Story
This journey from a small grocery store in Vancouver to a leading national brand is more than just a business success story—it’s a testament to the power of vision and cultural connection.
The Humble Beginnings: A Vision Rooted in Community
In 1993, Cindy Lee, an immigrant from Taiwan, opened the first T&T Supermarket in Burnaby, British Columbia. Driven by a desire to provide authentic Asian products to the growing Asian-Canadian community, Cindy’s vision was simple yet profound: to create a shopping experience that reflected the richness of Asian culture while offering the convenience of a modern supermarket. The store was named after her two daughters, Tina and Tiffany, symbolizing the family’s deep personal connection to the business.
What set T&T apart from the beginning was its unwavering commitment to quality and authenticity. Cindy knew that her customers, many of whom were immigrants like herself, craved the flavours and products of their homelands. T&T became the bridge that connected them to those familiar tastes, offering everything from fresh produce and live seafood to specialized Asian snacks and household goods.
Building a National Brand: The Values Behind the Growth
T&T’s rapid expansion across Canada in the late 1990s and early 2000s wasn’t just about opening more stores—it was about staying true to the values that Cindy had instilled from the start. Each new location was thoughtfully placed in communities with significant Asian populations, ensuring that T&T could meet the specific needs of its customers. But it wasn’t just about serving Asian-Canadian communities; T&T’s appeal quickly broadened as more Canadians discovered the diversity and quality of products it offered.
By the time Loblaw Companies Ltd. acquired T&T in 2009 for $225 million, the supermarket chain had established itself as a leader in the Asian grocery market, with a strong and loyal customer base. Under Loblaw’s ownership, T&T continued to thrive; Each store maintained the same high standards for quality and authenticity, reinforcing T&T’s reputation as a trusted brand.
Breaking New Ground: Entering the U.S. Market
With 33 stores across Canada, including flagship locations in major cities like Vancouver, Toronto, and Montreal, T&T had become a household name for many Canadians. But the story didn’t end there. In 2023, T&T announced its first foray into the U.S. market, beginning with a store in Bellevue, Washington. This marked a significant milestone for the brand, which had long been focused on its Canadian operations.
The Bellevue store, located in a former Walmart site, was carefully chosen for its location in a community with a growing demand for authentic Asian products. However, the journey wasn’t without its challenges. The opening of the Bellevue store was delayed due to supply chain issues, including a backorder on a critical electrical panel. Despite these setbacks, T&T remained committed to its U.S. expansion.
In early 2024, T&T announced plans for a second store in the Seattle area, also expected to open by the summer of 2025. The most recent and exciting development in T&T’s expansion journey is the announcement of a third U.S. store, this time in San Jose, California. Set to open by the fall of 2025, this 55,000-square-foot store will be located in the Westgate Centre, a site previously occupied by Walmart. The brand’s strategy was clear: to establish a strong presence in the Pacific Northwest, where there was a significant and growing Asian-American population.
Innovating to Serve: A Customer-Centric Approach
One of the key factors behind T&T’s success has been its ability to innovate while staying true to its roots. T&T’s stores are designed to offer a unique shopping experience, blending traditional market elements with modern conveniences. From fresh bakery sections offering Asian pastries to live seafood counters where customers can select their fish, T&T’s stores are more than just places to shop—they’re cultural hubs where the community gathers.
T&T has also been a pioneer in offering a wide range of ready-to-eat meals and snacks, catering to the busy lifestyles of its customers. Whether it’s freshly made sushi, Chinese crepes, or hot food bars offering popular Asian street foods, T&T has consistently introduced new products that resonate with its customers.
Achievements in Market Share: A Leader in Asian Groceries
T&T’s dedication to its values and its customers has translated into impressive market share gains over the years. The supermarket chain has become the largest Asian grocery retailer in Canada, serving millions of customers annually. In 2022, T&T’s revenue was estimated to exceed $500 million—a testament to its strong position in the market.
What’s particularly noteworthy is T&T’s ability to compete with much larger supermarket chains like Walmart and Costco. While these giants dominate the overall grocery market, T&T has carved out a significant niche, offering products and experiences that simply can’t be found elsewhere. For many customers, T&T isn’t just a grocery store—it’s a vital connection to their culture and heritage.
Looking Ahead: Continuing the Legacy
As T&T continues to grow and expand in Canada and the U.S., the brand remains committed to the values that have driven its success. Under the leadership of Tina Lee, Cindy’s daughter, T&T is poised to build on its legacy, bringing the flavours and traditions of Asia to even more communities.
T&T’s journey from a single store in Vancouver to a thriving national brand is a story of vision, hard work, and the power of staying true to your roots. As the brand continues to expand, it’s clear that T&T is not just about selling groceries—it’s about celebrating culture, fostering community, and creating connections that last a lifetime.
Until next time, happy shopping and stay tuned for more inspiring stories!
P.S. Let me know what you think at info@loonietales.com
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