Canada's Favourite Coffee shop (2018 Statista)
1st Tim Hortons 47%, 2nd Starbucks 18%, 3rd The Second Cup 7%
Second Cup is like the Second (middle)child. As Tim Hortons owns the credit for being the first Canadian coffee shop and Starbucks joins in the Canadian market reasonably recently, representing the youngest child characteristic, It's not easy for Second Cup being in the spotlight. Besides, people don't like the name. They can easily associate the name with "the substitute of something." since it's not "the first cup." Second Cup is a forgotten Canadian coffee house.
People want to reward themselves instantly in their busy lives, and when they do, they all want the best of something.
The Best substitute for something irreplaceable.
"Your Second Home"
Second Cup is your second home -> Second Cup is the second home for all
-> Build home for all
Mid-income Canadian woman
Doing a lot of management jobs
Both in her workplace and her life.
Conversation initiator over a cup of coffee
Coffee is her self-indulgence as well.