With the right climate for ice-cream consumption, multinationals have entered the ice-cream market and competition has gone intense giving a better deal to franchisees.
Baskin Robbins International has been delighting its guests for more than 60 years. Baskin Robbins has got more than 5800 parlours across 40 countries. Franchisees are operating all the Baskin parlous in India. Launched in 1993, Baskin started its franchising in 1994 in India and with four parlours, today has 265 outlets.
Growth over the years
About the company`s unprecedented growth, Sanjay Coutinho, COO, Baskin Robbins says, “There has been a 35 per cent increase in the number of parlours. We have scaled up from 196 Parlours in Dec 2006 and are now placed at 265 Parlours at the end of Dec 2007. We have entered 8 new cities and added 31 new franchisees in the said duration.” The company aims to open 100 new parlours every year for next five years.
The company is targeting 60 per cent of this growth to come from Mumbai, Pune, Bangalore, Hyderabad and New Delhi. The company is exploring the markets of Vidarbha, Gujarat, Rajasthan, Punjab, Jharkhand and Chattisgarh for its further expansion through multiple franchisees and revamp its existing parlours in Chennai and Kolkata.
USP: Baskin Robbins India operates purely on franchise model wherein the initial investment is made by the franchisee for interiors, machinery, real estate and Franchise fees. The franchisee operates on very healthy gross margins while he takes care of operating expenses. Once the parlour is operational, Baskin provides all the front and back end support to the franchisee to make his business a successful. To top it all, Baskin doesn`t charges any royalty or revenue share from its franchisees.
Baskin Robbins known for its 31 flavours and launching at least one new flaour every month as “flavours of the month”.
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