A Second Shot For Second Cup

Second Cup Cafe Launched in Pakistan

Second Cup, a popular Canadian coffee franchise, constantly threatened as an American coffee franchise, Starbucks, expanded rapidly causing many Second Cup locations to shut down on its own turf. For the first time, Second Cup has found that it had a better advantage over their greatest competitor. With North American coffee culture gaining popularity in Pakistan and by being a Canadian company, Second Cup was finally able contribute to the Pakistan fast food boom by expanding internationally and opening up their first cafe in Pakistan. Due to the anti-American sentiment in Pakistan, Second Cup could expand into this country without the negative political associations that goes hand in hand with being U.S. multinational.

In my opinion, expanding internationally is a great benefit factor over other competitors however it is also viewed as risky especially since Second Cup is planning to launch 20 more locations in Pakistan itself. For a better result, Second Cup should analyze the popularity of their products by observing their first franchise store and make a decision to open up more locations in Pakistan based on their analysis. By utilizing the lean-start up for the opening franchise stores, they could have safer and more successful openings.