Global ice cream parlour franchise Baskin Robbins has refocused its franchise development strategy in the UK to make the opportunity available to single-unit operators. The company's first franchise owners to open under its new single-unit opportunity - Prem Gotru and Angrej Singh Brar - launched their Cardiff site in December and further single-unit operators are scheduled to launch in London in January and February.

The company had previously sought to expand via regional, multi-unit franchises, however the individual success of its existing franchised outlets in the UK has caused the company to change the emphasis of its growth plans to make its opportunity available to prospective franchise owners with lower investment capitalisation.

The high level of interest from individuals for single units made us realise that single unit franchising is the best business model for Baskin Robbins in the UK," said Marketing Manager Giorgio Benza. "We are looking for prospective franchise owners who are dedicated, committed, passionate and hard working. People management skills combined with food/retail experience would certainly be an advantage, although not essential."

Baskin Robbins is established in over 6,000 locations worldwide, with 2,800 in its USA network. The company is leveraging this existing expertise to set up the systems and processes it requires to manage a network of single unit franchise owners in the UK and, with 100 already open it is seeking to enter 25 new locations in 2010.

Published: 14 December 2009

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