Baskin-Robbins Australia begins Building on the Foundation at their First Annual National Conference

Franchise Partners were recognised for their outstanding performances and contributions to the Baskin- Robins Brand at their first Annual National Conference held last week on the Sunshine Coast in Queensland.

David Jordan, General Manager of Baskin-Robbins Australia, enthusiastically opened the Conference, noting that this event was yet another major milestone in the Brands’ transformation process.

Mr Jordan highlighted the Brands’ successes achieved over the past 18 months, and reinforced the opportunities that lay ahead; preempting the conference theme of “Building on the Foundation”. With over 70 Franchise Partners in attendance, he captivated the audience with his address on the changing retail landscape, consumer behavior trends and insights as well as the growing importance of the guest experience in store. Guests want value and authenticity from a brand, if a Brand is going to survive in this changing landscape, the guest experience is going to be crucial in driving and sustaining brand loyalty.

“Brands must challenge their purpose and value propositions. The days of simply making goods and delivering services is long gone, as guests search for new and more emotionally enriching relationships and experiences. The guests’ instore experience has migrated from being purely transactional to experiential.

Perfecting this guest experience through focusing on the fundamentals is key. Creating memorable experiences with every guest interaction, this is how we will build Brand loyalty. Continually looking for opportunities to challenge ourselves and the norm to drive an outcome that will enhance the in store experience for our guest,” Mr Jordan explained.

Industry guest speakers included Keynote Speaker Peter Thurin, the Founder of Blackbelt in Excellence and International leading authority on Achieving Excellence. Peter Knight, co-founder of Smart Franchise & Franchise Accountants Network and one of Australia’s leading franchise accountants, Kate Groom, Smart Franchise Partner and Business Improvement Strategist as well as Retail, Food and Customer Services Professional Peter May.

The awards night honoured all Franchise Partners across the country, with the following stores recognised for their performances in 2015:

 Best Instore Training Initiative 2015 – Baskin-Robbins Circular Quay, NSW

 Highest Comp (Turnover) Growth 2015 – Baskin Robbins North Lakes, Qld

 Local Store Marketing Initiatives 2015 – Baskin-Robbins West End, Qld

 Community Engagement Programmes 2015 – Baskin-Robbins Redcliffe/Clontarf, Qld

 Top Performing Store in the Cake Category 2015 – Baskin-Robbins Mackay, Qld

 Most Improved Store 2015 – Baskin-Robbins Canningvale, WA

With the overall award for Franchise Partner Store 2015 presented to:

Baskin-Robbins Camp Hill, Qld, for their commitment and involvement in their local community, schoolsand sports clubs. Their continued focus on team member development and training resulting in enhancement to their overall guest satisfaction scores which subsequently positively affected store turnover and overall growth.

David Jordan closed the National Conference by providing Franchise Partners with insight into the Brands’ strategic direction for the next two years, emphasising that no matter the economic landscape or changing guest behaviour, it is crucial that they focus on building on the fundamentals and the foundations of their respective stores and businesses, through providing a superlative guest experience.

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