Second Cup Focuses on Café of the Future Amidst Sales Slump


MISSISSAUGA, Ont. — Second Cup’s pilot café of the future in downtown Toronto has reported a 43-per-cent increase in sales year-to-date, but the rest of the company isn’t experiencing the same success. The Mississauga, Ont.-based coffee chain reported system-wide same store sales were down 3.2 per cent in its second quarter.

“We made significant progress in Second Cup’s transformation in the second quarter with continued strong performance of our café of the future, successful launch of our rewards program and introduction of our premium quality cold frappés,” says Alix Box, president and CEO, The Second Cup Ltd. The team has accelerated its acquisition of sub-standard cafés to revamp and later refranchise to new owner-operators. “I am pleased with our progress, but much work remains ahead. Our focus is on building profitable growth in same-store sales through quality, innovation and operational excellence.”

During the past few months, Second Cup has been rolling out its new Second Cup Coffee Co. Rewards program and mobile app as well as new products such as Frappé blended espresso beverages, Iced Red Eye and Mocha Red Eye. Since opening its modernized café of the future last fall, the team has introduced two more revamped cafes, including one in St. Laurent, Que.

The company says it remains focused on its plan of delivering positive same-store sales as soon as possible.

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