Wonder

Research Outline

Prepared for Monica K. | Delivered August 1, 2019

Second Cup

Goals

A SWOT analysis of Second Cup to better understand to company. A competitive analysis of Second Cup's competitors and how they are staying innovative. Trends and threats to the Canadian coffee shop market. To get background information on Second Cup's CEO, Steve Pelton.

Early Findings

Second Cup SWOTSecond Cup has acknowledged that they went from market leaders to losing their market position, but as reported in their 2018 annual report they have begun to gain ground again and continue to look to the future. At the end of 2018, Second Cup was debt free with $15 million in cash.
In 2018, Second Cup introduced PinkBerry Frozen Yogurt to their cafes, and teamed up with Skip the Dishes and UberEats to reach a larger market. Second Cups recent innovation includes adding Clean Label beverages to 85% of its menu.
Second Cup is beginning to stand out again with its commitment to social and community responsibility. 
Second Cup CompetitorsSecond Cup's competitors are Tim Hortons, Starbucks, and Blenz. While MacDonald's, A&W and 7-Eleven are listed in Canada's favorite coffee chain. Tim Hortons, Starbucks and Blenz are direct competitors to Second Cup.
Blenz opened a new cafe in an innovative center in Kelowna. The cafe takes advantage of the workspace and workers.
Trends and threats to the Canadian Coffee Shop MarketIn the last five years, Canadian coffee chains have seen an increase in revenue. The increase in breakfast sales has helped drive this growth.
Threats include fast food chains moving into the market, such as MacDonald's, who have opened standalone McCafe locations to compete in the market.
 Two Thirds of Canadians have at least one cup of coffee a day. Canadians prefer traditional coffee, followed by espresso drinks. 
Steve PeltonSteve Pelton was appointed as CEO of Second Cup in May 2019. 
Prior to joining Second Cup, Steve Pelton co-founder and CEO of Landing Restaurants. He is on the board of directors for Feeding Canadian Kids.
Steve began is career working as a dishwasher at the age of 14. He continued to work in restaurants until 2008, when he co-founded Landing Restaurants.
In 2014, the Landing Restaurants were purchased by Recipe Unlimited. Steve continued to work for them and was responsible for $200 million in annual restaurant sales.
Proprietary Research Available
Bolster your final deliverable with proprietary research from Marketline for an additional $175. This report is a SWOT analysis and provides a 360 view of Second Cup, as well as their key competitors. The report is from 2017. 