“We took the early decision to not be victims”: Baskin-Robbins maintains high demand through consistent multi-channel engagement
The hard scoop chain’s general manager explained to QSR Media how they are navigating the pandemic.
There were times in past years where Baskin-Robbins general manager Ben Flintoff saw changes in the industry that he and his team felt would last.
Often, it wasn’t the case, he admits. Then came the pandemic and the initial restrictions that were put in place.
“It was quite clear from early on that there would be winners and losers from this crisis. There are retail outlets that closed during this period that will definitely never reopen. The way we interact with our consumption habits has changed forever,” he told QSR Media in an exclusive interview.
“We took the early decision to not be victims. This pandemic occurred on a global scale and not to one individual, company, state or even country. Once we had acknowledged that this was happening, we were able to move quickly to “how” and take action.”
Despite difficulties, he says long-term and lasting change brought about by the crisis. Much of it, he says, is for the better.
“Electronic payments and convenience through delivery or order ahead platforms are clear examples,” he said.
Baskin-Robbins’ latest numbers make a case for Flintoff’s perspective on delivery. Their home delivery platform, which contributed 17% of network sales doubled to a third of their business within a two week period.
“It was an X-factor that was built not on two weeks or two months of work, but on two years of work…[it] was something we could not have predicted, but were certainly prepared for. Those levels are still maintained now,” he said.
The move to delivery orders rather than in-store consumption, he said, signified a pivot from our classic sundaes to items that could often feed more than one person. Flintoff also stressed the need to also be consistent in interacting with their base through their loyalty app and social media platforms.
He also teased that Baskin-Robbins is “building new momentum” on their menu.
“That being said, there is always work to be done. Social media interaction is exactly that, interactive, so finding ways to keep our conversation going with Baskin-Robbins ice cream fans is a permanent journey.”
Despite in-store restrictions and most of the industry feeling the pinch of the coronavirus, Flintoff says the brand was “privileged enough” to see high demand. Baskin-Robbins’ network, he noted, experienced double digit sales growth during mid-April to mid-June with daily sales records and weekly sales records “being broken regularly.”
“Given some of the logistics challenges all of us in QSR and food retail have faced recently, one of the single biggest challenges we faced was keeping a fully stocked pantry for franchise partners to order from,” he explained.
Despite the pandemic reshaping how brands engage consumers, Flintoff believes the retailing basics won’t change and will ultimately determine who wins and loses from the crisis.
“Good brands are being rewarded by consumers right now because they have earned a reputation for being food safe, consistent and provide a value proposition that resonates with their consumer advocates. But that same ethic will survive in a pre-, post- or non-COVID time,” he said.
