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Available Expert - Coffee chain Second Cup exploring cannabis retail in Ontario

Thursday, August 16, 2018

Queen’s University business expert John-Kurt Pliniussen is available to comment on reports that coffee chain Second Cup is reviewing its Ontario locations for possible conversion to cannabis retail stores.

“Cannabis will soon be part of many consumer product categories like clothing, beer, toiletries, sweets, cafes, food, members-only clubs, apps, and more” says Dr. Pliniussen. “How large this cascade of new products or services becomes will be a function of four important marketing basics: 1) promotion: can they get our attention and incentivize us to try it? 2) distribution: how easy is it for us to get it in a store or via online? 3) product quality – what are the quality promises, return policies, warranties, testimonials? 4) price – is the price premium/high or good-value, and how do we know?”

“Second Cup is trying to move quickly because there will be demand for what they are offering,” he says. “Now they just have to figure out how to get Canadians to try it, and then come back.”

Dr. Pliniussen is currently working with Queen’s psychiatrist Oyedeji Ayonrinde on cannabis projects. Together, they are developing programs related to communicating the hazards associated with the high and potent THC content in some marijuana strains and products.

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