Baskin-Robbins GM takes on mission to make ice cream less seasonal
David Jordan is responsible for developing and driving the overall business strategy for the brand’s network.
“The aim is to make the ice cream category less of a seasonal business,” he said.
“Globally, the ice-cream sector faces the same opportunity: enhancing their product mixes to be relevant for the cooler months.”
As people’s ice cream eating habits tend to change during winter months, Baskin-Robbins has to evolve their product mix, creating destinations and experiences to attract guests all year round, Jordan said.
“During the winter months, our strategy is to highlight our warm and indulgent sundaes and desserts to encourage guests to visits our stores.”
“Every year, we release a range of indulgent products that ‘warm you up’ - this winter we welcome back the Baskin-Robbins Indulgent Sundae dessert range which includes the Belgian Waffle and Chocolate Soufflé, as well as two new products, the Deluxe Waffle Cup and the Cookies ‘n Cream Brownie.”
Global, national and community partnerships are also considered an integral component to the company’s year-round strategy.
As the official ice cream partner of the Liverpool Football Club, Baskin-Robbins will be giving away the chance to win tickets to Liverpool FC’s July 17 match in Brisbane.
From 1 June through July 5th, Baskin-Robbins guests can earn an entry into the competition when they spend $15 or more in one transaction at a participating store.
“Over the winter months, our marketing campaigns need to work harder and give our guests a strong reason to visit, and what better reason than our 31 flavours, premium ice cream and absolute indulgence,” Jordan said.
