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After consolidating presence in Canada and the Middle East, Second Cup is now looking at acquiring a global footprint
BusinessToday Reports

Starting as a shopping mall kiosk selling whole bean coffee in 1975, Second Cup has grown into Canada's largest specialty coffee retailer. The chain has more than 360 cafés across Canada and over 15 cafés in the Middle East. Its product line has grown from whole bean coffee to more than 30 premium coffees, specialty beverages, complementary foods and merchandise items. The company is also looking at gaining a global footprint. After the Middle East it has trained its sights on China, India, Eastern Europe and Russia.

Second Cup is as fancy a name as it comes, but what does it signify? "Our coffee is so good that you cannot stop at one cup," explains J Bruce Elliot, president Second Cup, on the logic behind the name. The chain works hard on its brand promise: 'make Second Cup your second home.' Providing the right ambience is half the battle won. "The café should help guests relax so we use soft seating, light music, the right lighting and sensory pleasures like the smell of grinding beans."

Connecting with customers is the other big experience enhancer. Every sales associate at Second Cup is trained to build an association with guests. So the first time a guest walks into an outlet, the associate makes an effort to know his name. Subsequent visits see this acquaintance grow into a relationship. This is the result of a rigorous training process that the staff undergoes. Every new franchisee sends his staff for a one-month business management course either to the master franchisee (in the Middle East, Dubai-based BenHendi group) or to Canada. At the crash course they learn about products, processes and etiquette.

The chain sources the highest quality coffee beans, which come from Columbia, Panama, Austria, Indonesia, Africa and Mexico. "We source only the best coffee beans, about one per cent of the beans in the world." All outlets source ingredients and merchandise from Canada.

The franchisee plays a seminal role in the chain’s quest for being the neighbourhood oasis and a part of the larger community. "The franchisee gives you people who are in touch with the market." So franchisees are chosen not merely for their business skills but for their ability to add to the brand promise. Bin Mirza International runs Second Cup in Oman. The chain is looking at expanding its presence here. "This is a market which can handle seven to eight outlets. The point is not just to have a lot of sites but to locate the right neighbourhood."

With kahwa drinking a part of the local tradition, the Middle East market has a natural predisposition to coffee. And Second Cup is looking at making the best of this tradition. It is opening new outlets in Cairo (Egypt) and Riyadh (Saudi Arabia) shortly. These will add to its presence in Dubai, Oman, Qatar and Kuwait. The café is gearing up to serve guests a second helping wherever they are in the region.