Second Cup is undergoing a major transformation and expansion under the leadership of Foodtastic, with CEO Peter Mammas revealing a bold vision for the iconic Canadian coffee brand. Since acquiring Second Cup in 2021, Mammas says the brand has turned a corner—both in operations and performance.
“When we took it over, the brand was suffering,” said Mammas. “So, we came up with a whole new brand image. We changed the operations teams—we increased the number of store visits and improved the quality of operations. Since then, it’s actually been our best-performing brand in all of Foodtastic.”
Second Cup currently operates around 200 locations across the country, with plans for rapid expansion. “We’re opening over 20 new stores in the next 12 months,” Mammas confirmed. “We just opened our newest store in Kipling GO Bus Terminal in Toronto, part of the Metrolinx Network. The brand’s really doing well.”
With the competitive coffee market more crowded than ever, Mammas believes Second Cup stands out in several key ways. “Every time we do surveys—or when others do surveys—we’re always ranking in the top three, regardless of the region,” he said. “So I think people really appreciate the coffee. We spend a lot of time on branding, marketing, and restaurant operations. It’s not just one thing—it’s a combination of all of that.”
He also pointed to Second Cup’s Canadian ownership as a significant differentiator. “We’re the only Canadian-owned coffee shop,” Mammas noted. “Tim Hortons is owned by Brazilians, and Starbucks is obviously American-owned.”
Looking ahead, the brand has set a clear growth trajectory. “Basically, our five-year plan is to reach 300 stores,” Mammas explained. “That equates to 20 net new openings each year. We don’t want to be closing stores—we want to be opening 20 net new locations annually to hit 300.”
Real estate strategy will play a crucial role in that growth. “We’re looking for roughly about 1,500 square feet. That’s the prime size, I’d say. We can go as low as 1,200 or up to 1,800, but 1,500 is the sweet spot,” said Mammas.
In terms of positioning, visibility is key. “We really like endcaps. They’re more prominent,” he added. “Right now, we’re looking to get into markets we’re not really in yet.”
As Second Cup continues to chart its comeback, Mammas is confident in the brand’s renewed momentum and the company’s focused approach to scaling it across Canada. With a refreshed brand, strategic growth plan, and deepened customer loyalty, Second Cup is once again percolating at the forefront of the country’s café scene.
Recently, Second Cup Café launched a vibrant new lineup of eight limited-time beverages designed to refresh, energize, and delight. Inspired by homegrown flavours, summer campfire memories, cross-country road trips and blooming botanicals, the Spring-Summer 2025 menu features bold and creative new drinks, said the company.
- Celebrating one of Canada’s iconic sweets, the Nanaimo Bar FroCho and Nanaimo Bar Flash Cold Brew nod to the beloved West Coast dessert.
- The Campfire Mocca Flash Cold Brew and Campfire Mocca Frappé blend toasted marshmallow and chocolate flavours, offering a small taste of summer traditions, reimagined in every sip.
- The Strawberry Rose Spritzer offers a sparkling mix of strawberry, citrus, and a floral hint of rose, perfect for patio season.
- The Iced Matcha with Strawberry Rose Cold Foam features iced matcha topped with silky strawberry rose cold foam.
- The Watermelon Dragon Fruit Infuzer with Coconut and the Tropical Dragon Fruit Infuzer with Coconut are two bold Infuzer beverages powered by Red Bull. Both Infuzers deliver a revitalizing punch of fruit-forward flavour, blended with a splash of coconut non-dairy milk and served over ice—ideal for those on the go.
“Our Spring-Summer menu is all about capturing the essence of the season—whether it’s a nostalgic treat by the campfire or a cool, floral spritz on a sunny day,” said Cendrine Lavigne, Marketing Director of Second Cup. “We wanted to offer something for every moment, mood, and craving.”
Foodtastic is one of Canada’s largest restaurant franchisors, operating more than 1,200 locations across the country. Its diverse portfolio includes Freshii, Quesada, Pita Pit, Second Cup, Milestones, and over 22 other banners.
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