Want some congee or matcha with that double-double?

The president of Tim Hortons says a plan to conquer a crowded Chinese coffee market hinges on tailoring its menu to local habits and tastes — including offering congee and matcha alongside signature items like double doubles.

Alex Macedo believes the chain’s plan to open 1,500 stores in Asia over the next decade will face lofty competition from a slew of firms who have dominated the market as the continent warms to coffee.

He’s made regular trips to Asia to observe the operations of rival coffee purveyors, including Starbucks, McDonald’s, and Dunkin’ Donuts; Beijing-based startup Luckin Coffee; and U.K. chain Costa Coffee.

“They created an atmosphere that is almost get in and get out, and it is very fast paced,” he said. “We want our team members to be the most welcoming staff in China,” said Macedo.

The company ’s coffee has proven popular in early overseas testing, he said, as have the iced cappuccino drinks. They will be featured on the menu alongside products featuring matcha — a tea-based powder that comes in a bright green hue and is a perennial favourite in Asia.

The food menu will reflect local preferences, he said, adding the company has noticed Chinese consumers don’t eat baked goods or doughnuts as often as Canadians.

A completely local breakfast and lunch menu will feature Asianstyle rice porridge called congee.