About Second Cup International
Second Cup International is an entrepreneurial, franchisee-focused and driven organization with growth as its cornerstone. We are committed to growing both personally and in our businesses. Our concept and focus allows us to be differentiated from others who may be more prominent and corporately driven.
Our Vision & Mission
Our Vision is to be recognized and rewarded as a leading global Premium Café Brand. Our mission is to be the best café / coffee business as measured by customer preference, growth in units and regions.
Second Cup started in specialty coffee retailing in Toronto, Canada in 1975 and since then has grown our offerings to better serve our Second Cup café guests. Over the past 37 years, Second Cup has expanded globally to over 430 cafés in over 18 regions. Our first Second Cup International Regional Franchise was established in 2003 in Dubai, and we continue to be a second home to tens of thousands of discerning guests every day in over 18 regions. Bahrain, Egypt, Jordan, Kuwait, Oman, Qatar, Saudi Arabia, Syria, Dubai, Abu Dhabi, Wisconsin and Florida USA, Cyprus, Lebanon, Romania, Morocco, Kurdistan, Taiwan and Agerbaijan.
Second Cup's reputation and brand recognition continue to expand globally with an intense presence in the Middle East and Canada. Our Franchise Partners operators are committed to serving the best coffees in the world in an inviting atmosphere with uncompromising standards of customer service, product quality and freshness.
As one of the longest and most established specialty coffee retailers, with an existing and fast growing international presence, we are well positioned to expand the Second Cup experience throughout the rest of the world and make Second Cup a respected global brand. We will continue to build upon our proven model of growth through local Regional Franchise partners.
In November 2006, The Second Cup Coffee Company Inc., a privately owned Canadian company, of Mississauga, Ontario, Canada, purchased the Second Cup international trademarks and operates through its Second Cup International Division. The Second Cup Ltd., a publicly listed (TSX) company, owns and operates the trademarks in Canada.
A Passion for our Business
At the very core of Second Cup’s success lies the passion for all we do and all we offer to our customers…and starts with the highest quality coffee beans you can buy. Most of the coffee beans we use for our coffees or sell to our customers are exclusive to Second Cup. We search the world looking for the best of the best…from the lush mountains of Costa Rica and Colombia, to the distant lands of Central Africa, to the exotic and enchanting island of Sumatra. Our exclusive coffee supply agreements link us to the ﬁnest estate coffee growers in these, the best coffee growing regions of the world.
A continuing commitment to product development has kept Second Cup relevant and a great investment opportunity. In addition to our cafés, our product line has also grown from simple whole bean coffee to more than 30 premium coffees, specialty beverages, complementary foods and merchandise items.
Premium Global Cafe
For our guests, the utmost in comfort and service underscore the Second Cup experience. Warm, comfortable yet modern and contemporary, rich and textured, familiar yet global create the relaxed atmosphere of our “Premium Global Cafe". Second Cup is anchored by the barista station where our experienced baristas create the premium coffee and specialty beverages which proudly define our reason for being.
Each cafe is uniquely designed to create a warm, inviting feeling in a contemporary setting that maximizes traffic flow and function, and complements the local culture. Our disciplined design and concept allow for modest customization to reflect the local culture and tastes of the host community that it serves.
We are a guest-focused company! We recognize that convenience and comfort are key drivers in hospitality retailing today and we offer the convenience and speed of counter service.