Second Cup
Driven to build a powerfully differentiated specialty coffee experience, the Second Cup Coffee Company recently underwent a significant review of its brand at all touch points, and partnered with Shikatani Lacroix to develop a new value proposition and positioning to create an in-café experience and “Make Second Cup your second home.” With its new “oasis cafés,” Second Cup is pacing ahead of plan and in line with its key competitor, Starbucks.