Second Cup Kicks Off Annual Fundraising Campaign in Support of Breakfast Club of Canada

Canadian coffee retailer invites Canadians to help raise $25,000, April 14 to May 25, to help provide breakfast to children across the country

MONTREAL--(BUSINESS WIRE)--Second Cup Café launches its national fundraising campaign in support of Breakfast Club of Canada, running from April 14 through May 25. The campaign aims to raise $25,000 to help provide nutritious breakfasts to children in schools across Canada.

During the campaign period, guests can contribute $1 or $2 donations with any purchase made in-store, online, or through the Second Cup mobile app. Every $2 raised helps provide one breakfast to a child. This year’s campaign goal of $25,000 will help feed nearly 65 children for an entire school year, or more than two full classrooms.

“Together with our guests and franchise partners, we’re proud to support an organization that makes such a meaningful difference in communities across the country,” said Roxane Desjardins, Marketing Director at Second Cup. “This campaign is a simple yet powerful way for Canadians to come together and help ensure more children start their day with a nutritious breakfast.”

Funds raised will support Breakfast Club of Canada’s network of more than 5,000 school breakfast programs, which collectively reach over 895,000 children nationwide. These programs ensure students have access to nutritious breakfast, setting them up for success in the classroom.

“For a child, a simple breakfast can transform a day, and sometimes even the course of a life. Thanks to Second Cup's ongoing commitment, young people across the country can start their day with the energy they need to thrive,” says Julie Desharnais, President and CEO of Breakfast Club of Canada. “We are deeply grateful for this partnership and the generosity of each customer. Together, we are doing much more than filling plates: we are nurturing the hope, dignity, and confidence that every child deserves to carry with them throughout the day.”

Second Cup has partnered with Breakfast Club of Canada since March 2023. This spring initiative marks the third major collaboration between the two organizations. In 2025 alone, Second Cup raised $40,000 through its spring and fall campaigns.

The campaign will run at participating Second Cup locations across Canada.

For more information, or to make a donation visit secondcup.com.

About Second Cup Café
A Canadian staple since 1975, Second Cup Café offers premium-quality coffee and specialty beverages. Focusing on sustainability and ethical sourcing, Second Cup provides customers with a refined and inviting café experience that celebrates coffee culture while supporting local communities. For more information, visit secondcup.com or visit Second Cup’s app The Café Club.

About Breakfast Club of Canada
Since 1994, Breakfast Club of Canada has been working with partners from all sectors to help children access a nutritious breakfast and reach their full potential. Accredited by Imagine Canada for its effective governance and recognized for its promotion of local food products, the Club helps reach children in every province and territory across the country. To learn more, visit breakfastclubcanada.org or follow us on Facebook, Instagram, X and LinkedIn.

About Foodtastic
Foodtastic is one of Canada's largest restaurant franchisors, operating more than 1,200 locations across the country. Its diverse portfolio includes Freshii, Quesada, Pita Pit, Second Cup, Milestones, and over 22 other banners. Committed to quality, innovation, and growth, Foodtastic continues to expand its presence across North America. For more information, visit foodtastic.ca.