How does Baskin-Robbins attract guests when winter strikes and consumers’ buying behaviour changes, craving warm and indulgent products? The aim is to make the ice cream category less of a seasonal business explains Baskin-Robbins General Manager David Jordan.
Since our first Australian store opened in 1989, our aim remains the same – to keep guests enjoying our premium ice cream all year round!
Globally, the ice-cream sector faces the same opportunity: enhancing their product mixes to be relevant for the cooler months.
History tells us that people’s ice cream eating habits change during the winter months. In order to attract guests during this period, we have to evolve. Baskin-Robbins has evolved their product mix, creating destinations and experiences to attract guests all year round.
CATERING FOR DEMAND
We trade until 10pm daily and implement rostering systems to effectively manage staffing levels throughout the year, including both peak season and the quieter times.
During the winter months, our strategy is to highlight our warm and indulgent sundaes and desserts to encourage guests to visits our stores.
Every year, we release a range of indulgent products that ‘warm you up’ – this winter we welcome back the Baskin-Robbins Indulgent Sundae dessert range which includes the Belgian Waffle and Chocolate Soufflé, as well as two new products, the Deluxe Waffle Cup and the Cookies ‘n Cream Brownie.
Guests can treat their taste-buds to a warm classic Belgian waffle coated with real pearl sugar and topped off with hot caramel fudge or enjoy a soft, light chocolate soufflé with a delicious molten centre, full of pure dark chocolate indulgence, both with the guests’ choice of their favourite premium Baskin-Robbins ice cream. These are just two of the many indulgent winter options available for guests.
Global, national and community partnerships form an integral component to our year-round strategy. This winter, as the official ice cream partner of the Liverpool Football Club, Baskin-Robbins are giving away the chance to win tickets to Liverpool FC’s July 17 match in Brisbane. From 1 June through July 5th, Baskin-Robbins guests can earn an entry into the competition when they spend $15 or more in one transaction at a participating store.
Fifteen winners will be selected. We are excited at the responses received so far and pleased to be able to offer our guests the chance to win such a unique experience.
In addition to our year round value offerings, our National Promotions drive awareness and provide focused targeting. Over the winter months, our marketing campaigns need to work harder and give our guests a strong reason to visit, and what better reason than our 31 flavours, premium ice cream and absolute indulgence.
We actively engage with our loyal guest base including our Club 31 members and our Facebook fans, ensuring our messaging is relevant and drives conversation and guest engagement.
David Jordan boasts more than 15 years’ experience in senior hospitality & retail management. Jordan is characterised as a visionary, strategist and tactician with a consistent record of delivering extraordinary results in growth, revenue, operational performance and profitability.
In his current General Manager role at Baskin-Robbins Australia, Jordan is responsible for developing and driving the overall business strategy for the network of more than 85 stores nationally. In 2014, David delivered the most successful year in Baskin-Robbins 25 year history in Australia.