january 2005january 2005 the inside scoop on building your ... · bobby williams, director of field...

January 2005January 2005 The Inside Scoop on Building Your BusinessThe Inside Scoop on Building Your Business

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New Promotion New Promotion New Promotion Makes History Makes History

See Inside See Inside See Inside for Franchisee for Franchisee for Franchisee Sweepstakes Sweepstakes Sweepstakes Sweepstakes

PAGES 4-5

Bye-Bye Bye-Bye Bye-Bye Smoothies Smoothies Smoothies Smoothies Smoothies Smoothies Smoothies Smoothies Smoothies Smoothies Smoothies Smoothies Smoothies Smoothies Smoothies Smoothies Smoothies Smoothies Smoothies Smoothies Smoothies Smoothies

Get Ready for Get Ready for Bold Breezes! Bold Breezes!

Build a Better Cake Business

Practical Tips and Ideasto Get You Started PAGE 2

Brush Up on the ABCs of Ice Cream Order Entry

Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake! Let Them Eat Cake!

For Review Only - Version 11

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Do you give your ice cream cakes the Do you give your ice cream cakes the attention they deserve? Wherever there is room for improvement, there is unlimited potential for increased sales and profi t-ability. Read on for some practical tips and advice from corporate directors and fellow franchisees…

Visual AppealWhat do your customers see when they

walk into your store and look at the display case? Is there a broad selection of sizes, fl avors, and designs? Or do you have a small range of pre-builts in basic fl avors?

“Some franchisees don’t maintain a full display case because they might end up throwing cakes away; so their solution is to off er a smaller selection of cakes in lim-ited fl avors and designs. But it becomes a catch-22—if customers aren’t satisfi ed with the choices available to them, the fran-chisee won’t sell as many cakes,” explains Bobby Williams, Director of Field Marketing for Baskin-Robbins. “However, cakes near-ing their expiration dates don’t have to be wasted product; franchisees can use those cakes to help build their business.” (See tips on page 3 for ideas.)

“We keep our cases full with a variety of sizes and fl avors,” says Franchisee Jennifer Holloway of Henderson, Nev. “The pre-builts are popular with our walk-in customers; however, we also stock however, we also stock a lot of custom cakes a lot of custom cakes a lot of custom cakes and fl avors that appeal to our more seasoned cake customers. If you take your customers’ age groups and fl avor preferences into con-sideration, you’ll know what kinds of cakes to stock in your case.” Lots of young children? Dis-play some fun birthday cakes. High school nearby? Create some teen themes and graduation designs. An older clientele may be more interested in anniversary cakes and elegant dessert cakes. If certain fl avors seem to be especially popular among your regulars, use them in your display cakes.

The Price Is Right“Once you get customers to notice “Once you get customers to notice

you, it’s all about price and value,” notes you, it’s all about price and value,” notes you, it’s all about price and value,” notes you, it’s all about price and value,” notes

John Carlson, Director of Franchise Services for Baskin-Robbins. Because Baskin-Robbins cakes are superior to the competition, franchisees can charge a premium, yet value-appropriate, price.

“You’d be surprised how many franchisees don’t know their costs of production,” says Carlson. “You need to know the production costs of each cake in order to determine your profi t margin and set intelligent, well-reasoned prices. You should have a wide range of sizes and prices, from a small, simple, non-occasion cake for two people to an elaborate, detailed, full-sheet cake for a special event. Figure out your cost to make each cake, and then price

them accordingly. Think of it like a car dealership—some people just want to pay a low price and are perfectly happy with a basic model, while others are willing to pay more for luxury and style. You may have smaller profi t margins on the

low-end cakes, but you can have a larger mark-up on the high-end custom designs.”

If you haven’t calculated the optimal pric-ing for your cakes, there are several sources you can turn to for guidance. Your FSM can work with you to help you determine your ideal cake pricing, or you can use the on-line pricing tool at line pricing tool at line pricing tool at BRSimulator.com. Cake pricing will also be covered in the upcom-pricing will also be covered in the upcom-pricing will also be covered in the upcom-ing franchisee business profi tability review.ing franchisee business profi tability review.ing franchisee business profi tability review.ing franchisee business profi tability review.

Superior ServiceOnce you’ve mastered your cake execu-

tion, you need to focus on service. You may have the most talented decorator in the business, but can you turn around a custom cake in a day or less? Your counter crew may be a pleasant, friendly bunch, but are they skilled at selling cakes?

“You have to be willing to give the cus-tomer exactly what they want, when they they want it,” says Franchisee Robin KaufmanRobin Kaufmanof Long Beach, N.Y. “We have actually made of Long Beach, N.Y. “We have actually made custom cakes while people sit and wait for them. There was even one time when I came into the shop at 2 a.m. after a formal aff air, wearing an evening gown, and fi n-ished a child’s fi rst-birthday cake because the mother forgot to order it in advance.

If you do it right and show you care, you’ll develop loyal custom-ers that come back every year, for all types of occasions.”

Williams agrees: “Your customers spend a lot of money for a custom cake, so you have to make sure they’re completely satisfi ed with their purchase. The cake should be made fresh, with the proper fl avor and correct wording. If you don’t get it right, you can do all the promotions you want and it won’t make a diff erence—you’ll lose that customer’s business, as well as potential future sales from their family and friends.”

Williams also recommends taking advantage of downtime and the slow season to hone your staff ’s cake skills: “Make sure your dessert reference guide is current and that all employees are well versed in your full range of cakes. Train your team to suggestive sell, and ask them to get out from behind the counter and walk over to the display case or dessert guide with the guest. Go through each step of the order process to make sure your crew knows exactly what the customer is looking for so that there is no disappointment.”

Take Your Cake Business to the Next Level

New Year’s Resolution:New Year’s Resolution:New Year’s Resolution:New Year’s Resolution: Concentrate on Cakes Concentrate on Cakes Concentrate on Cakes Concentrate on Cakes

By following the recommendations in this article, you could be well on your way to building a stronger cake business. And if you’re looking for some new ideas to make a good business even better, check out the practical tips on page 3.

stock in your case.” Lots

them accordingly. Think of it like a car dealership—some people just want to pay a low price and are perfectly happy with a basic model, while others are willing to pay more for luxury and style. You may have smaller profi t margins on the

“It’s crucial to offer your “It’s crucial to offer your “customers something they can’t

fi nd elsewhere. Anyone can go to their local grocery store and pick a basic ice cream cake out of the freezer, so you must give them a reason to make a special trip to Baskin-Robbins. Customers will

make the effort if they know they can get something special or out-

of-the-ordinary from you.”—John Carlson, Director of Franchise Services

Can Your Decorator Meet Demand?If you’re serious about building your cake business, be sure to invest in a talented cake decorator. To avoid missed opportunities, you should have a decorator in the shop seven days a week to fulfi ll last-minute orders.


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Are you ready to melt hearts? This Valentine’s Day, we Are you ready to melt hearts? This Valentine’s Day, we Are you ready to melt hearts? This Valentine’s Day, we are featuring an exciting cross-promotion with American Greetings via their online store, AmericanGreetings.com, in which American Greetings will off er free eCards and

services to Baskin-Robbins customers who purchase any size ice cream cake. We

believe our brands’ featured products—cakes and cards—are a great fi t for any holiday or celebration. We anticipate that the free gift with purchase (a limited-time off er valid from January

30 through February 14, 2005, or while supplies last) will be mutually benefi cial to

both brands; it is designed to motivate more consumers to buy Baskin-Robbins ice cream cakes while increasing usage and awareness of American Greetings’ eCards.

We will also be running two new print ads. Beginning the fi rst week of February, we will run another installment of our PINK ad campaign in two consecutive issues of Peoplemagazine and one issue each of Sports Illustrated, Sports Illustrated, Sports Illustrated Timemagazine, and USA Weekend. These print ads will reach

over 37 million readers. To put that fi gure into perspective, that’s more people than the combined viewing audiences of CSI: Miami, American Idol, and American Idol, and American IdolThe Apprentice for an average week!

The advertising creative will feature two distinct messages. The fi rst is targeted to the emotional side of Valentine’s Day with a headline that reads: “It melts. Hearts.” The second creative unit attempts to foil the traditional consumer behavior of giving chocolates for Valentine’s Day with the following headline: “This Valentine’s Day, think outside the box of chocolates.” Please Note: All of our adver-tising will feature the 6-inch round Valentine’s Day design shown here, so be sure to stock up!

Our online activity will begin approximately two weeks before Valentine’s Day. In addition to the American Greetings promotion, we will advertise our cakes on some of the top 100 web sites. Our combined online activities are expected to generate around 25 million impressions.

An Exciting Partnership with American Greetings, Plus New Ads

Something New for Valentine’s Day Something New for Valentine’s Day Something New for Valentine’s Day Something New for Valentine’s Day Something New for Valentine’s Day

in which American Greetings will off er free eCards and services to Baskin-Robbins customers who

purchase any size ice cream cake. We believe our brands’ featured products—cakes and cards—are a great fi t for any holiday or celebration. We anticipate that the free gift with purchase (a limited-time off er valid from January

30 through February 14, 2005, or while supplies last) will be mutually benefi cial to

25 million impressions.

Watch for your February POP kit, which will include more details and a counter card to support this Baskin-Robbins/

American Greetings cross-promotion.

USA Weekend. These print ads will reach magazine, and

Waste Not, Want NotTo avoid wasted product, sample cakes that are nearing their

expiration date. Think big: consider delivering an entire cake to local offi ces or schools. Drop off the cake with a business card, fl yer, and/or coupons. This can generate orders for a variety of offi ce parties: birthdays, new babies, promotions, new hires, retirements, and the like.

Small Details, Big ImpressionFranchisee Barbara Kochel of Tucson, Ariz., says her deco-

rator, Mary Mendivil, adds special touches to increase the “wow” factor of their cakes: “We use liquid chocolate to create decorations—for example, Mary will make chocolate hearts for Valentine’s Day, then use whipped cream to stand them upright on the cakes. We’ll drizzle chocolate, nuts, or candies over the cakes—the toppings are based on the fl avor inside. Spun sugar—also called ‘white glitter’—creates a nice eff ect; try sprinkling some on your roses.”

Franchisee Robin Kaufman of Long Beach, N.Y., gives away a long-stemmed rose with each Valentine’s Day and Mother’s Day cake. “It’s not something we advertise; we just hand out a rose when the customer picks up the cake. It’s just a small gesture, but guests seem to remember and appreciate it.”

Size Up the CompetitionTake the time to visit local bakeries, grocery stores, and

other ice cream shops. Keep track of what your competition is doing—if you’re aware of their current designs, promotions, and prices, you can stay one step ahead of them by off ering a wider variety and competitive off ers.

Move Cakes with ContestsTo build cake sales, encourage your staff to suggestive sell

and actively promote cakes. For best results, motivate your employees by sponsoring contests—off er a prize to the crew-member who sells the most cakes in a specifi ed period. The prize can be as simple as movie tickets or a gift certifi cate to the local mall, but it gives them something to strive for.

Develop the Talent WithinWhile it’s usually not feasible to have a cake decorator in the

shop the entire time you’re open for business, you can train your crewmembers to build cakes and teach them simple decorating techniques, such as writing with frosting. That way, if a customer arrives shortly before closing and asks for a

customized cake, you’ll have someone on hand that can personalize a display cake or create a simple custom cake.

Top Tips to Boost Your Cake Business

Teach your crew basic decorating techniques.


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Ken’s Korner

Ken Kimmel, Baskin-Robbins Concept Offi cerKen Kimmel, Baskin-Robbins Concept Offi cer

Bold Breezes IntroductionHappy New Year to everyone! I hope that the holiday season was fi lled with joy and that 2005 is a

successful, prosperous year.

We’re kicking this year off in an exciting way with a new product introduction of Bold Breezes. Beginning in January in West Coast stores, we will start serving Bold Breezes to customers. The rollout will continue across the country, with all stores serving Bold Breezes by February 15.

Why is the Bold Breezes launch exciting?

The Bold Breezes rollout is the fi rst new product launch in a while. Not only are they new products, they are also innovative and in a category that is hot: frozen beverages. The Bold Breezes launch is a perfect example of our commitment to bring you new products that give people a reason to check out our stores.

Bold Breezes are an opportunity to improve your profi tability. By replacing the Smoothie business with the Bold Breezes line, we are moving to a product with a potential gross margin of 60% from one with a margin of 49% (Smoothies). That means more money could fl ow to your bottom line at the end of the day.

Bold Breezes are an example of a focus on our beverages. Beverages are a key frequency driver of the business. With Bold Breezes, we’re also giving customers a non-dairy alternative in addition to a creamy, dairy-based version. So we have broadened our potential audience of customers because we now have something for everyone at Baskin-Robbins. We see this as a great chance for people to increase the number of times they come to Baskin-Robbins. More visits could mean more money in your cash register.

We have put together a launch we are really excited about. It’s been a lot of work getting Bold Breezes ready, from testing the new product to developing the consumer support, and the training behind it. Our team and many franchisees have done a great job getting it right. The rollout phase is where the “rubber meets the road.” It’s absolutely critical now that we continue to work hard and make this a successful launch. See the Bold Breezes article (opposite) for more information about how to make sure the launch is successful.

Working together, I am confi dent we can make Bold Breezes a strong new menu off ering—one that will result in new

customers, current customers visiting our stores more often, and more money to your bottom line. I have talked about the importance that new products will have in the future of Baskin-Robbins. The introduction of Bold Breezes represents the fi rst step of bringing that commitment to life.

I know we’re all looking forward to seeing some good sales numbers this year. My team is excited to help you make Bold Breezes successful; and with your commitment, too, we’ll make this a great product launch.

Key Dates

Week of Jan. 3 Smoothie Replacement Kit to arrive in store

Jan. 10 – Feb. 15Bold Breezes franchisee training(Training sessions to be scheduled by your FSM)

Jan. 10 Bold Breezes available at Mira Loma

Jan. 30 Bold Breezes available at all other distribution centers

Mar. 13 All Smoothies product and materials to be removed from Baskin-Robbins shops

Mar. 13 – May 7 Bold Breezes national launch

Please note that as of March 13, Smoothies will no longer be approved for sale in any Baskin-Robbins location.any Baskin-Robbins location.any

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New Beverage Rollout: It’s a Breeze! New Beverage Rollout: It’s a Breeze! New Beverage Rollout: It’s a Breeze! New Beverage Rollout: It’s a Breeze! New Beverage Rollout: It’s a Breeze! Are you ready for one of the most exciting product Are you ready for one of the most exciting product Are you ready for one of the most exciting product

launches in a long time? Although the offi cial launch launches in a long time? Although the offi cial launch launches in a long time? Although the offi cial launch of Bold Breezes is still a few months away, there are of Bold Breezes is still a few months away, there are many activities that will be taking place in January to help prepare for the rollout. (See chart on page 4.)

Training and Register ProgrammingAs highlighted in the December Monthly BLAST, Monthly BLAST, Monthly BLAST

franchisee training sessions will be taking place across the country from January through mid-February. Your FSM will contact you to set up a training session, which will cover Bold Breezes and other cold beverages. After attending, you will be able to train your staff on how to make a perfect Bold Breeze, Cappuccino Blast®, and Ice Cream Shake every time.

Also, please remember that all registers will need to be re-programmed before you can sell Bold Breezes. If you have not yet programmed your register, please contact the Navigator call center at (877) 800-2922 for instructions.

All shops will be receiving a Smoothie Replacement Kit in preparation for the Bold Breezes rollout. Each kit will contain the following items:

. Merchandising materials*: Bold Breezes menu strips, beverage menu translight (non-revitalized shops only), menu end panel, and drive-thru menu panel/translight (to replace existing Smoothie materials)

* Kit components will vary based on store confi gurations.

. Bold Breezes job aids and nutritional information

. Register programming notifi cation sheet

. New ice measurement cup

Please post the merchandising materials as soon as you have product and your staff has been trained on Bold Breezes. If you have not received your Replacement Kit by January 10, please contact our fulfi llment vendor, A-Three, at (800) 321-4431.

For shops that feature Store of the Future beverage bars, we have produced new graphic panels to replace the existing beverage bar panels. These panels will not be included in the Smoothie Replacement Kits, so if you have a Store of the Future beverage bar, please contact A-Three to order the panels.

Bold Breezes Pricing RecommendationsTo capitalize on the frequency associated with this product and help

retain our current Smoothie customers, we are making the following pricing retain our current Smoothie customers, we are making the following pricing retain our current Smoothie customers, we are making the following pricing recommendations for Bold Breezes:

o Start by taking a look at your current Smoothie prices. The Creamy Bold Start by taking a look at your current Smoothie prices. The Creamy Bold Breezes (made with non-fat frozen yogurt) are designed to appeal to existing Smoothie users, so the pricing should be comparable—or even existing Smoothie users, so the pricing should be comparable—or even a bit lower.

o The Original Bold Breezes are a terrifi c opportunity to build frequency, as they off er potentially strong profi t margins at reasonable retail prices. We recommend that you fi rst establish your Creamy Bold Breeze pricing, and charge 50 cents less for an Original Bold Breeze of the same size.

o Consider setting an attractive price point for Bold Breezes to encourage trial and increase frequency. The potential for relatively generous profi t margins for Bold Breezes allows you to off er them at price points below your current Ice Cream Shake and Cappuccino Blast pricing while retaining a good level of profi tability.

Finally, you can also check BRSimulator.com for the most up-to-date pricing recommendations on all of your beverage products, including Bold Breezes.

Smoothie Replacement Materials

New Store of the Future beverage bar menu panels.New Store of the Future beverage bar menu panels.New Store of the Future beverage bar menu panels.

Menu end panel.


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The holidays are over, the New Year has arrived, and your guests are crav-The holidays are over, the New Year has arrived, and your guests are crav-ing an antidote for the mid-winter blues. Our response? Let them eat cake!

Baskin-Robbins is taking advantage of a great off er from The History Channel to drive traffi c during the slower winter season. Although Marie Antoinette never uttered the now-famous phrase “Let them eat cake,” the remark is often attributed to the former queen of France. On Monday, January 17, The History Channel will air “The French Revolution”—a special television series that will delve into fascinating details of the rebellion that changed the French monarchy and planted the seeds for modern politics, diplomacy, and nationalism.

The sweepstakes is being off ered by The History Channel at minimal cost to Baskin-Robbins; in return, we will be helping to promote “The French Revolution” television event.

The sweepstakes will feature a grand prize of a trip to France or London and fi ve fi rst-prize trips to New Orleans. It will be promoted through multiple national channels including:

. The History Channel’s web site

. Email announcements sent to The History Channel’s audience and Baskin-Robbins customer email database

. radio promotions featuring Baskin-Robbins

. promotional television spots airing on The History Channel and A&E that announce a $2 verbal coupon for any cake or Cake Treat

. public relations

Why Are Customers Shouting, “Let Them Eat Cake”?

Promotional Reminder Promotional Reminder Promotional Reminder Promotional Reminder

Please Note: The commercial spots and email announcements off er consumers an instant $2 off any cake or Cake Treat purchase just for saying “Let them eat cake!” to a Baskin-Robbins crewmember. It is important that your crew is aware of this verbal cake discount.Franchisees: Win

a Trip to New Orleans!Another exciting component of the “Let Them Eat Cake!” promotion is a sweepstakes just for franchisees—the prize is a trip for two to the French Quarter in New Orleans. All fran-chisees participating in the promotion are eligible to win. To qualify as “participating,” you must have ice cream cakes and Cake Treats available for sale in store, display all materials related to the “Let Them Eat Cake!” sweepstakes, and honor the verbal $2 instant coupon for consumers who proclaim, “Let them eat cake!” The winner’s name will be ran-domly drawn during the promotional period, and the winning store will be visited by an FSM who will determine if all sweepstakes qualifi cations have been met. If that franchisee is running the program, he or she will win the prize.*

Good luck to all, and remember: “Let them eat cake!”

By now you should have received the “Let Them Eat Cake!” POP materials, which will inform customers of

the sweepstakes and alert them to the January 17 airdate of the TV special. These materials should remain up from December 27 through the January 17 premiere and include a door cling and counter card. In addition to promoting the sweepstakes, the counter card off ers take-one coupons for $3 off any future cake purchase of $15 or more (valid until February 7). If you have not received these POP items, please call the Navigator Call Center immediately at (877) 800-2922.

All prizes and commercial spots are courtesy of The History Channel. Consumers will enter

the sweepstakes online via The History Channel web site at www.history.com. All

entrants will receive an online coupon for $3 off any Baskin-Robbins cake purchase of $15 or more.

We realize that this promotional window is a tight one, so we appreciate your cooperation and participa-

tion. To express our thanks, we’re sponsoring a special sweepstakes for participating franchisees—see details at left.sweepstakes for participating franchisees—see details at left.sweepstakes for participating franchisees—see details at left.

Promotional timing: Dec. 27 – Jan. 17

POP elements: Door cling and counter card with coupons

Verbal off er: Customers get $2 off any cake or Cake Treat for saying “Let them eat cake!”

Franchisee sweepstakes: See details at left

Questions: Call Navigator at (877) 800-2922

Here’s What You Need to Know

Sweepstakes POP materials to be displayed through January 17.Sweepstakes POP materials to be displayed through January 17.

*For complete details and sweepstakes rules, please see the insert enclosed with this issue.


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Franchisees Honored by Community Franchisees Honored by Community Franchisees Honored by Community Franchisees Honored by Community

Franchisees John and Yvonne Morales of Bullhead City, Ariz., were recently honored by their of Bullhead City, Ariz., were recently honored by their of Bullhead City, Ariz., were recently honored by their local community when they were chosen to lead the town’s holiday parade. The following article is reprinted with the kind permission of the Mohave Valley Newsis reprinted with the kind permission of the Mohave Valley News.

Hereʼs The Scoop: Boombox Masters Serve CommunityBy Emily Montague

BULLHEAD CITY — John and Yvonne Morales,

owners of Bullhead Cityʼs Baskin-Robbins 31

Flavors, serve more than just ice-cream: they also

serve their community.

“We are honored because deep down, I really feel

Iʼm Mrs. Santa Claus,” Yvonne Morales said.

Their free scoops of generosity have earned them

the privilege to be this yearʼs Boombox Masters to

reign over the Boombox Parade Dec. 3.

“Weʼve been involved in the Boombox Parade

since day one. Itʼs a fun parade,” Yvonne said.

Jan Ward, co-chairwoman of the parade, said she

believes the Morales couple should be recognized

for their community effort.

“Yvonne and John truly exemplify the spirit of

giving 365 days of the year. What an honor it is to

have them lead the parade,” Ward said.

John has coached youth baseball for 53 years and

Yvonne has been a member of Kiwanis for 13

years.

“I do the BUGS Program here where we bring

up grades successfully and go to the fourth grade

classrooms and honor all the kids who have

brought up a grade,” Yvonne said. “And then I

dress up as a bumble bee and a ladybug to take the

program a little bit further. We let them know that

not only their mom, dad and teachers care, that so

do we and some day theyʼll work for us.”

The Morales have hired several high school

students at their store who know them as

“Grandma and Grandpa 31.”

“We hire kids here and we are involved in everything they do,

thatʼs why we hire them, I want to see them sing in their concerts

and things like that—we stay in touch with all of them and weʼve

been to about ten college graduations,” Yvonne Morales said.

John is known for never missing a game at Mohave High School.

“No matter what sport it is, you glance in the stands and weʼre

there,” Yvonne said. “And I think itʼs great that weʼve been so

fortunate to own this business that we are involved in peopleʼs

life, whether theyʼve worked for us or theyʼre a client, weʼve still

stayed in their life—itʼs real nice.”

The Boombox Masters will lead the holiday celebration parade

down Miracle Mile at 6 p.m. Dec. 3.

Everyone involved in the parade is asked to bring boomboxes and Everyone involved in the parade is asked to bring boomboxes and

tune into K-HITS 93.5 and listen to Christmas songs.

The couple will ride an old-fashioned car during the parade.

“I will love it, I will love it! That night Iʼll go insane—you really

get back much more than you give,” Yvonne said.

Yvonne and John Morales

The Boombox Masters show their holiday The Boombox Masters show their holiday spirit at the parade.


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Does your shop order ice cream in the most effi cient, convenient, Does your shop order ice cream in the most effi cient, convenient, Does your shop order ice cream in the most effi cient, convenient, Does your shop order ice cream in the most effi cient, convenient, and cost-eff ective manner? Or have you run into late fees or other and cost-eff ective manner? Or have you run into late fees or other and cost-eff ective manner? Or have you run into late fees or other problems due to internet-access issues? To help you out, we’ve problems due to internet-access issues? To help you out, we’ve compiled a quick guide to the ABCs of order entry:

Access to Entry Systems – There are two easy-to-use order entry systems available to you. Make sure that more than one employee is familiar with and has access to both order entry systems.

Beat Your Deadlines – Be aware of the cut-off dates and times for placing orders, and be sure to place your order well in advance to avoid late fees.

Contact Info – Know who to call if you have questions or problems.

Entry SystemsFranchisees and any authorized crew can place ice cream orders

through an electronic order system (EOS) or telephone order system (TOS):

EOS – This is the internet-based order entry system used by most shops. You can enroll in EOS online at extra.adrus.com.

TOS – This is an automated, voice-prompted system. Each Baskin-Robbins shop is automatically enrolled for TOS access as soon as we receive notifi cation of a new store opening or transfer of ownership. There is no fee for using TOS, and it is an invaluable back-up option when internet access is not available. To access TOS, just call the Navigator toll-free number and listen for the prompt to use the IVR system.

Late OrdersIt’s up to you to keep track of your shop’s order deadlines

and make certain that orders are placed before the cut-off date and time.

If you miss your order cut-off time, you will need to contact your local distribution center directly. You can obtain the phone number from your order form or by contacting the Navigator call number from your order form or by contacting the Navigator call center during regular operating hours.center during regular operating hours.center during regular operating hours.

Note: In addition to the standard late order fee, there will also be a manual order-entry charge for all verbal orders placed through the distribution center after cut-off .

Who to CallIf you need user information and/or instructions for EOS or TOS,

please contact the Navigator call center during regular operating hours. For security purposes, please note that user IDs will not be given out over the phone.

For questions related to your delivery or minimum order require-ments, contact your local distribution center.

If you have questions regarding your invoice, payment informa-tion, or ice cream hold, call Dean Foods customer service. Refer to the list below for your representative’s name and phone extension:

If you receive your shipments from: Your contact person is:

Your can reach your rep at:(800) 332-6264

Hartford, CT or Houston, TX

Tania Delallave ext. 5453

Atlanta, GA or Batavia, IL

Tehmina Khan ext. 5283

Albuquerque, NM or Mira Loma, CA

Mayra Negron ext. 5285

The ABCs of Ice Cream Order Entry The ABCs of Ice Cream Order Entry The ABCs of Ice Cream Order Entry The ABCs of Ice Cream Order Entry The ABCs of Ice Cream Order Entry The ABCs of Ice Cream Order Entry The ABCs of Ice Cream Order Entry The ABCs of Ice Cream Order Entry

The IVR system is available for telephone orders 24 hours a day.

For live help, you can reach a call center representative during regular operating hours:

Monday through Friday, 8 a.m. – 8 p.m. Eastern Time

To contact Navigator toll-free, call (877) 800-2922.

Congratulations to Franchisee Lori Friend, whose Lady Bug Cake (shown here) won top honors in our Sweet Rewards Cake Treats Design Contest. An hon-orable mention goes to Franchisee Corina Vasquez, for her clever Hamburger Cake design (not shown).

Thanks to all who participated! We received around 160 great entries, and we’re planning to share some of those wonderfully creative cake designs in upcom-ing issues of the Monthly BLAST.Monthly BLAST.Monthly BLAST

Cake Treats Design Contest Winner

Lori Friend’s winning Lori Friend’s winning Lori Friend’s winning Lady Bug Cake design.Lady Bug Cake design.Lady Bug Cake design.


9

Q: Your role has been called the “voice of the franchisee.”A. When the franchisor, in this case Baskin-Robbins, is discussing or even thinking about making a change

to the way things are currently being done in restaurants (adding an expensive new piece of equipment to the store layout, for example), I represent the franchisees’ possible concerns and point of view in that decision-making process. So, yes, I am their voice in the room.

But on the other hand, I also explain the franchisor’s point of view to the franchisees so they understand the reasons behind the thinking, the strategic direction for the brand, and system growth. If franchisees have a valid concern, I will make sure the company factors it into its decision-making process.

Q: What exactly does an “ombudsman” do?A. Sometimes the franchisor and franchisee can be at odds over an issue. If working through the normal

channels—the brand fi eld teams—doesn’t produce an outcome that everyone can live with, then the franchisee can give me a call to elevate the discussion. I’ll act as a neutral third party and mediator to understand the situation and the facts. I’ll off er both parties an opinion and a suggested resolution. Franchisees can call me at any time to seek counsel on how to handle business issues or for direction on who else within Dunkin’ Brands they can talk with.

Patrick J. George is in the business of building Patrick J. George is in the business of building Patrick J. George is in the business of building Patrick J. George is in the business of building relationships as Dunkin’ Brands’ new Vice President relationships as Dunkin’ Brands’ new Vice President relationships as Dunkin’ Brands’ new Vice President of Franchise System and Ombudsman.

Pat has been with Dunkin’ Brands for seven years, starting out as a senior market executive in the Philadelphia, Baltimore, and Washington, D.C., markets. For the past fi ve years, he was a director

with the “all day” concept. He also understands issues facing franchisees because of his experience as a former McDonald’s franchisee, which he feels prepares him well for the endeavor ahead.

Since Pat’s position is a new role within the organization, he recently took the time to answer a few questions about his responsibilities and goals.

Pat George: Strong Advocate, Unbiased Mediator Pat George: Strong Advocate, Unbiased Mediator Pat George: Strong Advocate, Unbiased Mediator Pat George: Strong Advocate, Unbiased Mediator Pat George: Strong Advocate, Unbiased Mediator

If you have any questions or concerns to share with Pat, you can contact him on his cell phone at (610) 613-9199 or by email at [email protected].

Pat George: Strong Advocate, Unbiased Mediator Pat George: Strong Advocate, Unbiased Mediator

Pat GeorgePat George

Q: You were appointed to this role on September 1. What have you been focusing on over the past few months?A. Since I do represent the entire Dunkin’ Brands system, I’ve been attending franchisee leadership meetings, including the Executive

Advisory Council, Regional Advisory Councils, and town hall meetings with Togo’s franchisees. I’m introducing myself and explain-Advisory Council, Regional Advisory Councils, and town hall meetings with Togo’s franchisees. I’m introducing myself and explain-Advisory Council, Regional Advisory Councils, and town hall meetings with Togo’s franchisees. I’m introducing myself and explain-ing the program to them—explaining the value of an ombudsman and how the role benefi ts the franchisor/franchisee relationship.ing the program to them—explaining the value of an ombudsman and how the role benefi ts the franchisor/franchisee relationship.

Q: How have franchisees responded so far?A. The franchisor/franchisee relationship is a complex one. We need to work together so we can both thrive and be profi table. The

majority of franchisees are excited to have someone in the system who will represent their point of view and help them resolve issues with an unbiased solution. One franchisee said to me that he was happy to have a neutral person dedicated to talking and listening to them.

But some franchisees are somewhat guarded right now. I understand they want to wait and see the program start to have the positive impact I believe this role will have on the enterprise. The overall theme I am already hearing is that there has been a lack of good communication fl ow in both directions and that this role will help improve overall communication.

Q: What are some of the hot topics among franchisees right now?A. Proximity issues, issues surrounding the fi nancial profi tability of the franchisees, or issues that impact real estate. There are A. Proximity issues, issues surrounding the fi nancial profi tability of the franchisees, or issues that impact real estate. There are

franchisees who feel they are not being treated fairly or feel we are not living up to our part of the franchisee agreement.

Q: Is there some skepticism that because you work for Dunkin’ Brands you might be apt to take the company’s side on issues?A. I have no direct profi tability or market development accountability, which means I have nothing to gain or lose by favoring

one side over the other. There is no pressure on me that could infl uence my decisions.

I haven’t had anybody say to me that they think the program is not going to work or that I’m going to be aligned with the company’s approach. Some franchisees do not know how it is going to work but believe that if it can resolve issues, they are willing to try it and see what comes out of it. I hope franchisees realize this: Dunkin’ Brands management is aware of the importance of having someone listening to franchisees and understanding how decisions at the corporate level impact their daily lives.

Our goal is to foster rich and ongoing dialogue between the franchisor and franchisees. Dunkin’ Brands strongly believes in fostering respectful relationships. That will ultimately build stronger brands with more growth and profi tability for all of us.


The Monthly BLAST is published by Baskin-Robbins Monthly BLAST is published by Baskin-Robbins Monthly BLASTIncorporated (BRI), a subsidiary of Dunkin’ Brands, Inc. It is generally published once a month with occasional double issues covering two months. The Monthly BLAST is intended for distribution Monthly BLAST is intended for distribution Monthly BLASTto and exclusive use of franchisees and employees of BRI and Dunkin’ Brands, Inc. The publication is not intended for distribution to others, including prospective franchisees and/or employees, unless written permission is obtained. Submission of articles, photos, artwork, or other materials constitutes permission to publish. Articles/artwork submitted to the Monthly BLAST may be edited Monthly BLAST may be edited Monthly BLASTfor clarity and length and become the property of BRI. Quotes included in the Monthly BLASTrefl ect personal experience and opinion. Individual franchisee or market experience is not a guarantee that other franchisees or markets will achieve the same outcomes. © 2004 Baskin-Robbins Incorporated. Baskin-Robbins names, design, and related marks are registered trademarks of Baskin-Robbins Incorporated. © Baskin-Robbins Incorporated. All other trademarks are the property of their respective owners.

To make comments, request copies, or submit information, please contact:Monthly BLASTc/o Baskin-Robbins, USA Co.130 Royall StreetCanton, MA 02021Phone: (781) 737-3000Fax: (781) 737-4000

EditorsJamie Forbes([email protected])

Jamie Moore([email protected])

Please note that as of this month, we have discontinued the Baskin-Robbins fl avor brochures. While the fl avor brochures will no longer be included with your POP kits, we continue to explore eff ective new ways to promote Baskin-Robbins fl avors!

Flavor Brochures Discontinued

As you know, we are redesigning the dipping cabinet freezer strips. We will be sharing the redesigned strips with the Bever-age Advisory Committee (BAC) this month. Pending fi nal ap-proval of the new design later this month, you will receive new freezer strips in March.

Freezer Strip Update

FOR SALE:FOR SALE: 3 new flip-top lids for BRT-68 dipping cabinet. Call for pricing. Please contact Bob Haber at (818) 591-8938. Woodland Hills, CA.

FOR SALE:FOR SALE: 3 new malt cups; 2 new flip-top lids for BRT-68 dipping cabinet; 2 mini heart cake metal molds. Call for pricing. Please contact Mandeep Bhogald at (818) 612-9028. Moorpark, CA.

ClassifiedsClassifieds

WANTED:WANTED: MCT upright freezer, BRT-68 dipping cabinet, or party case. Please contact Jim or Laverne Bohl at (805) 925-7870. Santa Maria, CA.

Guidelines: This is a marketplace for franchisees only. Ads will not be accepted for shops being sold, POS systems, or employment opportunities. Ads may be edited for length and clarity. All ads should include a description of the item(s) for sale or wanted, as well as your name, address, phone number, and email (if applicable). Your ad will run for two consecutive issues unless you request otherwise. If you’ve sold your advertised item or purchased your “wanted” item, please let us know so we can remove your ad from the classifi eds.

FOR SALEWANTED

To submit a free ad, just send an email to our Classifi eds address:br_classifi [email protected]

Ads received by January 10 will appear in the February issue of the Monthly BLAST.Monthly BLAST.Monthly BLAST

Baskin-Robbins Updates

Cake Treats FREE-quency Cards are now available on Cards are now available on LSMnow.comLSMnow.com!

LSM Tools Update


january 2005january 2005 the inside scoop on building your ... · bobby williams, director of field...

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