Baskin Robbins signs regional franchise deal

Baskin Robbins is set to expand across the West and South West London through its franchise agreement with Acme Foods UK. The ice-cream parlor chain has signed its first Area Licensee in the UK with Acme Foods UK, which will concentrate on opening outlets in Hounslow, Richmond, Hammersmith and Fulham, Kensington and Chelsea, Wadsworth and Kingston, and in the county of Berkshire.

Chris Gray, UK Country Manager, explains that this deal is significant because the licensee, Mr Mohammed Shareef, will be the first area licensee with stand-alone stores in the UK. In addition to showcasing the new store design, these UK stores will include the Soft Serve platform as part of the product offering. 'We are also planning to develop the BR Café model on the London High streets,' added Giorgio Benza, Marketing Manager for Europe and Middle East.

Shareef is already a Baskin Robbins area licensee in India having opened 20 stores there in 2007. He employs more than 100 people in India, Belgium, The Gulf, USA and the UK as part of Appware, an IT company he owns that provides business solutions in POS, supply chain, personnel management and financial management.