvenirs targeting both locals and tourists. This represents Tim Hortons’ evolution from basic logo merchandise to curated lifestyle products across three collections: vintage-inspired items, modern designs, and Original Blend Coffee classics.
What sets this apart from typical brand extensions is the experiential component. Tim Hortons deployed a TimShop Toy Truck activation running until November 16 in a high-profile location with visibility to the 3rd level, featuring an interactive plushie experience that mirrors successful experiential retail strategies used by brands like Jellycat and Build-A-Bear.
The Toy Truck transforms simple product purchasing into theatre that brings the TikTok-ification to the Canadian retail landscape.
Staff prepare and package exclusive menu-inspired plushies in branded boxes, creating an Instagram-worthy experience designed for social media amplification. The red-and-white striped kiosk design maintains Tim Hortons’ visual identity while establishing the merchandise operation as distinct from restaurant service.
This approach addresses a key challenge for food brands entering retail: how to maintain brand connection while justifying premium pricing for non-food products. By creating an experience around plushie “preparation,” Tim Hortons leverages its service heritage to differentiate from standard toy retailers.
The broader strategic context reveals ambitious positioning. Tim Hortons operates nearly 4,000 Canadian locations and has 4.9 million monthly app users, providing substantial customer base for cross-promotion. The upcoming 2026 loyalty partnership with Canadian Tire Corporation creates additional integration opportunities if retail proves viable.
Previous merchandise successes, including the 2021 Timbiebs collaboration that sold out nationally, demonstrate proven demand for Tim Hortons-branded products. However, limited-edition drops differ significantly from sustaining ongoing retail operations in premium mall space.
The experiential retail strategy reflects broader industry trends toward Instagram-driven shopping experiences. Brands from Lego to luxury fashion houses have discovered that shareable moments drive both immediate sales and ongoing brand engagement, particularly among millennial and Gen Z consumers who grew up with Tim Hortons as cultural touchstone.
Critical success factors include product differentiation through store exclusives, integration with the broader Tim Hortons ecosystem, and sustained customer interest beyond initial novelty. The holiday timing provides natural urgency, but long-term viability depends on repeat visits and average transaction values.
If successful, this pilot could reshape how Canadian food brands approach retail expansion. Tim Hortons’ restaurant network provides potential distribution for smaller-format TimShop concepts or hybrid food-and-merchandise locations, creating new revenue streams while deepening brand engagement.
The experiment also tests whether Tim Hortons’ cultural significance translates into lifestyle purchasing decisions. With Canadian identity deeply embedded in the brand’s positioning, success could unlock broader retail opportunities while failure might indicate limits to food-to-fashion brand extension.
The TimShop store and Toy Truck activation are located on Level 1 of CF Toronto Eaton Centre, operating through the holiday shopping season as Tim Hortons measures whether coffee loyalty can drive merchandise retail success.
Dustin Fuhs is the founder and Editor-in-Chief of 6ix Retail, Toronto’s premier source for retail and hospitality industry news. As the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication, Dustin brings over two decades of expertise spanning retail, marketing, entertainment and hospitality sectors. His experience includes leadership roles with industry giants such as The Walt Disney Company, The Hockey Hall of Fame, Starbucks and Blockbuster.
Recognized as a RETHINK Retail Top Retail Expert in 2024 and 2025, Dustin delivers insider perspectives on Toronto’s evolving retail landscape, from emerging brands to established players reshaping the city’s commercial districts.