In Focus
HUMAN RESOURCES | Staff Reporter, Australia

Baskin-Robbins amp up guest experience with a 1 minute video

The chain's training video initiative now provide stores with the best practice standards possible.

"'Train Me 31' has become a part of our daily operations and training ’life’ at the Franchise Support Centre and across the network of stores," David Jordan, General Manager of Baskin-Robbins told QSR Media.

In 2014, internal training and operational initiatives were introduced which included the introduction of ‘Train Me 31’. Inspired by Baskin-Robbins signature 31 flavours of ice-cream, ‘Train Me 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

"We continue to believe that our guest experience is the most important part of the Baskin-Robbins’ brand journey and through our training videos we have been able to provide stores with best practice standards and examples of great guest satisfaction. Our Train Me 31 videos have provided a platform for us to provide a visual reference for existing and new product builds (‘job aids’)," he noted.

Adding that the marketing team utilise Train Me 31 videos to educate stores on upcoming marketing promotions providing a platform for the chain's Franchise Partners to share promotional activities with their Team members in store.


Baskin-Robbins plans to continue its network strategy with an overall objective of 20 new stores in 2015. These new stores will be a combination of both Franchise Partner owned as well as Corporate Stores.

"Our Corporate Store openings reinforce our commitment and confidence in the Australian market and economy. They also provide our existing Franchise Partners and the larger commercial sector with the confidence we have in our Brand and our growth strategy," Said Jordan.

According to the General Manager, the chain is already well on track to achieving this objective and to date the following stores have opened:

  • Albert Street, Brisbane CDB, Queensland
  • Morayfield, Queensland
  • Grange, Queensland
  • Warwick, Western Australia
  • Applecross, Western Australia
  • Rouse Hill, New South Wales

He shared that Baskin-Robbins currently has a network of over 85 stores spanning across Australia, with only three stores in Victoria, so part of its plan is to expand in the state. "Our shareholders envisage a great opportunity to expand the Brands’ footprint within the Victorian market," Jordan added.

Meanwhile, he said that the chain will be looking across the entire Australian market to find the most suitable locations that will help the brand deliver on its brand objective, which is to become “Australia’s favourite ice-cream brand”.

"As a brand, our goal is to exceed the expectations of our guests, Franchise Partners and key stakeholders alike. To successfully achieve this we are focused on increasing our network and, in line with this, ensuring that we deliver a consistent supply chain to service our expanded geography. An ongoing focus for us is delivering what our guests want – consumers are looking for quality, value, authenticity and a great experience," Jordan noted.

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