Second Cup Adds Two to Leadership Team

MISSISSAUGA, ON, July 8, 2014 /CNW/ - Today, The Second Cup Ltd. ("Second Cup" or the "Company": TSX: SCU) President and CEO, Ms. Alix Box, announced that the Company is adding world-class talent to its Leadership Team as Second Cup continues its journey of transformation to restore the Company to its place of prominence and greater profitability. Mr. Chris Sonnen joins Second Cup as Vice President, Operations and Coffee Experience, and Ms. Vanda Provato takes the position of Vice President, Marketing. Hiring outstanding talent for these two leadership roles reconfirms Second Cup's renewed dedication to coffee excellence and operations, and to providing the very best customer experience possible. 

Operations and Coffee Experience
Mr. Sonnen has rejoined Second Cup after close to a 10-year history with the Company in operations, coffee buying, development and training. Most recently, he has gained experience with prominent Canadian restaurant and hospitality groups. A dynamic leader, Mr. Sonnen has a proven track record of developing and building teams and reinvigorating business with his strong focus on building relationships. He is known for setting and holding the highest standards for operational excellence and brings a wealth of superior coffee knowledge and expertise back to Second Cup. Passionate about delivering an exceptional customer experience, Mr. Sonnen will be instrumental in helping build the Second Cup of the future. 

Revitalizing the Second Cup Brand
Ms. Provato joins Second Cup after serving as Vice President, Marketing at Indigo Books & Music, and has extensive executive leadership experience in Marketing, Communications and Customer Insights, with premium brands in the retail and technology sectors. Ms. Provato is a strong strategist and an excellent executer who has spent her career focused on customer service and building market share. At Second Cup, Ms. Provato will concentrate on the revitalization of the Second Cup brand through targeted, multi-channel marketing campaigns that integrate traditional and digital media including social, affinity programs, public relations and community action. She will also play a significant role in helping design the Second Cup store of the future.

"I am thrilled to welcome both Chris and Vanda as vital members of the Leadership Team at Second Cup," says Ms. Box. "They each bring unique talents to complement our team and I look forward to working with them to build a strong and profitable future for Second Cup."

About Second Cup
Founded in 1975, The Second Cup Ltd. is a Canadian specialty coffee retailer operating more than 350 stores across the country. All of the approximately 4,000 Second Cup baristas are trained coffee experts who handcraft over 1 million coffee and tea beverages every week, and are committed to ensuring excellence in every cup and the very best customer experience possible.  For more information, please visit or find the Company on Facebook and Twitter.

SOURCE: The Second Cup Ltd.

For further information: Adriana Lurz, Strategic Objectives; Tel: (416) 366-7735 X267. Email:

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