Meet Baskin-Robbins Australia's new big boss
The brand is now under new management.
With Baskin-Robbins now under new management, Roger Mussalli has been appointed as the brand’s new General Manager and Director of Palm Oasis Ventures.
QSR Media: What makes you excited about your new position?
Mussalli: Where do I start? I suppose my excitement stems from the incredible opportunity and energy that exists right across Baskin-Robbins in Australia.
We’ve got incredible franchisees, we’ve got a loyal customer base that loves Baskin-Robbins, we have an entire market wishing they could have easy access to all of our 31 ice cream flavours, and I’ve joined a team that is rearing to go.
I suppose I feel like a coach that has just been hired to take an all-stars team to the grand final. It’s all about developing the competitive synergy from all the great assets Baskin-Robbins has to date.
QSR Media: What three goals are you focused on?
Mussalli: I’m not sure if it’s original, but I am totally and absolutely committed to how we operate and staff Baskin-Robbins.
My reason for this is that when we excel at delivering what Baskin-Robbins is all about – creating irresistible treats to make our customers smile and feel good inside and out – then we are delivering on what our customers expect from us.
By ensuring that our operational capability is excellent, we empower our franchisees to deliver above and beyond. And with exceptional operations and a brilliant team, our customers will continue to be delighted.
In short, I have one goal of excellence, across operations, franchisees and customer experience.
QSR Media: What will you do differently in this position?
Mussalli: Due to the time difference between Baskin-Robbins Australia, the Galadari Brothers Group in the U.A.E., and the Dunkin’ Brands Group in the US – we’re in effect working 24 hours a day on developing Baskin-Robbins across Australia.
That allows me to focus on building the business during the day, working with our customers and franchisees; while at other times I have the benefit of reflecting on the steps we are taking with my bosses in the US and the U.A.E.
I’m not sure if there’s another business that has this perfect balance.
QSR Media: What changes are you planning for?
Mussalli: There are simply too many to list here. A key one though is that I expect to become one of Australia’s most prolific road warriors, armed with every technology that keeps me close to our growing number of parlours.
I know for certain that we will achieve our intentions by working in the field. So while I’m based in Brisbane, my plan is to be regularly present in every Baskin-Robbins parlour, while being connected to each and every other parlour.
I’ve got to be working with the team. This is not a job done from behind a desk.
QSR Media: What are your key business philosophies?
Mussalli:
1. There’s no business like show business – we need to learn from how show business creates unforgettable customer experiences.
2. A good business is one failing its potential, because if you’re good then you have the responsibility to be great.
3. Business is done between people, not businesses. That means taking the time to get to know the people, because only that will teach you about the business.
QSR Media: What previous positions prepared you for this one and how?
Mussalli: I’ve had the great privilege of gaining a Post Graduate Diploma in Business Management and an Advanced Diploma in Retail Management from the Australian Graduate School of Management, and an MBA in Business Administration, and Management and Operations, from Macquarie University.
And the great fortune of being able to contextualise this academic knowledge with the best practices and operational innovation I was exposed to as Australian national operations manager for both McDonald’s and Hungry Jack’s; and as general manager of operations for QSR Holdings, which manages the Red Rooster, Chicken Treat and Oporto brands in Australia.
I suppose, somewhere, somehow I’ve had a hand in serving a meal to most Australians.
