Shikatani Lacroix

BACKGROUND
Second Cup, an iconic Canadian-owned coffee company founded in Toronto in 1975, retained Shikatani Lacroix to help develop a global design as part of an increasing presence in the global market. The greater emphasis on international expansion began when Gabe Tsampalieros bought Second Cup Ltd. from its former owner, Cara Operations Limited, (Canada’s largest full service Restaurants) where Mr. Tsampalieros had served as President for 2 years and as Chief Executive Officer for an additional 8 years.

CHALLENGE
Second Cup is the largest specialty coffee franchiser in Canada, and as such, most of the Canadian cafes and all of the out of country cafes are owned and operated by licensees. The new design needed to reflect core elements of the Canadian operation, it also had to incorporate social and cultural nuances prevalent in emerging markets where cafes are more in keeping with social gathering places than a place to retreat.

SOLUTION
SL developed a “World Oasis” concept that leveraged on the operational design elements of the Canadian program while developing a facility experience which was much more contemporary, premium while comfortable for social gatherings. The design needed to also take into consideration the social requirements of the Middle East where families require separate serving and seating areas. SL introduced the Canadian Maple Leaf as part of the design in addition to a new seating program with plush lounge chairs and sofas. Since it is generally warm in the Middle East, the iconic fireplace was replaced with a waterfall.

Although we started our international growth in the Middle East as much by happenstance as by design, the region does provide an excellent demographic make-up for our brand, with a young, affluent, increasingly well educated and aspirational consumer ready to try new products and experiences. The strong family ethic, absence of, or relatively low consumption of alcohol and the natural sociability of the people, make Second Cup cafes a natural gathering and meeting place added Mark Cunningham, Vice President, Operations & Development of the company’s International Division.

RESULTS
The growing franchise chain today announced that its 400th Cafe opened for business in Istanbul, Turkey on January 26, 2008 and that the company intends to more than double its international presence and overall growth this year by at least 10% with the opening of 50 new cafes.