Ice cream retailer Baskin Robbins is set for extensive Middle Eastern expansion following a rebranding exercise and an extended commitment by its Gulf region Master Franchisee. Dubai-based Galadari Ice Cream Company (GICC) has announced it will open 60 new stores this year, with 28 openings planned in Saudi Arabia, 17 in the UAE and a further 15 in Bahrain, Oman and Qatar.
The roll-out will take the group's total network in the gulf region to over 400. 'We are confident of a double-digit growth in sales this year as a direct result of the greater awareness generated by our new look, as well as having 60 more outlets where people can buy their favourite ice cream,' says GICC General Manager Manoj Loya.
GICC Marketing Manager Georgie Thomas adds: 'A key driver in our expansion plans has been the introduction of a fresh new logo and a complete makeover in-store. It is the first major logo change for Baskin Robbins in the Gulf and our research has shown that our customers love the new look.'
Published: 26 March 2007
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