Second Cup Mission Statement

Second Cup is a Canadian company that started in 1975. Over the years the company has expanded to have 345 different locations (see Appendix One). An interesting fact is that they are the retailers of their own coffee. Satisfaction is key to this organization. The importance of making customers smile and creating a safe environment for our employees to work in is priority. Not only is Second Cup committed to friendly service in their cafes, but we are also committed to coffee integrity. Giving back to the community and supporting charities is important. Some of our partnerships include: Rainforest Alliance Certified, Fairly Traded™, Organic Certification, Swiss Water Decaffeination Process, Ethical Tea Partnership, and many more (Second Cup, 2014). Second Cup has clear missions, visions, and promises. Our mission statement is to continuously grow through innovation and dedication to excellence. The vision of our company is to be leading a global premium café brand. And lastly, our brand promise is how committed we are to always deliver a premium Café experience (World Franchise Centre, 2011). Our philosophy is to continually improve our business by updating and refreshing our product line, systems and procedures to maximize growth opportunities (Second Cup,

In fact, 2013 Canadian coffee market statistics include: $1.9 billion in Canadian coffee and specialty coffee sales (Mawer, 2014) 65% of coffee in Canada is consumed at home. Coffee pods are the fastest growing category as Canadians see this as the easiest and most convenient. Many people are more interested in flavoured coffee drinks, than the plain old coffee flavor itself. People want the products to become more creative and exciting. Coffee is the most commonly consumed beverage in Canada with drinkers aged 13-24, with 22% of this group preferring specialty coffee (Mawer,