Second Cup

Second Cup Coffee Co.
Public (TSX: SCU)
Industry Coffee
Founded 1975 (1975) in Toronto, Ontario, Canada
Headquarters Mississauga, Ontario, Canada
Key people
 Alix Box (President & CEO)
Jim Ragas (President - International)
Barbara Mallon (CFO)
Chris Sonnen (Vice President, Coffee Excellence)
Vanda Provato (Vice President, Marketing & Category)
Audra Wosik (Vice President, Franchising)
Dean Michaels (Vice President, Development)
Ted Tai ( Vice President, Operations)
Products
  • Coffee beverages
  • smoothies
  • tea
  • baked goods
  • sandwiches
Revenue Increase CAN$28.17 million (2014)[1]
Decrease -CAN$30.90 million (2014)[1]
Decrease -CAN$27.03 million (2014)[1]
Total assets CAN$53.45 million (2014)[1]
Total equity CAN$25.00 million (2014)[1]
Website www.secondcup.com
A Second Cup café on Bloor West, Toronto.
A Raspberry Tea Chiller and White Chocolate Chiller at Second Cup.

Second Cup Coffee Co. is a Canadian specialty coffee retailer operating more than 300 cafes across the country.[2] Its headquarters are in Mississauga, Ontario.[3] Its stores sell hot and cold beverages, pastries, snacks, pre-packaged food items, hot and cold sandwiches, and drinkware including mugs and tumblers. Second Cup sales continue to compete with Starbucks, Tim Hortons and McDonald's, which also feature espresso-based specialty drinks.

Since its inception, Second Cup has expanded its franchises to the United States, Morocco, Saudi Arabia, Bahrain, Kuwait, Oman, Qatar, Lebanon, Jordan, Egypt, the United Arab Emirates, Iraq, Syria, Yemen, Cyprus, Azerbaijan, Angola, Lithuania,[4] and Romania. It also opened a store in Pakistan in 2013, in the United Kingdom in 2014, in the Philippines in 2015, and in Poland in 2016.

Tassimo Second Cup beverages were launched on September 13, 2012.[5] Tassimo T65 are now sold at every Second Cup location.

History

Pier Six Second Cup at Queens Quay

Second Cup was founded in 1975 by Tom Culligan and Frank O'Dea. Culligan eventually purchased O'Dea's shares. After building it to a 150-store chain, he sold it in 1988 to Michael Bregman.

As Chairman and CEO, Khalil Al Gawad took Second Cup public in 1993 and in 2002, sold the company to Cara Operations Limited.[6]

On November 16, 2006, Cara sold it to Dinecorp Hospitality, which was controlled by former Cara CEO Gabe Tsampalieros, who became chairman of Second Cup. Tsampalieros died on March 11, 2009.[7] The trademark rights were subsequently split between Canada (The Second Cup Ltd.) and international (The Second Cup Coffee Company Inc.). Stacey Mowbray lead the Canadian company and Jim Ragas leads the international company.[8]Stacey Mowbrey, Second Cup CEO from 2008-2014, claims that Second Cup is in “growth mode.”[9] One of her goals is to obtain environmental and fair trade certifications for every coffee blend on the Second Cup menu.

Second Cup was featured in an episode of Undercover Boss (Canadian TV series) which aired on Thursday, March 5, 2012 at 9PM on the W Network.[10] The episode is under CEO Stacey Mowbray’s direction. She demonstrates her effort to inspire change from the perspective of her frontline employees, and promote Second Cup’s image as a company that cares and provides the best café experience.

Alix Box has been Chief Executive Officer and President at The Second Cup Ltd. since February 24, 2014 [11]

Second Cup coffee

Coffee bean production

All Second Cup coffee is selectively hand picked. During the harvesting process, Second Cup accepts two methods of coffee cherry processing to separate the coffee bean from the cherry. The first process is called Dry / Unwashed. The cherries are sun dried and then milled to remove the outside layers. The resulting coffee has greater body and less acidity. The second process is called Wet / Washed. The seeds are squished out from the skin of the cherry. The seeds are then soaked in a fermentation tank to remove the outside layers. The resulting coffee is consistent and more acidic.

In the coffee roasting process, Second Cup uses batch roasting, which is when small batches of 100–200 kg of seeds are placed in individual roasters. This method ensures higher quality control compared to other methods such as continuous roasting.[12]

Coffee bean regions

Second Cup’s coffee portfolio consists of five different categories organized by region and whether there is added flavor. The categories are called: Africa, Asia-Pacific, Latin America, Multi-Region, and Flavored. Second Cup receives coffee blends from a wide range of countries.

Panama is Central America’s smallest coffee-growing country, and Second Cup’s El Toucan blend is harvested from the volcanic mountain of Panama. Colombia has 12% of the world’s coffee supply and is where Second Cup gets its San Agustin blend from. Second Cup’s Fazenda Vista Alegre blend is from Brazil.[12]

Rainforest Alliance

The Rainforest Alliance is an international non-profit organization that works to conserve biodiversity and promote the fair treatment of workers. Rainforest Alliance Certified coffee farms must meet standards that include the protection of farms, soils, waterways, and wildlife; the workers are in safe working conditions; and the workers enjoy good housing, medical care, and access to schools for their children.[13][14] 80% of Second Cup coffees are Rainforest Alliance Certified. CEO Stacey Mowbrey’s goal is to obtain environmental and fair trade certifications for every blend on Second Cup’s menu.[9] The following certifications will allow this goal to be reached.

As of fall 2011, Second Cup offers 10 Whole Leaf Tea Blends and Herbal Tisanes that are Fair Trade Certified.[15] These include: Earl Grey tea, English breakfast tea, English Breakfast Decaffeinated, Green Tea, Jasmine tea, Chai tea, Wildberry, Chamomile tea, Mint tea, and Holiday Blend.

Second Cup firebombing incident

In 2001, Rhéal Mathieu, a member of Front de libération du Québec (FLQ) who in 1967 was sentenced to nine years in prison for terrorist activities including murder, was convicted of firebombing three Second Cup locations in Montreal. Mathieu targeted them because of the company's use of its incorporated English name "Second Cup." After the media coverage of the fire bombings, many Second Cup locations in Quebec changed their signs to Les cafés Second Cup.[16][17]

See also

References

  1. 1 2 3 4 5 "Second Cup Annual Report 2014" (PDF). Second Cup.
  2. ↑ "Franchising" on official website
  3. ↑ "Contact Us." Second Cup. Retrieved on September 13, 2011. "MAILING ADDRESS: Second Cup Ltd. 6303 Airport Road Mississauga, Ontario L4V 1R8" and "6303 Airport Road, 2nd Floor"
  4. ↑ Canada's Second Cup opens first café in Lithuania
  5. ↑ "Tassimo Launch « Second Cup". Secondcup.com. Retrieved 2014-02-25.
  6. ↑ "Board of Directors". Ideaca. Retrieved November 18, 2011.
  7. ↑ "CEO Gabe Tsampalieros dies at age 61 following illness". The Star. Toronto. March 12, 2009.
  8. ↑ "The Second Cup Ltd. Announces Organizational Change". CNW Group. January 28, 2011. Retrieved November 18, 2011.
  9. 1 2 "Second wind for Second Cup?". Canadian Business. 2011-04-25. Retrieved 2014-02-25.
  10. ↑ "Shows". W Network. 1970-01-01. Retrieved 2014-02-25.
  11. ↑ http://investing.businessweek.com/research/stocks/people/person.asp?personId=257368256&ticker=SCU:CN. Missing or empty |title= (help)
  12. 1 2 "« Second Cup". Secondcup.com. Retrieved 2014-02-25.
  13. ↑ "Home". Rainforest Alliance. Retrieved 2014-02-25.
  14. ↑ Tim Hortons (2013-06-30). "Corporate Profile". Tim Hortons. Retrieved 2014-02-25.
  15. ↑ "Our Responsibility « Second Cup". Secondcup.com. Retrieved 2014-02-25.
  16. ↑ "Second Cup bomber jailed". CBC News. July 6, 2001. Retrieved November 18, 2011.
  17. ↑ Banerjee, Sidhartha (October 18, 2007). "Second Cup to review Quebec signs after outcry". The Canadian Press. thestar.com. Retrieved November 18, 2011.
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