Second Cup Coffee Co. Encourages Canadians to Choose Better, Not Bitter

Second Cup Coffee is Second to None:
Second Cup takes its coffee to even higher levels of excellence by examining and improving every step of the coffee process from farm to cup

MISSISSAUGA, ON, Sept. 8, 2016 /CNW/ - Second Cup Coffee Co. is calling on all Canadians to "Break from Bitter." In a recent national survey,* the vast majority of Canadians (almost 75%) say a day without bitterness would be a better day, and it all starts with our morning coffee. Of the coffee drinkers surveyed, more than seven in ten reveal they are negatively impacted when they start their day with a bitter cup of coffee, with 5% of respondents actually saying it ruins their entire day! And we just can't let it go with nearly a quarter of Canadian coffee drinkers admitting that they will spend more time and money to get a better cup of coffee if they're served a bitter brew. Second Cup understands this bitter truth and has examined and improved every aspect of its coffee process, from farm to cup, to create the most exceptional tasting coffee offering in Canada and is supporting it with an innovative national campaign launching this week themed "Better, Not Bitter!"

Second Cup has made uncompromising improvements to sourcing, blending, roasting and tasting to create truly exceptional coffees that are Second to None. The complete offering of best-ever coffees is available now in Second Cup Coffee Co. cafés across the country, and the company is promoting these brews through innovative programs to encourage coffee lovers to try for themselves.

On Thursday, September 8, 2016, from 10:00 a.m. until noon, the Second Cup café at King and John in Toronto will give international visitors a taste of what it means to be Canadian.  As the global entertainment community focuses on the best in film, the popular Second Cup café will be transformed into a "Canadian Bitter-Free Zone" complete with never-ending optimism and a taste of the country's best coffee, food, and music. In addition, all Second Cup cafés (outside of Quebec) are hosting "Half Price Fridays" throughout September to encourage everyone to try Second Cup coffee. All brewed coffees will be half price until 10:00 a.m. beginning Friday, September 9, 2016.

"We believe coffee lovers deserve the best tasting coffee," says Chris Sonnen, Coffee Expert and Vice President, Coffee Experience, Second Cup Coffee Co. "With the enhancements we've made in every step of the process from farm to cup, I'm convinced this is the best tasting coffee in Canada and Second Cup is on a mission to encourage Canadians to choose better, not bitter."

Quality Coffee to the Core
Second Cup Coffee Co. has always been known for excellent coffee, and is now taking its coffee obsession to even higher levels by evaluating and elevating all 18 of its coffees. The company's exceptional attention to detail hinges on three key factors: 1) The Best Sourcing: Second Cup only selects from the top 2% of the world's production of coffee – the highest quality 100% Specialty Grade Arabica beans. 2) The Best Roasting: Second Cup is now working with an award-winning Canadian artisanal roaster that develops and enhances the flavour notes of every bean, and every roast is tasted and tested by Second Cup Coffee Expert, Chris Sonnen. 3) The Best People: There is an entire team of coffee lovers behind every Second Cup coffee including two of the best Coffee Experts in the business: Alton McEwen – a long-time leader in the specialty coffee sector – and Chris Sonnen who brings an unrivalled passion for the ultimate brew to Second Cup.

"Elevating the quality of our coffee to even higher levels of excellence is key to our journey of transformation," says Ms. Alix Box, President and CEO, The Second Cup Ltd. "I'm very proud of the work our team has done and I'm confident that Second Cup coffee truly is Second to None. I am excited to share our enhanced coffee with Canadians through this innovative campaign."           

About Second Cup
Founded in 1975, The Second Cup Ltd. is a Canadian specialty coffee retailer operating over 300 franchised and company owned cafés. The company's vision is to be the coffee brand most passionately committed to quality and innovation.  For more information, please visit  or find the company on Facebook, Twitter and Instagram.

*Source: In July 2016 Canadian Omnibus conducted an online survey amongst a nationally representative sample of 1505 Canadians.

SOURCE Second Cup Coffee Co.

Image with caption: "Second Cup Coffee Co. (CNW Group/Second Cup Coffee Co.)". Image available at:

For further information: or to speak to Chris Sonnen, Coffee Expert and Vice President, Coffee Experience, Second Cup Coffee Co., please contact: Vanessa Powell, Strategic Objectives Tel: (416) 366-7735 X247. Email:


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