CONTENT Abstract, Introduction and Background....P.3 Methodology.P.3 Findings: Categorizing Data.....P.4 P.7 Quantitative Analysis.....P.7 P.10 Conclusions.............P.11 Recommendations....................................................P.11 P.12 Limitations......P.13 Appendices....P.14 P. 22 References........P. 23 ABSTRACT, INTRODUCTION AND BACKGROUND Second Cup is one of the most famous café franchisers in Canada . Millions of people enjoy the unique tastes of its various kinds of premium coffee and merchandize items. It is in fact the largest specialty café......

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