连锁咖啡品牌Tim Hortons中国业务（以下简称Tims天好中国）公告称，为匹配公司中长期战略发展规划，进行管理层调整Chain coffee brand Tim Hortons China (hereinafter referred to as Tim Hortons China) announced that in order to match the company's medium and long-term strategic development plan, management adjustments will be made
6月9日，连锁咖啡品牌Tim Hortons中国业务（以下简称Tims天好中国）公告称，为匹配公司中长期战略发展规划，进行管理层调整，原首席执行官卢永臣升任集团主席，张国华接任首席执行官一职，负责集团的整体运营以及董事会战略和政策的实施。与此同时，公司拟发行最高本金总额5500万美元（约合人民币3.72亿元）新增优先有担保可转换债券，旨在进一步拓展门店网络，以及满足公司及其子公司的营运资金及运营开支需求。
公开资料显示，2019年，创立于加拿大的咖啡连锁品牌Tim Hortons在中国开出了第一家门店，卢永臣一直是这一品牌在中国业务的掌舵人，带领品牌迈过了千店里程碑，打造了“咖啡+暖食”的差异化定位，也逐步开放加盟。
据《每日经济新闻》记者了解，张国华拥有逾20年领导中国大型消费品企业的经验，是快消行业的一位老将。
此外，Tims天好中国披露的2026年一季报显示，公司单季度亏损超过1亿元，门店规模较去年末收缩超过20家，同店销售额下滑幅度也在扩大。
而从中国连锁现制咖啡市场的整体竞争来看，外资与本土品牌混战，价格、产品、商业模式等方面的竞争越来越激烈。在此背景下，张国华能给Tims天好中国带来什么，成为关注焦点。
门店收缩，告别初创探索阶段？
财报显示，2026年第一季度，Tims天好中国实现总收入2.57亿元，同比下降14.6%，净亏损为1.09亿元，较去年同期亏损扩大。在6月9日召开的财报电话会上，Tims天好中国首席财务官李东表示，收入下滑的主要原因是公司关停部分业绩不佳的直营门店，叠加门店同店销售额下滑。
《每日经济新闻》记者查阅公司财报了解到，截至2026年一季度末，Tims天好中国的门店数量为1026家，较去年末减少21家。
在上述财报电话会上，卢永臣表示：“业绩不佳门店的相关梳理工作，预计将在2026年第二季度收尾，此后公司将恢复门店净新增扩张。”对于同店销售额下滑幅度扩大，卢永臣则将其归因为外卖平台大幅缩减补贴，以及公司主动收紧营销投放、减少优惠活动。
“我们预计，第二季度同店销售表现将有所好转，全年后续季度的业绩也会稳步改善。”在回答分析师提问时，卢永臣如是回应同店销售额的未来走势。
此外，卢永臣还表示，早期门店为打造品牌，多为大店模式，租金成本占比偏高，2024年、2025年及2026年新开设的门店，租金结构更为合理。
而就在6月9日，Tims天好中国宣布，卢永臣升任集团主席，张国华接任首席执行官一职，该项任命将于2026年6月15日起生效。
“按门店数量计算，中国已成为Tim Hortons全球体系中最大的国际市场。Tims天好中国也告别初创探索阶段，迈入高质量增长新阶段。”卢永臣在上述财报电话会上曾如是表示。
在卢永臣掌舵Tims天好中国的这些年，国内现制咖啡市场竞争越来越激烈，公司面对瑞幸、库迪等品牌的价格冲击，外卖平台的补贴大战冲击，承受博裕资本、大钲资本等的资本入局压力，以及古茗、蜜雪冰城等新茶饮品牌的跨界压力。
在上述财报电话会上回应分析师提问时，卢永臣曾坦言，当下，茶饮玩家进入咖啡领域的积极性比以往更高，而且产品价格非常低，但他也强调了Tims天好中国独有的“咖啡+暖食”商业模式。
On June 9th, chain coffee brand Tim Hortons China (hereinafter referred to as Tim Hortons China) announced that in order to match the company's medium and long-term strategic development plan and make management adjustments, former CEO Lu Yongchen has been promoted to Chairman of the Group, and Zhang Guohua has taken over as CEO, responsible for the overall operation of the Group and the implementation of board strategies and policies. At the same time, the company plans to issue a new senior secured convertible bond with a maximum principal amount of 55 million US dollars (approximately 372 million yuan), aiming to further expand its store network and meet the operating capital and expenses needs of the company and its subsidiaries.
Public information shows that in 2019, Tim Hortons, a coffee chain brand founded in Canada, opened its first store in China. Lu Yongchen has always been the leader of the brand's business in China, leading the brand to overcome the milestone of thousands of stores, creating a differentiated positioning of "coffee+warm food", and gradually opening up franchising.
According to a reporter from the Daily Economic News, Zhang Guohua has over 20 years of experience leading large consumer goods enterprises in China and is a veteran in the fast-moving consumer goods industry.
In addition, the 2026 first quarter report disclosed by Tims China shows that the company incurred a loss of over 100 million yuan in a single quarter, and the size of its stores shrank by more than 20 compared to the end of last year. The decline in same store sales is also expanding.
From the overall competition in the Chinese chain freshly brewed coffee market, foreign investment and local brands are in a fierce battle, with increasingly fierce competition in terms of price, products, business models, and other aspects. In this context, what Zhang Guohua can bring to Tims Tianhao China has become the focus of attention.
Store contraction, bidding farewell to the initial exploration stage?
According to the financial report, in the first quarter of 2026, Tims Tianhao China achieved a total revenue of 257 million yuan, a year-on-year decrease of 14.6%, and a net loss of 109 million yuan, expanding its losses compared to the same period last year. At the financial conference call held on June 9th, Li Dong, Chief Financial Officer of Tims Tianhao China, stated that the main reason for the decline in revenue was the closure of some underperforming direct operated stores, coupled with a decline in same store sales.
According to the company's financial report, as of the end of the first quarter of 2026, Tims Tianhao China had 1026 stores, a decrease of 21 from the end of last year.
At the aforementioned earnings conference call, Lu Yongchen stated, "The relevant sorting work for underperforming stores is expected to end in the second quarter of 2026, after which the company will resume net new store expansion." Regarding the widening decline in same store sales, Lu Yongchen attributed it to the significant reduction of subsidies by external sales platforms and the company's proactive tightening of marketing investment and reduction of promotional activities.
We expect that same store sales performance will improve in the second quarter and steadily improve in the following quarters of the year, "Lu Yongchen responded to analysts' questions regarding the future trend of same store sales.
In addition, Lu Yongchen also stated that in the early days, stores were mostly large stores to build their brand, and the rental cost accounted for a relatively high proportion. The rental structure for newly opened stores in 2024, 2025, and 2026 is more reasonable.
On June 9th, Tims Tianhao China announced that Lu Yongchen had been promoted to Chairman of the Group and Zhang Guohua had taken over as CEO. The appointment will take effect on June 15th, 2026.
According to the number of stores, China has become the largest international market in Tim Hortons' global system. Tims Tianhao China has also bid farewell to the initial exploration stage and entered a new stage of high-quality growth. ”Lu Yongchen stated during the aforementioned financial report conference call.
In the years under the leadership of Lu Yongchen at Tims Tianhao China, the competition in the domestic freshly brewed coffee market has become increasingly fierce. The company is facing price shocks from brands such as Luckin Coffee and Kudi, subsidy wars from food delivery platforms, capital entry pressure from companies such as Boyu Capital and Dazheng Capital, as well as cross-border pressure from new tea beverage brands such as Guming and Meixue Bingcheng.
In response to analysts' questions during the aforementioned earnings conference call, Lu Yongchen admitted that tea drinkers are more enthusiastic about entering the coffee industry than ever before, and the product prices are very low. However, he also emphasized Tims' unique "coffee+warm food" business model in China.