The Second Cup Coffee Company
- Company typePrivate
- Founded1975
- HeadquartersToronto, Canada
- Headcount101–250
- GTM typeB2C
- OfferingServices
The Second Cup Coffee Company firmographics
Firmographics- Name
- The Second Cup Coffee Company
- Legal name
- The Second Cup Coffee Company Inc.
- Website
- https://mysecondcup.com
- Company type
- Private
- Founded year
- 1975
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
The Second Cup Coffee Company industry classification
Industry- Product category
- Specialty Coffee and Cafe Services
- NAICS
- Snack and Nonalcoholic Beverage Bars (722515), Coffee and Tea Manufacturing (31192)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812), Beverages (2080)
- akta.pro primary industry
- Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA)
- akta.pro secondary industries
- Coffee Chains & Franchise Cafes (THAFADAB), Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)
Keywords
Where The Second Cup Coffee Company is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
The Second Cup Coffee Company business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain
Revenue model
- Franchise Fees and Royalties: Second Cup generates revenue through franchise partnership agreements with regional master franchisees who pay fees to access the brand, training, business model, and ongoing support. Franchisees operate individual cafe locations and pay ongoing royalties based on sales.
- Retail Cafe Operations: Revenue from direct retail coffee, specialty beverages, teas, food items, and frozen yogurt sold at franchise and company-operated cafe locations across 20+ countries worldwide.
Go-to-market motion1 record
Distribution channels6 records
Marketing channels8 records
The Second Cup Coffee Company product offering
Product offeringCore offering
The Second Cup Coffee Company operates a global premium specialty cafe chain selling espresso-based beverages, drip coffee, organic teas, chilled drinks, frozen yogurt, and fresh food through 180+ franchise-operated cafes in 20+ countries. The company monetizes primarily through master franchise agreements with regional operators who pay licensing fees and ongoing royalties, supplemented by direct retail sales of coffee, food, and merchandise at cafe locations, and a proprietary Primo Rewards loyalty mobile app used for ordering, points accumulation, and personalized offers.
Product overview
The Second Cup Coffee Company operates a global premium specialty café chain offering a diverse product portfolio built around its core café experience. The primary offering is the Second Cup Café experience providing espresso-based beverages (Café Latte, Cappuccino, Flat White, Americano, Caramel Corretto, Hazelnut Latte, Vanilla Bean Latte), espresso shots, hot chocolates, organic teas, and cold drinks (coffee chillers, fruit chillers, tea chillers, Italian sodas, frozen yogurts, parfaits, frozen chocolates). Supporting products include sustainable and organic retail coffee beans. The company also operates the Primo Rewards loyalty app (mobile application for points, ordering, and personalized offers) and a Foodista fresh food program with dedicated stations for breakfast, lunch, and snacks across Café Bistro and Bakery Café formats. Seasonal limited-edition collections (Hello Sweet Summer, Winter Wonders, Seasons a GO-GO, Spring Forward) drive promotional campaigns alongside a franchise partnership program offering multiple café format options. The business operates via an international franchising model spanning over 20 countries.
Differentiator
Problem solved
Functional benefit
Brands
- Primo Rewards: Loyalty rewards mobile application launched in 2022 providing personalized offers, exclusive benefits, and convenient ordering. Reached 250,000 members by March 2024 with plans to expand globally.
Products and services
- Second Cup Cafe Experience Premium specialty cafe experience offering coffee, espresso-based beverages, teas, specialty drinks, frozen yogurt, and fresh food in a welcoming home-away-from-home environment for individual consumers.
- Hot Handcrafted Beverages Hot crafted beverages including espresso-based drinks (Cafe Latte, Cappuccino, Flat White, Americano, Caramel Corretto, Hazelnut Latte, Vanilla Bean Latte, Moccaccino, White Mocca), espresso shots (Espresso Forte, Espresso Velutato, Con Panna, Espresso Macchiato), tea lattes (Chai Latte, London Fog, Green Tea Latte), and hot chocolates (Classic, White, Dark, Vanilla Bean, Cookies & Cream, Maple).
- Chilled Favourites Cold beverage category including coffee chillers (Icepresso, Chillatte, Caramel Corretto, Mocca), frozen chocolates (Creamy, Vanilla Bean, Dark, White, Maple White), tea chillers (Chai, Green Tea, Berry, Citrus), fruit chillers (Banana, Wildberry, Mango, Peach, Strawberry), and Italian sodas (Strawberry, Peach, Raspberry, Blueberry, Passionfruit).
- Signature Coffee & Teas Sustainable retail coffee and tea offerings including dark roast espresso (Espresso Forte), medium-dark roast (Espresso Velutato), decaf variants, and origin coffees (Paradiso Dark/Medium, Sumatra Mandheling, La Minita Tarrazu, Colombia San Agustin, Brazil Fazenda Formosa). Flavored coffees (Caramelo, French Vanilla, Hazelnut Cream) and Organic Cuzco coffee. Organic teas include English Breakfast, Jasmine Green, Chai, Chamomile, Earl Grey, Moroccan Mint Green, Tropical Green, Cardamom Assam.
- Frozen Yogurt & Parfaits Frozen yogurt and shake offerings including Caramel, Chocolate, and Strawberry shakes, plus Mixed Berry Fusion Parfait and Cookies & Cream Parfait.
- Foodista Fresh Food Program Fresh food preparation program with dedicated Foodista stations offering freshly made breakfast, lunch, dinner, and snacks. Includes Cafe Bistro and Bakery Cafe formats with theatre-style food preparation visible to guests.
- Franchise Partnership Program International master franchise opportunity offering six cafe format options (Cart, Standard, Kiosk, Flagship, Express, Grand) targeting various locations including malls, office towers, campuses, transportation hubs, and entertainment complexes. Includes comprehensive training, proven business model, supply chain management, and global network support for master franchisees.
Quantifiable outcome
- Reached 250,000 members on Primo Rewards loyalty app within approximately 2 years of launch (mid-2022 to March 2024)
- +2 more outcomes
Companies that use The Second Cup Coffee Company
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
The Second Cup Coffee Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
The Second Cup Coffee Company partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- AWAM Developers LtdcoreAWAM Developers Ltd, a leading real estate and business development firm in Kenya, partnered with Second Cup through a Master Franchise Agreement to bring the Canadian cafe brand to Kenya. The first flagship cafe is scheduled to open in Mombasa in late fall 2025, followed by a second location in Nairobi. AWAM Developers is committed to nationwide growth with a long-term vision for building a robust network of Second Cup cafes across Kenya, creating jobs and fostering economic growth in the hospitality sector.
- UK Master Franchisee (Seeking)coreSecond Cup announced it is open to receiving proposals for the Master Franchise opportunity in the United Kingdom. The ideal partner will have exclusive rights to develop and operate Second Cup coffeehouses across the UK while ensuring exceptional customer service and driving growth.
- Maximum StorescoreMaximum Stores, led by CEO Yahya Ghamdan and COO Hany Said, serves as the Master Franchisee for Second Cup in Egypt. The partnership has achieved remarkable growth with locations in Cairo, New Cairo, Giza, and Tanta. Second Cup is recognized as a beloved brand in the Egyptian coffee market with significant customer demand and expanding customer base.
- USA Franchise Partners (Seeking)coreSecond Cup is actively seeking franchise partners to expand its presence in the USA market. The company offers comprehensive training, proven business model, strong brand recognition, and ongoing support for partners who share Second Cup's values and vision for quality, sustainability, and ethical sourcing.
- water.orgminorSecond Cup supports water.org as one of its primary charitable partners. Water.org's mission is to ensure everyone has access to safe water and sanitation through microfinancing solutions via their WaterCredit Initiative. The organization teaches, trains, and guides local microfinance institutions to provide loans for clean water access.
- Trees for the FutureminorSecond Cup supports Trees for the Future, which helps farmers through their 4-year Forest Garden Approach training program. The program helps farmers plant thousands of trees to restore soil, grow diverse fruits and vegetables, capture carbon, increase biodiversity, and end hunger and poverty.
- Bin Mirza International (Oman)coreBin Mirza International, managed by Hani Bin Mirza and Marketing Director Jannat Shafaei, has operated Second Cup Oman since 2004 and won three Second Cup Global Awards in 2020: Franchise Partner of the Year, Sustainability & Community Award, and Lifetime Achievement. With five outlets across Muscat, Second Cup Oman was the first globally to implement coffee ground recycling and introduce biodegradable straws.
- Sustainability Accounting Standards Board (SASB)minorSecond Cup partnered with SASB to guide its sustainability transformation as part of the Vision 21 strategic plan. SASB provides reporting standards enabling Second Cup to identify, manage, and communicate financially material sustainability information across dimensions including Environment, Social Capital, Human Capital, Business Model & Innovation, and Leadership & Governance.
- High Commission of CanadaminorSecond Cup Pakistan partners with the High Commission of Canada for the Canvas for Change program, which empowers women by creating canvas bags sold in Second Cup cafes across Pakistan. The program supports women's economic empowerment through sustainable product creation.
- S&H North Station Coffee Inc. (Boston)minorManny Patel of S&H North Station Coffee Inc. is the master franchisee for Second Cup's first New England cafe on Causeway Street in Boston's North End, conveniently located across from TD Garden and North Station. The 1,000 sq. ft. cafe seats 23 guests and partners with local suppliers including Rita's Catering, Pain D'Avignon, and Sweet Tooth Boston.
- Anne Aziz (Finland)minorAnne Aziz is the franchise partner who opened Second Cup's first Baltic cafe in Helsinki, Finland. Located in the Kampi neighborhood city center, the 1,500 sq. ft. cafe introduced Second Cup's premium Rainforest Alliance coffee and Canadian cafe culture to Finnish coffee lovers.
- SAS Z Coffee Shop (SASZ)coreSASZ, headed by Nabil Zahra, signed an agreement to become the franchise partner for France, marking Second Cup's 32nd country agreement. The first location opened in Lyon at the historic Grand Hotel-Dieu complex in Spring 2018. The partnership represents Second Cup's strategy to expand into the European Union.
- Project WaterfallminorSecond Cup UK participated in UK Coffee Week 2017, fundraising for Project Waterfall which benefits women and families globally with access to clean water. Second Cup donated proceeds from all coffee beverages sold during the week and from their sponsored Snapchat Geofilter usage.
Scale indicators6 records
Recent moves12 records
Expansion highlights5 records
The Second Cup Coffee Company competitors and assessment
Company assessmentEmerging players
- Café Coffee Day: India's largest cafe chain with extensive emerging-market cafe operations. Comparable in international expansion ambition from an emerging-market home base and similar franchise/store mix targeting premium coffee consumers.
Direct peers
- Gloria Jean's Coffees: US-founded global specialty coffee franchise operating in 40+ countries via master franchisees. Highly comparable as a franchise-led specialty coffee brand with similar international footprint and target customer profile.
- Caffè Nero: UK-headquartered independent specialty coffee chain operating cafes across the UK, Europe, and the Middle East. Comparable in premium positioning, European/Middle Eastern footprint overlap, and espresso-focused menu.
- Tim Hortons: Canadian-headquartered coffee and donut chain with dominant Canadian market share and international expansion (including Middle East). Competes head-to-head with Second Cup in the Canadian home market and is a key reference point for franchise-based coffee expansion.
- Costa Coffee: UK-born global coffee chain operating through franchise and licensed models in 30+ countries. Closely comparable in international franchise-led expansion strategy and product mix (espresso-based beverages and food).
- The Coffee Bean & Tea Leaf: Premium specialty coffee and tea chain with international franchise operations across Asia, Middle East, and the US. Comparable product breadth (espresso, teas, chillers) and franchise distribution model.
- Starbucks: The world's largest specialty coffee chain. Operates a similar premium cafe model with espresso-based beverages, loyalty program (Stars), and global franchise/licensed store strategy. Directly comparable in product category and customer base.
Broad incumbents
- Lavazza: Italian-founded global coffee company with significant cafe operations (including through Esperienza by Lavazza), retail coffee bean sales, and foodservice distribution. Comparable as a premium coffee brand with both cafe and packaged product offerings.
- McCafé (McDonald's): Global coffee program operated within McDonald's restaurants across 100+ markets. Comparable as a high-volume specialty coffee competitor offering espresso-based beverages at scale, particularly relevant in Second Cup's emerging markets.
Regional players
- Blenz Coffee: Canadian specialty coffee chain headquartered in Vancouver, operating cafes across Western Canada. Directly comparable as a Canadian-headquartered specialty coffee competitor with similar menu focus on premium espresso-based drinks.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
The Second Cup Coffee Company social profiles
Digital presenceThe Second Cup Coffee Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Second Cup Coffee Company leadership team
Management profileNumber of profiles
Profiles2 records
The Second Cup Coffee Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Second Cup Coffee Company M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Second Cup Coffee Company
What does The Second Cup Coffee Company do?
The Second Cup Coffee Company operates a global premium specialty cafe chain selling espresso-based beverages, drip coffee, organic teas, chilled drinks, frozen yogurt, and fresh food through 180+ franchise-operated cafes in 20+ countries. The company monetizes primarily through master franchise agreements with regional operators who pay licensing fees and ongoing royalties, supplemented by direct retail sales of coffee, food, and merchandise at cafe locations, and a proprietary Primo Rewards loyalty mobile app used for ordering, points accumulation, and personalized offers.
Is The Second Cup Coffee Company a public or private company?
The Second Cup Coffee Company is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Second Cup Coffee Company founded?
The Second Cup Coffee Company was founded in 1975. It employs 101 to 250 people.
Where is The Second Cup Coffee Company based?
The Second Cup Coffee Company is headquartered in Toronto, Canada, in the North America region.
How does The Second Cup Coffee Company make money?
Two revenue lines are on record. Franchise Fees and Royalties are the primary driver. The others are retail Cafe Operations.
Who are The Second Cup Coffee Company's main competitors?
Café Coffee Day is listed as an emerging player. Direct peers are Gloria Jean's Coffees, Caffè Nero, Tim Hortons, Costa Coffee, The Coffee Bean & Tea Leaf and Starbucks. Broad incumbents are Lavazza and McCafé (McDonald's). Blenz Coffee is listed as a regional player.
Does The Second Cup Coffee Company have an API?
No public API is recorded for The Second Cup Coffee Company.
What industry is The Second Cup Coffee Company in?
The Second Cup Coffee Company's product category is Specialty Coffee and Cafe Services. Its primary akta.pro industry code is THAFADAA, Specialty Coffee Shops (Single-Origin, Third-Wave), with a secondary code of THAFADAB, Coffee Chains & Franchise Cafes. Its NAICS code is 722515 and its SIC code is 5810.