Our Vision is to be a leading global Premium Café Brand. Our mission is to continuously grow through innovation and dedication to excellence. Second Cup is committed to always deliver a premium café experience. Second Cup started in specialty coffee retailing in Toronto, Canada in 1975 and since then has grown our offerings to better serve our Second Cup café guests. Over the past 42 years, Second Cup has expanded globally to over 44 regions in 33 countries. Our first Second Cup International Regional Franchise was established in 2003 in Dubai, and we continue to be a second home to tens of thousands of discerning guests every day all over the world. Our Franchise Partners operators are committed to serving the best coffees in the world in an inviting atmosphere with uncompromising standards of customer service, product quality and freshness. As one of the longest and most established specialty coffee retailers, with an existing and fast growing international presence, we are well positioned to expand the Second Cup experience throughout the rest of the world and make Second Cup a respected global brand. We will continue to build upon our proven model of growth through local Regional Franchise partners. The Second Cup Coffee Company Inc., a privately owned Canadian company, owns and operates the Second Cup international global trademarks. The Second Cup Ltd., a publicly listed (TSX) company, owns and operates the trademarks in Canada.