Second Cup, a Canada-based coffee shop, has launched a free mobile loyalty program, Second Cup Coffee Co. Rewards, according to a company press release. It’s designed to enhance customers' coffee experience by providing a simple and fast way to earn points, redeem rewards and be delighted by personalized offers and surprises, said Vanda Provato, VP of marketing and category.

"As our Second Cup coffee revolution continues, we are igniting Canadians' passion for our brand, thanks to the many innovations we've introduced," Provato said. "Our new Rewards program and mobile app embody our commitment to creating a premium, personalized brand experience for our customers."

To join Rewards, customers may download the Second Cup Coffee Co. Rewards app from the App Store or Google Play, or pick up a card in café. Members can also use the app on their Apple Watch, making Second Cup Coffee Co. one of the first Canadian companies to debut an app for the new device, Provato said.

Rewards members earn 10 points for every dollar spent and will start earning points by signing up. To launch the Rewards program, those who join before May 20, will also receive a welcome offer of 500 points – redeemable for a free brewed coffee, espresso or tea beverage. Special surprises along the way, including a free beverage on their membership anniversary date and other personalized bonus offers, are also available, Provato said.