Skip to content

Case Study: Second Cup Café of the Future

Second Cup - Cafe of the Future


Whether it’s a handcrafted latte or an icy, blended treat, Canadians are passionate about their coffee. With more than 325 cafés across the country, Second Cup Coffee Co. is Canada’s original specialty coffee retailer, proudly serving premium coffee since 1975.

A made-in-Canada success story, in 2014 Second Cup was experiencing pressure in a highly competitive retail coffee market estimated at $3.5 - $4B/year in café and restaurants. Under new senior management, the company committed to an aggressive three-year transformation to revolutionize and take back the brand’s position of prominence, and Strategic Objectives hired as Agency of Record to help brew up a brand new communications strategy to support the repositioning of Second Cup Coffee Co. and launch the company's new Café of the Future.

Our multi-faceted, award-winning, campaign told the compelling story of the reimagining of Second Cup and the grand opening of the Café of the Future in downtown Toronto. The #SecondCupReimagined program included activities and events and media and blogger relations that engaged traditional and social media; the financial and investment community; and the company’s stakeholders, investors, Board of Directors, franchisees, suppliers and employees.  

Strategic Objectives negotiated and secured an exclusive interview for new President and CEO, Alix Box, with The Globe and Mail - Canada's most respected daily newspaper and authority on business news – and the senior management team participated in the “ringing of the bell at the TSX” to celebrate the company’s 10th anniversary of trading (TSX: SCU). 

Our Social PR campaign made a significant contribution to the outstanding successful launch of the Café of the Future and the repositioning of the brand. The strong business and marketing results solidified a successful transformation and Second Cup proved with financial success of the new format Café with record breaking results of a +70% sales increase. 

Award-Winning Campaign
2015 International Association of Business Communicators (IABC)/Toronto OVATION Awards:

CPRS (Canadian Public Relations Society) Toronto 2015 ACE Awards:

2015 International Association of Business Communicators (IABC) Gold Quill Awards:

Share this page: