Taste test at Cold Rock

Geoff Stone didn't believe Cold Rock was ice cream worth travelling for - until he tried it.

When did you open this franchise?

We opened our first fast food dessert franchise store at Springwood in August 2000 and our second store at Garden City in September 2003.

Why did you choose this ice cream franchise?

There were three motivating factors to buy a business. I didn't want to work for Telstra all my life and die not knowing what it was like to own my own business. I worked a lot of long nights at Telstra and thought if I'm prepared to work these hours I should be working for myself. I could see the writing was on the wall and four years later I was made redundant.

Why Cold Rock? We were at a friend's place on a Saturday night and they suggested we travel 30 minutes to town and get a Cold Rock. I said: "What's a Cold Rock?" When they said an ice cream I said: "I'm not travelling that far for an ice cream, haven't you got any in the fridge. No? Well, why don't we go to the corner store and buy an ice cream?" They replied: "Because it's not Cold Rock." After travelling for 30 minutes to get a Cold Rock, we sat out the front and watched this continual stream of people going in to the store. That convinced me.

What do you hope to achieve as a fast food franchisee?

Cold Rock franchisee of the year is the goal; that will tell me that I have arrived. To own the best suburban Cold Rock in Brisbane - currently I'd be in the top three. Respect from my Cold Rock peers, fellow franchisees valuing and seeking my opinion.

What investment have you put into the ice cream business so far?

A lot of money and a lot of time.

Describe your typical day?

An 8am start. My day could be taken up with any of the following: paperwork, making ice cream, waiting for the milk to arrive, delivering ice cream, banking, training staff, serving in the shops, doing the roster or wages or chasing staff to fill a shift that someone has cancelled. Lunch could be an apple and a cup of coffee on the run or a sandwich from next door if I have a bit of time, usually mid afternoon. I'll be home anywhere between 7:00pm and midnight. Thursday night is movie night; no business for three hours.

This article appears courtesy of Franchising Magazine