FRANCHISING | Staff Reporter, Australia

Baskin-Robbins looks forward to 2015, shares successes from last year

According to the brand, 2014 marked a record year for Baskin-Robbins Australia with the ice-cream chain increasing its network by more than 20%.

“This past year was Baskin-Robbins Australia’s most successful year to date seeing the company open a record 14 stores,” said David Jordan, General Manager Baskin-Robbins Australia.

He shared the following milestones from last year:

  • Baskin-Robbins opened its first corporate stores in Australia; a milestone for the brand where previously all stores were managed by Franchise Partners.
  • Internal training and operational initiatives were introduced throughout the year. One such example was the introduction of ‘Train Me 1.31’. Inspired by Baskin-Robbins signature 31 flavours of ice-cream, ‘Train Me 1.31’ is a training video initiative aimed at training franchise partners and their team members in operational tasks in less than 1 minute and 31 seconds.

“After such a successful 2014, now is the time to reinforce our focus for growth,” Jordan says. “Over the next 12 months we will strive to open 25 stores across Australia, which will once again consist of a combination of company owned stores and franchise partner owned stores.”

Jordan shared the following news for 2015:

  • The brand's focus towards Victoria with the majority of stores planned to open within an eight month window.
  • Each of the new stores will be built utilising the Happy 1.0 store design components, which will take the brand to a new level of awareness and enhance the guest’s experience.
  • Baskin-Robbins will expand its Franchise Support Centre team with the introduction of new roles, including a Marketing Assistant, Finance Executive, Supply Chain Administrator and several Corporate Store Managers. This new team will have a critical role in helping achieve the strategic vision for Baskin-Robbins to become Australia’s favourite ice cream.

The first of the 25 store openings are set to open towards the end of this month.

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