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Baskin Robbins Essay

854 words - 4 pages

Baskin-Robbins is the world’s largest chain of ice cream stores. It is well known for its slogan “31 Flavors”. They came up with the slogan with the idea that you could have a different flavor every day of the month. They also believe that you should be able to sample the flavors before you buy, so they came up with the little pink spoon. The pink spoon is what sets Baskin-Robbins apart from the competitors. Customers look forward to tasting the flavor of the month. “With over 5,800 locations in 34 countries, “America's Favorite Neighborhood Ice Cream Shop” has both national and international presence with no end in sight for expansion and growth.” (Daszkowski, 2014) Baskin Robbins ...view middle of the document...

The product has a shelf life of up to 1 year as long as there is proper storage. Franchise owners also benefit from a national advertising program including social media. Baskin-Robbins has the history and tradition and still has room to grow. Many other big names brands cannot offer a franchise because there is no room to grow. The potential does not exist. Baskin-Robbins has very few company owned stores. They value their franchisees and want to help them succeed. Some major companies will take the good real estate, or good markets, and leave the lesser for the franchise owners. Baskin-Robbins uses their efforts and innovation to make the franchise owners successful. This type of management style is close to the authoritative style. The owners give a clear vision to the team and then stands back and lets them work. If the franchise is not doing well, the owners will then step in and rehashes the vision giving them clear direction. This leads to the employees, or franchise owners to be very proud of the work they are doing. They know that they are not in competition with the owners, but working together to reach the end goal of being profitable. The authoritative style will not work well if the franchisees are not trained properly. The franchise owner needs to be credible, if not the employees will not believe in, nor try to reach the company vision and goals.
In the early 1970’s Baskin-Robbins was sold and eventually aligned with Togo’s and Dunkin’ Donuts to make up Dunkin Brands, Inc. Dunkin’ brands believes that by treating their personnel with respect and fairness they create a team that will reach the goals. They stand behind their product and...

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