The Second Cup Coffee Company, a Canadian franchise-based specialty coffee chain, has appointed Joe Walker as its new Chief Executive Officer effective 3 August.

The company described Walker's appointment as a major strategic milestone as it accelerates its global growth ambitions. The move comes as competition in Canada's coffee market remains intense, with domestic and international chains vying for share, making international diversification increasingly relevant for established brands seeking new revenue streams.

"It is a true privilege to step into the role of Chief Executive Officer," Walker said. "Second Cup is an iconic and much-loved brand with an extraordinary foundation built on premium coffee and authentic guest hospitality. There is already a strong sense of pride and commitment across the business, and I intend to build on that by creating a more connected, collaborative and accountable culture across our global network."

"While our heritage is proudly Canadian, our future relies on embedding ourselves deeply within the communities we serve," Walker added. "We will accelerate and strengthen our growing presence globally, working closely with our regional partners to unlock Second Cup's true international potential."

Walker will be primarily based in the Middle East, where the company plans to establish a core international hub for the business. At the same time, he will continue to lead the company's main global base in Canada. The Gulf Cooperation Council region, where Walker recently guided Wingstop's expansion, has become one of the fastest-growing markets for international quick-service and coffee brands, driven by a young population, high urbanisation rates, and strong consumer spending.

"As we embark on this exciting phase of growth, we are actively looking to connect with qualified partners who share our passion and vision for developing unique Second Cup franchise opportunities around the world," Walker said.

Walker brings extensive global food and beverage leadership experience to the role, including senior positions at Yolk Brands and Starbucks, following foundational roles at McDonald's and KFC. Most recently, he guided Wingstop's expansion across the Gulf Cooperation Council (GCC) region.

"We are incredibly proud to welcome Joe Walker as Chief Executive Officer of The Second Cup Coffee Company Inc. and to have him lead the company into its next major chapter of growth," the Board of Directors said in a joint statement. "Joe is a world-class retail and QSR executive with an exceptional track record of scaling iconic food and beverage brands. His deep operational knowledge, leadership experience with major multinational brands and proven execution in the GCC region make him the ideal leader to strengthen our global franchise network and add significant value."

Originally founded in Toronto in 1975, Second Cup established The Second Cup Coffee Company Inc. in 2009 as a distinct entity dedicated to the brand's international growth. The company now operates cafés around the world, with an established footprint in the Middle East, East and West Africa, Asia, and Europe. The appointment signals that further franchise development across these regions, and potentially new markets, will be a key priority under Walker's leadership.