Canadian-founded coffee brand Second Cup has appointed veteran restaurant executive Joe Walker as Chief Executive Officer of The Second Cup Coffee Company Inc., the company responsible for the brand’s international franchise business.
Announced Monday, Walker’s appointment comes as the company looks to accelerate the expansion of its global franchise network. He joins Second Cup following leadership roles with Wingstop, Starbucks, McDonald’s, KFC and Yolk Brands. Most recently, he led Wingstop’s expansion across the Gulf Cooperation Council (GCC) region, experience the company says positions him to guide its next phase of international growth.
“Joe is a world-class retail and QSR executive with an exceptional track record of scaling iconic food and beverage brands,” the company’s Board of Directors said in a joint statement announcing the appointment. The board added that his operational experience and leadership in the GCC make him well suited to strengthen Second Cup’s global franchise network.
Building on an International Network
Although Second Cup was founded in Toronto in 1975, the company’s international business has grown well beyond its Canadian roots. Today, it operates cafés across the Middle East, East and West Africa, Asia and Europe through franchise partners while continuing to pursue opportunities in additional markets.
Walker said his focus will be on strengthening relationships across the company’s international network while continuing its expansion into new markets.
“While our heritage is proudly Canadian, our future relies on embedding ourselves deeply within the communities we serve,” Walker said. “We will accelerate and strengthen our growing presence globally, working closely with our regional partners to unlock Second Cup’s true international potential.”
The company also said it is actively seeking qualified franchise partners as it continues to expand internationally.
Middle East Positioned as Strategic Hub
Walker will be based primarily in the Middle East, where he will oversee the development of the region as a key international hub while continuing to lead the company’s main global base in Canada.
The appointment reflects the growing importance of the Gulf region as a destination for international restaurant and café brands. Significant investment in retail, hospitality and mixed-use developments has created opportunities for franchise operators seeking expansion, and Walker’s experience in the region aligns with Second Cup’s stated ambitions for its international business.
The Canadian café business has been owned by Montreal-based Foodtastic since 2021, while The Second Cup Coffee Company Inc. oversees the brand’s expansion outside Canada through franchise partnerships.
Founded in Toronto in 1975, Second Cup began expanding internationally in the early 2000s and has since established a presence across multiple global markets. The company said it remains committed to supporting existing franchise partners, entering new territories and welcoming new operators as it advances its international growth strategy.
