Canadian coffee giant Second Cup expects to see continued brand growth across the Middle East in spite of global economic uncertainty, the brand's chief operating officer Steven Tsambalieros has confirmed.
"At the end of the day, people still want to treat themselves to a little escape; they may not want to go out and buy a Porsche, but they will go out and buy a good cup of coffee," he commented.
The opening of a Second Cup cafe at Dubai International Airport's Terminal Three last month brought the brand total to more than 45 outlets throughout the GCC.
"It has helped that we have great franchise partners in this region in the Bin Hendi group," said Tsambalieros.
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"But we choose our markets based on the opportunities and the Middle East is a great place to trade, particularly Dubai. It is a well managed and resourced market, which is fast becoming the economic clog of the region.
"Every financial system goes through cycles, but I believe our products in the right environment will always do well," he continued.
Vice president Mark Cunningham added that markets in Saudi Arabia, Qatar and Kuwait were also growing at a rapid rate.
"The only place we've struggled in is Lebanon," he admitted. "With the political issues it is very difficult, but it's a market with a lot of potential."
In response to recent customer outrage in the company's native Canada, due to Second Cup's lack of Fair Trade products, Tsambalieros explained: "From our perspective all our coffees are fairly traded; we work closely with our producers, we go to the farms and we meet the cultivators of our beans."
However last month the company launched Cuzco, a new organic coffee product from Peru, which will carry a similar insignia to the popular Fair Trade symbol.
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