Second Cup was featured in an episode of Undercover Boss (Canadian TV series) which aired in March 2012 on the W Network. The episode is under CEO Stacey Mowbray's direction. She demonstrates her effort to inspire change from the perspective of her frontline employees, and promote Second Cup's image as a company that cares and provides the best café experience. Tassimo Second Cup beverages were launched in September 2012, In April 2015, Second Cup launched Rewards program, which allow its users to earn points using a mobile app.