Second Cup launches new app

A new loyalty program and mobile app are part of the brand's continued transformation effort.

Canadian coffee chain Second Cup Coffee Co. has launched a new loyalty rewards program and mobile app, including one for the Apple Watch.

The free rewards program app, available for Apple and Android devices, allows customers to gain 10 points for every dollar spent (500 points earn a free drink, 1,000 points earn free beans to take home). Customers can also use a card picked up in store for their loyalty points. Along with offering a rewards program, the app allows for digital payments, includes a café locator, notifications of promotions and customized offers, and an “instant feedback” feature for customers to interact with the brand quickly.

The new loyalty program – first piloted in Calgary – and app come after the chain rebranded last year, including a new logo, updating its food menu, and rolling out a new look and feel at some of its locations. The brand currently has about 345 cafés across the country.

The new app will be competing against the established loyalty program from Starbucks, whose app is regularly cited as one of the most successful for retailers and QSR chains.