A nationwide campaign aims to raise funds to provide nutritious breakfasts for children across Canada.
Second Cup Café has officially launched its nationwide fundraising campaign in support of Breakfast Club of Canada, reinforcing its ongoing commitment to community well-being and child nutrition. Running from April 14 through May 25, the initiative aims to raise $25,000 to help ensure that children across Canada have access to healthy, nutritious breakfasts before starting their school day.
This campaign reflects a shared mission between the two organizations: to combat food insecurity among children and to promote better learning outcomes through proper nutrition. With thousands of Canadian students relying on school meal programs, this effort is positioned to make a meaningful difference in classrooms nationwide.
A Simple Way to Make a Big Impact
Throughout the campaign period, customers visiting Second Cup locations will have the opportunity to contribute directly to the cause. Guests can donate $1 or $2 with any purchase, whether in-store, online, or via the brand’s mobile app. This simple, accessible donation model allows individuals to make a tangible impact with minimal effort.
The significance of each contribution is powerful: every $2 raised helps provide one nutritious breakfast to a child in need. With a target of $25,000, the campaign is expected to fund thousands of breakfasts, helping nearly 65 children receive meals for an entire school year or supporting more than two classrooms of students.
By integrating donations seamlessly into everyday purchases, Second Cup makes philanthropy part of the daily routine, encouraging widespread participation across its customer base.
Strengthening Communities Through Partnership
The collaboration between Second Cup Café and Breakfast Club of Canada highlights the importance of partnerships in addressing social challenges. Since the partnership began in March 2023, both organizations have worked together to expand access to breakfast programs and raise awareness about childhood hunger.
Roxane Desjardins, Marketing Director at Second Cup, emphasized the importance of collective action in driving meaningful change. She noted that the campaign provides an opportunity for guests, franchise partners, and communities to come together for a shared purpose.
According to Desjardins, even small contributions can create a ripple effect when multiplied across a national network of stores and customers. The campaign embodies the idea that community engagement—no matter how small—can lead to significant outcomes when people unite around a common cause.
Addressing a Critical Need
Food insecurity remains a pressing issue for many families across Canada. For children, starting the day without a proper meal can negatively affect concentration, energy levels, and overall academic performance. Breakfast programs play a vital role in bridging this gap, ensuring students are prepared to learn and succeed.
Breakfast Club of Canada currently supports a vast network of more than 5,000 school breakfast programs, reaching over 895,000 children nationwide. These programs provide not only nourishment but also a sense of routine, inclusion, and care—factors that contribute to both academic success and emotional well-being.
Julie Desharnais, President and CEO of Breakfast Club of Canada, highlighted the transformative impact of a simple meal. She emphasized that access to breakfast can shape a child’s entire day and, in some cases, influence their long-term development and confidence.
Desharnais also expressed gratitude for the ongoing partnership with Second Cup, noting that corporate collaborations are essential in sustaining and expanding the organization’s reach. The support from businesses and their customers enables the nonprofit to continue delivering critical services to children who need them most.
A Track Record of Giving Back
This year’s campaign marks the third major collaboration between Second Cup Café and Breakfast Club of Canada, building on the success of previous initiatives. In 2025 alone, Second Cup raised an impressive $40,000 through its spring and fall fundraising campaigns, demonstrating strong customer engagement and a growing commitment to social impact.
The continued success of these campaigns underscores the effectiveness of cause-driven initiatives within the retail and hospitality sectors. By aligning business operations with social responsibility, companies like Second Cup can create value that extends beyond products and services.
Moreover, these efforts strengthen brand loyalty, as customers increasingly seek to support businesses that contribute positively to society. The campaign not only benefits children in need but also fosters a sense of purpose and connection among customers and employees alike.
Nationwide Participation
The fundraising initiative will be available at participating Second Cup locations across Canada, ensuring that communities from coast to coast can take part. Whether through a quick coffee stop, an online order, or a mobile app purchase, customers can easily join the effort to support children’s nutrition.
Franchise partners also play a crucial role in the campaign’s success. Their engagement at the local level helps amplify the initiative’s reach and encourages community involvement. By promoting the campaign in-store and interacting with customers, they help bring the mission to life in meaningful ways.
More Than Just a Fundraiser
While the primary goal of the campaign is to raise funds, its impact goes far beyond financial contributions. It raises awareness about the importance of child nutrition, encourages community engagement, and strengthens the relationship between businesses and social causes.
The initiative also serves as a reminder of the collective responsibility to support vulnerable populations. In a time when many families face economic challenges, programs like these provide essential support and hope for a better future.
By participating in the campaign, customers become part of a larger movement—one that prioritizes the well-being and success of children across the country.
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.
