Baskin-Rob­bins Best Brand

Business First - - NEWS -

Baskin-Rob­bins have been recog­nised as Aus­tralia’s premium ice-cream brand at the in­au­gu­ral QSR Me­dia Awards at the Hil­ton Ho­tel, Syd­ney, win­ning the award for Best Brand Trans­for­ma­tion.

Baskin-Rob­bins, through the guid­ance of Aus­tralian Gen­eral Man­ager David Jor­dan and his team, have made dra­matic im­prove­ments to the Aus­tralian busi­ness model and op­er­a­tional prac­tices over the last 18 months.

The brand trans­for­ma­tion process be­gan with the ap­point­ment of David Jor­dan to Aus­tralian Gen­eral Man­ager in Fe­bru­ary 2014. A record 14 new stores opened the same year which was recog­nised by the Chair­man And Chief Ex­ec­u­tive Oœicer of Dunkin’ Brands, Mr Nigel Travis, and In­ter­na­tional Di­rec­tors as the most suc­cess­ful year in the his­tory of Baskin-Rob­bins in Aus­tralia.

Jor­dan said, “18 months ago we be­gan a jour­ney with our Fran­chise Part­ners to re-build this brand through the im­ple­men­ta­tion of a strat­egy that to­gether we all had in­put and own­er­ship in. The align­ment be­tween our Fran­chise Part­ners, sup­port cen­tre team and own­ers has been crit­i­cal to en­sur­ing en­gage­ment and ex­e­cu­tion of our col­lec­tive vi­sion.

“The strength of the Baskin-Rob­bins brand is a tes­ta­ment to the lead­er­ship be­ing shown at ev­ery level within our Brand, a shared vi­sion and a united pas­sion for mak­ing our guests smile.

“We have seen in­creased sat­is­fac­tion from Fran­chise Part­ners, with re­cent Fran­chise Part­ner sur­vey re­sults show­ing a sig­nif­i­cant turn­around in en­gage­ment and sat­is­fac­tion at record high lev­els. This in turn has gen­er­ated an im­proved guest ex­pe­ri­ence and in­creased guest fre­quency rates.”

“This award is a re­minder to all of our team mem­bers, store man­agers, Fran­chise Part­ners, and Fran­chise Sup­port Cen­tre team mem­bers that to­gether, our strat­egy is de­liv­er­ing. The most ex­cit­ing part is that this jour­ney has only just be­gun, and we are even more ex­cited about what lies ahead, as we know we still have so much more to do to con­tinue to ex­ceed all of our stake­hold­ers’ ex­pec­ta­tions,” he said.

Greg McMur­ray, David Jor­dan, Jus­tine Charl­ton, Zoe Det­mold at the QSR Awards

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.