Second Cup hires ex-Starbucks VP as new President and CEO

Rival coffee chain Second Cup has a new leader. Alix Box, previously at Holt Renfrew as its SVP of Retail, is now tasked with the role as the President and CEO of Second Cup effective February 24th. Box takes over Stacey Mowbray, who wasn’t able to revitalize the brand has decided to “leave the company to pursue other opportunities.”

The clincher for Second Cup hiring Ms. Box was that she also worked with Starbucks and helped open 675 stores across Canada. So, lots of retail experience and knowledge in the heated Canadian coffee space. Alix Box said, “I am very excited to join Second Cup. Second Cup has an iconic Canadian history and I believe together we can build an even brighter future. I am eager to work with our loyal franchise partners to improve café performance while providing Canadian coffee lovers with an upgraded, modernized vision for the future.”

So it seems that Second Cup will step up their brand image and come to market with an “upgraded, modernized vision.” Second Cup opened for business in 1975 and currently has over 350 cafés across Canada. The company states its “coffee experts” handcraft over 1,000,000 coffee and tea beverages every week. The Second Cup tag line — there’s a little love in every cup — pales in comparison to Tim Hortons “Always Fresh.”

Good luck to you Second Cup.

About Ian Hardy

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I'm obsessed with Tim Hortons. It runs through my veins and I've probably spent enough money downing Steeped Tea's that I could have purchased my own franchise.