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 38 years, Second Cup has expanded globally to over over 22 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 22 regions, including:  Abu Dhabi, Azerbaijan, Cyprus, Dubai, Egypt, Iraq, Jordan, Kuwait, Kurdistan, Lebanon, Libya, Morocco, Oman, Pakistan, Qatar, Romania, Saudi Arabia, Sharjah, Syria, Taiwan and in two regions in the USA. 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 premium coffees, specialty beverages, frozen yogurt, 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.