Toronto, Ontario-based specialty coffee retailer Second Cup has signed an agreement to expand in the international arena.
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The cafe concept will be introduced to Middle Eastern countries, starting with the United Arab Emirates and neighbouring countries including Saudi Arabia, Egypt, Bahrain and Syria. The objective is to open a significant number of cafes over the next five years in select cities, with the first cafe expected to open in Dubai at the end of 2002.
“We believe there is tremendous business potential for US-concept specialty coffee cafes in this part of the world and that the Second Cup has vast global opportunity,” said CEO Alton McEwen: “We are continuing to investigate other prime international markets, where the brand can assume a leadership position and capture major market share.”
The master franchise agreement is with The Binhendi Group, and the Canadian Second Cup team will retain all responsibility for sourcing of the coffees and for exporting its cafe design and in-cafe experience.
Cafe employees will wear the same Second Cup uniforms while local suppliers will be developed to provide fresh, baked goods.
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