Case study on Second

Cup Bangladesh
09.08.2017

Gobinda Tarafdar
M-160204777
Batch-08, Section-B
Jagannath University,Dhaka

Overview
The Second Cup Coffee Company Inc. is an entrepreneurial, franchisee-focused
organization with growth as its cornerstone. They are committed to growing both
personally and in their businesses.
Their concept and focus allows us to be differentiated from others who may be more
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prominent and corporately driven. They are Doing business from 1975 but they open up franchisee in
Bangladesh on November 17, 2015.Their exact location is Ahmed Tower, 28/30 Kemal Ataturk Ave,
Banani
1213 Dhaka, Bangladesh.

Vision & Mission

Their Vision is to be a leading global Premium Caf Brand. Their mission is to continuously grow
through innovation and dedication to excellence.

Historical Background
Second Cup is committed to always deliver a premium caf experience. Second Cup started in specialty
coffee retailing in Toronto, Canada in 1975 and since then has grown our offerings to better serve their
Second Cup caf guests. Over the past 42 years, Second Cup has expanded globally to over 39 regions,
(32 countries). Their 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. Their 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, they are well positioned to expand the Second Cup experience throughout the rest
of the world and make Second Cup a respected global brand. They 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, of Mississauga, Ontario, Canada 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.

They have A Passion for their Business

At the very core of Second Cups success lies the passion for all they do and all they offer to our

customersand starts with the highest quality coffee beans we can buy. Most of the coffee beans

they use for their coffees or sell to their customers are exclusive to Second Cup. They are proud

that all our coffees are Rainforest Alliance Certified(c) they search the world looking for the best

of the bestfrom the lush mountains of Costa Rica and Colombia, to the distant lands of Central

Africa, to the exotic and enchanting island of Sumatra. Their exclusive coffee supply agreements

link them to the nest estate coffee growers in these, the best coffee growing regions of the

world. A continuing commitment to product development has kept Second Cup relevant and a

great investment opportunity. In addition to their cafs, their product line has also grown from
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simple whole bean coffee to premium coffees, specialty beverages, frozen yogurt, cold pressed

fresh juices, complementary foods and merchandise items.

Their Products
They maintain their classical menu. The products they have
1.Barista Crafted Perfect Cup,
Freshly ground, freshly brewed coffee, one cup at
a time.

2.Handcrafted Classics

All of our espresso based beverages are made

with Rainforest Alliance Certified beans.

3.Frozen Favorites

Cool down with Second Cup.

4.Caf Delights

Extensive offering of savory and sweet delights

5. There are so many kinds of desserts and cookies also available in their outlet, such as:

Chocolate Brownie, Apple Cheese Cake, Caramel Ribbon Crunch Mocha, Dark Hazelnut Mocha,

White Raspberry Mocha, Dark Frozen Hot Chocolate, Quesadilla and so on.
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Their
Celebration
& Offers
They celebrate all
the festival of
Bangladesh as
well as they
celebrate
International
festivals also.
They provides
discounts on
those days.

Their
Experience
Sophisticated Premium Caf is how they define their ambiance. For their guests, the utmost in
comfort and service underscore the Second Cup experience. Warm, comfortable yet modern and
contemporary, rich and textured, familiar yet global, create a relaxed atmosphere. However, this
is not an ordinary caf. Second Cup is anchored by the barista station where our experienced
baristas create premium coffee and specialty beverages which proudly define our reason for
being.

Second Cup caf is a place that consistently delivers comfort and luxury, and never disappoints. It
is where their customers go when they want to indulge in a special treat or take some time to
reconnect. A warm glow draws guests in, and once inside, the rich aroma of freshly brewed
coffee takes over the senses. In an atmosphere of affordable luxury, they create a sense of
belongingness and connection. Their guests feel relaxed, rewarded and appreciated by people
who are committed to caring.
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Reviews and Ratings:

Though they are in Bangladesh for 2 years only but they win the heart of the customers of
Bangladesh by their service and products. In their Facebook page
(www.facebook.com/pg/secondcupbangladesh) they get 4.5 ratings out of 5.0. Total reviewer is 104 and
70 reviewer gave them 5 out of 5. In google plus review page they earned 4.3 ratings.122 reviewers gave
their ratings based on their services and products. In the TripAdvisor website they get 4 out of 5.0.

Some reviews of the customers of Second Cup Coffee Bangladesh :

According to the review post of Mr. M K Zakir Hassan,
A nice place to relax and sip into a cup of coffee. Each day I go I try new brand. Latte, cappuccino,
espresso, hazelnut, mochaccino n many more. My favorite is coffee late. When I feel bore sitting at office,
take my laptop and check my mails having a cup of coffee. My office is adjacent to second cup coffee. I
liked it....and will continue visiting...... However they may consider to open it at 0815 instead of 9 am....

Niloy Farhana said that,

We went to celebrate my husband's birthday morning and guess what, it was their sweetest gesture that
they wished us with complimentary cakes ! and the coffees were on point! One of the best coffee
place in town!

Hassan Tasnim expresses some bitter experiences upon their pricing and quality of their
products, she said,
I love the hospitality and on time service. The staff is helpful and the Ambience is actually perfect.
But the food item there is simply overpriced and it is overpriced to the point which actually makes simply
no sense.
I am not a dessert person so I will not be commenting about the desert but I have had 1 so far it tastes
good to me.
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But last but not the least I have had a Cappuccino and I really do feel that they have the potential to make
amazing coffee because previously once I had a I Cafe latte but it was not up to the expectation. I am sure
they are improving and they will improve in the future.
As most of the joints do not prefer to go down on their price, I would highly recommend to increase the
proportion of the food that their offering within the same price because otherwise it is actually way too
much overpriced in my opinion.
Thanks.

Closing speech:
Based on their hospitality, service quality and product features we can say Second Cup
Bangladesh is a place of Premium Global Cafe. For their guests, the utmost in comfort and service
underscore the Second Cup experience. Warm, comfortable yet modern and contemporary, rich and
textured, familiar yet global create the relaxed atmosphere of their Premium Global Cafe. Second Cup
is anchored by the barista station where their experienced baristas create the premium coffee and specialty
beverages which proudly define their reason for being. Each cafe is uniquely designed to create a warm,
inviting feeling in a contemporary setting that maximizes traffic flow and function, and complements the
local culture. Their disciplined design and concept allow for modest customization to reflect the local
culture and tastes of the host community that it serves. We are a guest-focused company! We recognize
that convenience and comfort are key drivers in hospitality retailing today and we offer the convenience
and speed of counter service.

Questions:
What is the reason behind their success?
What are their products?
Why their pricing is high?
Is there any improvement for them?
Discuss their hospitality and service towards customer.