Our Vision & Mission
Our Vision is to be a leading global Premium Café Brand. Our mission is to continuously grow through innovation and dedication to excellence. Second Cup is committed to always deliver a premium café experience. 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 42 years, Second Cup has expanded globally to over 44 regions in 33 countries. 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 all over the world. 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. The Second Cup Coffee Company Inc., a privately owned Canadian company, owns and operates the Second Cup international global trademarks. 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 are proud that all our coffees are Rainforest Alliance Certified(c) 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 premium coffees, specialty beverages, frozen yogurt, cold pressed fresh juices, complementary foods and merchandise items.
Sophisticated Premium Café is how we define our ambiance. 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 a relaxed atmosphere. However, this is not an ordinary café. Second Cup is anchored by the barista station where our experienced baristas create premium coffee and specialty beverages which proudly define our reason for being.
Second Cup café is a place that consistently delivers comfort and luxury, and never disappoints. It is where our customers go when they want to indulge in a special treat or take some time to reconnect. A warm glow draws guests in, and once inside, the rich aroma of freshly brewed coffee takes over the senses. In an atmosphere of affordable luxury we create a sense of belongingness and connection. Our guests feels relaxed, rewarded and appreciated by people who are committed to caring.