The Competition: Second Cup hires a couple key executives to revitalize its brand

Second Cup has added a couple executives to its team. The Mississauga-based coffee chain is currently in a “journey of transformation to restore the Company to its place of prominence and greater profitability.” Last quarter, Second Cup chopped four locations that were preforming poorly and now has a total 357 stores across Canada. Tim Hortons has over 3,600 restaurants in Canada.

Alix Box, Second Cup’s President and CEO, announced that Chris Sonnen has joined the company as Vice President, Operations and Coffee Experience, and Vanda Provato takes the role of Vice President, Marketing. Sonnen has held previous executive positions at SIR Corp, Shoeless Joe’s Limited, Prime Restaurants of Canada Inc and was Director of Operations of Second Cup during its heyday between 2000 – 2005. As for Provato, she was previously at Indigo Books & Music as its VP of Marketing. Her role is to revitalize the Second Cup brand.

“I am thrilled to welcome both Chris and Vanda as vital members of the Leadership Team at Second Cup,” says Ms. Box. “They each bring unique talents to complement our team and I look forward to working with them to build a strong and profitable future for 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.