Franchising

Become a part of the Second Cup family

An Introduction

Sitting down to savour a steaming cup of rich, aromatic coffee has delighted people in every corner of the world for centuries. Coffee has inspired poetry, built trading empires and sustained agricultural economies from Costa Rica to Ethiopia.

The best news, of course, is that coffee drinking – and the café experience – is more popular than ever. Coffee houses have become the place to meet with friends and work associates or simply enjoy a few moments of solitude in a comfortable atmosphere.

Having been established as a franchisor for over 42 years in the specialty coffee cafe business we offer our franchise partners experience, innovation and leadership.

Second Cup cafés offer a wide selection of coffees, premium teas, espresso-based beverages, iced beverages, frozen yogurt parfaits and smoothies,  blended drinks and complementary food items such as sandwiches, salads, breakfast items, pastries, cakes, muffins and cookies, all for in-café or take out. We also offer whole bean coffees for home preparation, specialty teas, hot chocolate, frozen yogurt, cold pressed juice, coffee accessories, and coffee-related and seasonal gift items.

We take pride in Second Cup’s well known brand that continues to experience disciplined growth globally with cafes in over 37 regions and 29 countries around the globe. The Second Cup team offers a proven franchise system of passionate people and proven support systems in Operations, Marketing and Development. Our team focuses on ongoing operational involvement and franchisee support. In addition to staying in touch and providing ongoing support, the team works behind the scenes to develop marketing concepts and promotions to enhance the brand image and strengthen the business for each region. The Second Cup International team takes care of every aspect of its café experience for the Franchise Partner, including: interior design, layout, menu, recipes, suppliers, product specifications and marketing.

The consistency and quality of these standards not only create and reinforce our brand, but also ensure that Second Cup café guests have the same experience, at any Second Cup café, each and every time.

Our philosophy is to continually improve our business by revisiting our products, systems and procedures: developing new products and services; improving facilities; sustained training; effective marketing; and more efficient purchasing. Most importantly, Second Cup has a unique understanding of how to bring coffee to people across different cultures, locations and environments. Our team brings forward a passion for coffee and we expect it to be yours too.


Franchising Opportunities

Second Cup International is pursuing expansion opportunities for individuals / firms with a serious interest in developing our successful brand through a multi-unit regional franchise in new regions around the globe. We have set our sights on building upon the successes that we have developed through our Regional Franchisee network. Our commitment is to grow with our Franchise Partners by serving a superior quality coffee and drinks to our guests with service that meets the highest standards in a warm and inviting café atmosphere.

Ideal multi-unit franchisee candidates will have a proven business track record; shared values; an established complementary organization; adequate financial resources and liquidity; and, above all else, a passion and culture for developing and operating the established Second Cup café brand in global market areas. Owning Second Cup cafés is a tremendous opportunity that requires relevant business experience and significant financial commitment.

Our current Second Cup Regional Franchisees are established in many regions of the world. Expansion of our proven and successful business model reaches into 37 regions around the globe. Our successful franchise system has been built through our commitment to service in an ethical environment operating in one of the fastest growing categories in the international beverage marketplace.


Our Strengths

  • A highly respected international brand operating globally in 37 regions and 29 countries around the world.
  • An international leader in specialty coffee and tea
  • A proven design and concept
  • Participating in the fastest growing worldwide consumer category – specialty coffee.
  • Dedicated international resources to support franchise development and growth of the Second Cup brand

Second Cup International provides the following support to each of its Regional Franchises:

  • Highly qualified and experienced people to provide direction and support you in the growth of your business
  • Operations manuals, marketing & public relations support materials
  • International product supply & access to Second Cup international resources
  • Comprehensive training at Second Cup School Of Business®, and online
  • Flexible design concept
  • Proven multi-unit system

Franchise Partner Support

The Second Cup team offers a proven franchise system of passionate people and proven support systems in Operations, Marketing and Development. Our team focuses on ongoing operational involvement and franchisee support. In addition to staying in touch and providing ongoing support, the team works behind the scenes to develop marketing concepts and promotions to enhance the brand image and strengthen the business for each region.

The Second Cup International team takes care of every aspect of its café experience for the Franchise Partner, including: interior design, layout, menu, recipes, suppliers, product specifications and marketing.

The consistency and quality of these standards not only create and reinforce our brand, but also ensure that Second Cup café guests have the same experience, at any Second Cup café, each and every time.  We also pride ourselves on taking into account products that also reflect the local culture and tastes.

Our philosophy is to continually improve our business by revisiting our products, systems and procedures: developing new products and services; improving facilities; sustained training; effective marketing; and more efficient purchasing.


What We Are Looking For

Business-oriented, Regional Multi-unit Franchise partners share our passion for exceptional coffee and enhanced guest service.

Ideally, the Regional Franchise Partner is an owner of a well established medium to large business with a distinguished network of contacts, infrastructure and suitable resources, including the ability to meet established financial criteria. A background includes demonstrated business acumen, leadership and experience in the following:

  • Real estate, leasing and construction
  • People Management, financial concepts and money management
  • Marketing
  • Retail Sales
  • General Management

In addition, a track record of personal and corporate achievement along with proven high ethical and business standards are a must.

Information for Regional Franchise Consideration

Our Regional Franchise Partners take pride in achieving excellence in serving their guests. It is important that you share with us your enthusiasm in this area. You will be expected and encouraged to fulfill our brand promise. Second Cup cafés are known in their market places for providing a comfortable environment and offering individualized service.

We invite you to prepare and submit the Information for Regional Franchise Consideration and the requested additional information set out on the attached document.


Our Selection Process

The Second Cup Regional Franchise Partner process is a multi-step process designed to ensure that potential Regional Franchise Partners are informed, equipped, and trained to run Second Cup cafés successfully. Our selection process is built on years of experience in franchising. Our objective is to get to know you and assess your comfort level in becoming a franchise partner. We are looking for the right “fit” between you and our franchise system.

Stage 1

What is the first step to obtaining a Second Cup Regional Franchise? Fully complete the Information for Regional Franchise Consideration and submit.

Stage 2

Once we have reviewed your application , we will set up an interview to get to know more about you and/or your company.

Stage 3

Assuming the initial application/introduction meets the Second Cup criteria and you are still prepared to move forward, you will be asked to meet with our team in Mississauga, Ontario or through a video conference to discuss in more detail your application and the development plan you envision for the region you are interested in.  You will be asked to sign a confidentiality agreement.

Stage 4

At this stage we expect to receive from you a formal business plan that outlines your development  plan over a ten year period.  We will be happy to provide guidance however you should seriously consider to seek professional advise at this stage.  Once we have agreed on the general terms of the development plan we will then forward to you a letter of intent.  You will be required to provide at this stage the negotiated region fee which is refundable less reasonable expenses, along with the signed letter of intent.  We will then visit the region with you to better understand the development plan and potential sites.

Stage 5

Once you are approved as a regional partner and have signed the letter of intent we will forward copies of our franchise agreement for you and your solicitors to review.  We typically expect the franchise agreement to be signed within 30-60 days of letter of intent signing.

Stage 6

Once we have finalized the Franchise Agreement we will provide you with a final executable Franchise Agreement to sign and return.  A condition of all our Franchise Agreements is that each regional partner must send an approved individual to our “School of Business” training course in Mississauga, and successfully complete the program.  During this time we will also visit the region to review the proposed site locations.

Location is the most important factor in getting into business with your first Second Cup café. Site selection and its development require a substantial commitment of time and expertise on the part of the Regional Franchisee and his organization. Site selection will include at least the following: site location, lease negotiations, design, layout, and Second Cup site approval. Following approval of a site and construction plans, your café can be completed in as little as 90 to 120 days. The whole process can take up to six months.


Questions about franchising?

Information to include when contacting us

Please be sure to include your first name, family name, address (including street, city and country), your region of interest, company name (if any), telephone number, e-mail address, and any other pertinent information

Head Office

The Second Cup Coffee Company Inc.

6303 Airport Rd Suite 103

Mississauga, Ontario, L4V 1R8

Canada

Currently shipping to the US. All prices in US dollars.