Second Cup is undergoing a significant transformation and expansion under the leadership of Foodtastic, with a new location set to open later this year in Saint-Jean-sur-Richelieu.
Since acquiring the company in 2021, CEO Peter Mammas tells Retail Insider that the brand has turned a corner, both in operations and performance. Second Cup has about 200 locations nationwide and is aiming to grow quickly. Mammas said they plan to open more than 20 new stores in the coming year. Their newest location recently launched at the Kipling GO Bus Terminal in Toronto, which is part of the Metrolinx Network. The brand is experiencing strong performance.
“When we took it over, the brand was suffering,” Mammas tells Retail Insider. “So, we came up with a whole new brand image. We changed the operations teams—we increased the number of store visits and improved the quality of operations. Since then, it’s actually been our best-performing brand in all of Foodtastic.”
A representative from the company tells What Now Montreal that “Over the next 12 months, most of the Second Cup store openings will be in Ontario, some in the Atlantic Provinces, and Alberta, and one in Saint-Jean-sur-Richelieu, Quebec.” It’s unclear exactly when or where this location will open within the city, but it proves the company is interested in expanding throughout Canada.
Looking ahead, the brand has set a clear growth trajectory. “Basically, our five-year plan is to reach 300 stores,” Mammas tells Retail Insider. “That equates to 20 net new openings each year. We don’t want to be closing stores—we want to be opening 20 net new locations annually to hit 300.” Real estate strategy will play a crucial role in that growth. “We’re looking for roughly 1,500 square feet. That’s the prime size, I’d say. We can go as low as 1,200 or up to 1,800, but 1,500 is the sweet spot,” said Mammas.
As Second Cup continues to chart its comeback, Mammas is confident in the brand’s renewed momentum and the company’s focused approach to scaling it across Canada. With a refreshed brand, strategic growth plan, and deepened customer loyalty, Second Cup is once again percolating at the forefront of the country’s café scene.
Recently, Second Cup Café launched a vibrant new lineup of eight limited-time beverages designed to refresh, energize, and delight. Inspired by homegrown flavors, summer campfire memories, cross-country road trips, and blooming botanicals, the Spring-Summer 2025 menu features bold and creative new drinks.
Foodtastic is one of Canada’s largest restaurant franchise operators, with more than 1,200 locations across the country. Its diverse portfolio includes Freshii, Quesada, Pita Pit, Second Cup, Milestones, and over 22 other banners.
