Second Cup Coffee Launches New Rewards Program with Innovative Mobile App

Second Cup Ltd. today announced the national launch of Second Cup Coffee Co.™ Rewards – a free loyalty program with a mobile app designed to enhance its customers’ coffee experience by providing a simple and fast way to earn points, redeem rewards and be delighted by personalized offers and surprises.

Today’s launch represents another milestone in the company’s brand revolution and commitment to delivering the ultimate coffee experience to Canadians. The Rewards program allows members to earn points for every dollar spent at Second Cup, providing exceptional value as reward levels are quickly reached.

To join Rewards, customers can simply download the FREE Second Cup Coffee Co. Rewards app from the App Store or Google Play, or pick up a card in café. Members can even use the app on their Apple®Watch, making Second Cup Coffee Co. one of the first Canadian companies to debut an app for the new device. With this exciting introduction, Second Cup demonstrates its dedication to superior quality and innovation.

“As our Second Cup coffee revolution continues, we are igniting Canadians’ passion for our brand, thanks to the many innovations we’ve introduced,” says Vanda Provato, Vice President Marketing & Category, The Second Cup Ltd. “Our new Rewards program and mobile app embody our commitment to creating a premium, personalized brand experience for our customers.”

Second Cup Coffee Co. Rewards members earn 10 points for every dollar spent and will start earning points simply by signing up. To launch the Rewards program, those who join before May 20, will also enjoy a welcome offer of 500 points – redeemable for a FREE brewed coffee, espresso or tea beverage, of any size, made exactly to their liking. Special surprises along the way like a free beverage on their membership anniversary date and other personalized bonus offers, mean members can enjoy rewards even faster.

Putting the Customer Front and Centre

The Second Cup Coffee Co. Rewards app reflects the modern look and feel of the redesigned brand.  The app aims to make members’ Second Cup experience more rewarding with fast, flexible rewards, more convenient with digital payments and more delightful with surprises that can only be found in-app.  As with all of the new branding elements and the new café, the app is clean, simple and a pleasure to use. Some of the fun elements include a “tap to drop” feature that responds to gravity and releases a drop of liquid into your Rewards cup. The app also includes an instant feedback feature that allows members to communicate with the brand through a fast, lightweight interaction.  With this feature members can share their opinions on existing and new product ideas and experiences at Second Cup. 

Made in Canada for Canadians, the app also allows members to:

  • Find out when there’s a new promotion, a nearby offer, or a customized offer.
  • Pay for purchases directly from the app.
  • Top up their card balance with easy reload.
  • Track rewards and redeem when desired.
  • Find a Second Cup café with the Café Locator.
  • Pay for purchases and collect points using the Second Cup Coffee Co. Rewards app on the brand new Apple® Watch.

For more information, customers are invited to visit their local Second Cup café or the company website at

One-to-One in Calgary

“We launched and refined our program through a pilot in Calgary to ensure Second Cup Coffee Co. Rewards would truly deliver a rewarding experience for our customers,” says Ms. Provato. “The valuable feedback we received from both customers and franchisees allowed us to enhance the program before national roll out.  We thank Calgarians for their insight, and we are excited to now offer this fresh, meaningful loyalty experience to all Canadians.” 

The Second Cup Coffee Co. Rewards app is rooted in the five pillars of the company – superior quality, optimism, collaboration, creativity and community. The launch of Second Cup Coffee Co. Rewards marks another pivotal milestone in the brand’s transformation to become the Canadian specialty coffee retailer most passionately committed to quality and innovation. As part of the company’s revolution, Second Cup Coffee Co. has introduced an updated brand image, a modern café of the future design, a new food program, and a new artistic series of take-away cups featuring emerging Canadian artists. Follow the company’s website, Facebook, and Twitter for more innovations in the weeks to come.