What are the key factors in running a successful dessert franchise? We find out from Baskin-Robbins.
General manager David Jordan joined Baskin Robbins two and a half years ago. “We’ve seen such changes. We were still looking at the business of dessert as transactional rather than experiential. We talked about experience but it was not part of our fundamentals.”
One of the challenges Baskin-Robbins faced was the perception of outlets as takeaway stores so a fresh design with a caf ambience has been unveiled.
“The QSR market has had a very challenging year in sales trends. It comes back to the fundamentals of offering a good product and service. There will be more and more operators coming in. I really believe where the challenge in retail is to build a great team, stick to standards, focus on customer service and consistency.
“We have to stop and ask ourselves, are we delivering a great experience? If we’re not, any dollars spent in drawing customers to our stores are wasted.
“We are looking at larger cafes, express stores with one cabinet, kiosks, vans, carts.
We recognise it’s going to get tougher, so we are looking at less conventional ways to do business.”
Baskin-Robbins might add in home delivery as a service. “We have the opportunity to recognise what people want – it’s the convenience factor. Now some of the best restaurants do home delivery. If we do it we have to do it properly, we have to execute well.
“People are willing to pay for quality but they will shop around so brand loyalty is harder to maintain.”
Customers want quality and value and authenticity – at the right price, he says.
TV shows and media coverage have brought cuisine creativity to the fore, he says, with food blogs adding to the awareness of high standards of presentation.
“Any consumer can be an expert. Technology has been a wonderful device to bring people together to talk about food, and share great experiences, using pictures and words to communicate about food.
“People are looking for something a little different, something they know but with a twist."
Tea has regained popularity as an ingredient, says Jordan. Then there are the old favourites: butterscotch and salted caramel. Innovations such as savoury tastes – bacon for instance – are mixing up the savoury/sweet flavours.
- Clarification: this reference to flavours is a comment on industry trends and does not relate to the Baskin-Robbins' offer.