“We’re going to be looking to open smaller locations, with drive-thrus, in suburban markets,” said the CEO of Foodtastic.
ca.finance.yahoo.com
The new owner of the Second Cup Coffee has set its sights on an expansion in suburban Canada, the latest turnaround plan aimed at bringing the struggling coffee chain to its former glory.
Last week, Aegis Brands announced it had reached a deal to sell its Second Cup Coffee Co. chain to Foodtastic, a Quebec-based restaurant franchising company. Aegis Brands did not disclose the sale price of the deal, but said it includes a $14 million cash payment and a post-closing earn-out.
While the immediate focus for the new owners of the chain will be making it through the pandemic, Foodtastic chief executive Peter Mammas said that the company has set its sights on expanding the brand in a few years time. The goal is to have 300 locations by 2025, up from the existing store count of 190.
“We’re going to be looking to open smaller locations, with drive-thrus, in suburban markets,” Mammas said in an interview.
“Right now, a lot of these Second Cup locations in malls, downtowns and transit locations – all three parts of the business that have been extremely hurt by the COVID-19 pandemic. We want to diversify the exposure of Second Cup and move it more into the suburbs.”
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“We have a plan, but it’s not going to be done overnight,” he said. “It will be done over 18 months, but that’s how we’ll proceed.”
Mammas said the first priority for Second Cup will be to evaluate the company’s existing staff. Foodtastic’s leasing team will then look at the company’s existing store agreements and analyze operations at all Second Cup locations. After that will come marketing and strategies around modernizing and improving the offerings, as well as renovating outdated stores.
“Our messaging is going to be: we have better coffee, we have a great atmosphere, we have better service, and we’re Canadian,” he said. “We’re going to play on on all those four points. It’s not something that’s going to be done overnight, but I think that’s what we’re going to strive for.”