SECOND CUP GOES RETAIL
By Adnews Staff
Specialty coffee retailer Second Cup Ltd. of Toronto will begin selling its line of coffee in grocery stores in May in an effort to get more customers in its cafes, as well as too increase the availability of its coffee. The retailer says more than 80% of coffee is purchased in supermarkets and through other mass retailers. Second Cup will begin with a test market that is yet to be determined, then roll out the coffee nationally. The test may last up to six months. The coffee will be promoted using permanent displays in the grocery outlets. In addition, coffee packages will encourage consumers to enjoy a cup of java at their local Second Cup cafe. Second Cup may look at other forms of advertising after the test period is over. Advertising for the company is done by Ammirati & Puris/Lintas of Toronto. Kraft Canada of Toronto will distribute the coffee. Second Cup operates 325 cafes across Canada. It's coffee is also available on Air Canada flights and VIA Rail trains, as well as through selected restaurants.