Second Cup opens redesigned café in Toronto

Canadian specialty coffee franchise system Second Cup has opened a ‘café of the future’ concept store in downtown Toronto as part of a new three-year strategic plan.

Located on King Street near John Street, the store features a new brand—‘Second Cup Coffee Co.’—and new features, including a ‘slow bar’ where customers can interact with baristas, a wider variety of coffees from around the world, new baked goods, a new cup design, a milk bar with dairy options on tap and wireless charging pads built into countertops for customers’ phones and other electronic devices.

The 850-square-foot concept store will serve as a ‘laboratory,’ as Second Cup plans to roll out the best features to franchises across the country starting next spring. Once the new design is refined, it will be tailored for every new and renovated café.

“Canadians are rooting for Second Cup to make a dramatic comeback,” says Alix Box, president and CEO. “We are creating a premium brand with an independent spirit.  Our goal is to be the best, not necessarily the biggest. That means focusing on quality, innovation and the individual experience. This launch is a major step forward in our revolution.”