MisterF
Senior Member
I think it has more to do with playing up its Canadian roots in the countries it expands to. Kind of like how Volkswagen plays up their German-ness in their Canadian advertising. The message isn't intended for Germans, it's meant to capitalize on the reputation of German engineering internationally and to make their brand stand out in market dominated by the Americans, Japanese, and Koreans. I have no idea what reputation Canadian coffee shops have in other countries, but it seems like it's a niche that Second Cup thought was worth exploiting.That really makes no sense for foreign operations, but it is a Canadian chain where using a maple leaf in the logo in Canada would be appropriate.
Interestingly, this Second Cup in Bucharest is next door to a Ruby Tuesday, which loudly proclaims American dining on its sign. Same idea.
The Second Cup in London is on a shopping street with big Union Jacks hanging above the street. And it's across from a Starbucks.
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