Baskin-Robbins turned 65 this month. It is much younger in India. Owned by the US-based Dunkin’ Brands, Baskin-Robbins entered the country 17 years ago in 1993 with a couple of company-run outlets in Mumbai and Delhi. Over the years, it has expanded to 400 franchisee outlets spread across 95 cities and is also available at some 600 hotels and restaurants and at about 600 modern-format retail stores. The chain, which is run by Graviss Foods in India and the SAARC region, says it has always grown close to 25 per cent year on year in India.
Now, Baskin-Robbins wants to penetrate deeper and denser. It’s targeting to grow 30 per cent this year. While it wants to expand the number of outlets in cities it is already present, covering pockets where it is not there, the chain is also planning an aggressive roll out in a large number of Tier II and III cities. Says Baskin-Robbins India Chief Operating Officer Subroto Mukherjee, “In cities we are already there, we want to cover the entire geographical spread. For instance, in Mumbai, we have 92 outlets, but there are pockets where we are not there. In and around Delhi, we have 45 outlets, but I see potential for at least 200 outlets.” The chain is looking at activating 80 to 85 ice cream parlours every year. Besides, it is also targeting aggressive growth from food service (hotels and restaurants) and modern-format retail segments.
As for Tier II and III cities, Mukherjee says, “They are yielding excellent results. We’ve seen some startling trends; for instance, parlours in cities like Nagpur and Guwahati have been our top grosser. These cities have got a lot of money with not many places to spend. They are certainly a key growth driver. While we’ll enter newer markets in Tier II and III cities, we’ll also explore opportunities in Tier IV cities.”
Baskin-Robbins is perceived as a premium brand — a regular scoop costs Rs 45, while a premium one costs Rs 50. It is thus positioned between the mass brands such as Amul, Kwality Walls and Vadilal and the super-premium brands like Häagen-Dazs and Movenpik. It thus faces some competition from both the categories as well as other dessert brands like Café Coffee Day and Barista. Mukherjee says the positioning has actually benefited the brand. “We are a very affordable brand and with brands like Movenpik, which cost Rs 150-plus a scoop, coming up, it has made life easier for us. Baskin-Robbins is perceived as excellent quality at a lesser price.” He adds, “We are slightly more expensive than our nearest competitor; however, we are confident that the value the customer gets out of a superior product along with our healthy portion sizes makes it great value. Today, hygiene and quality are critical to the customer and that is where Baskin-Robbins scores over others.”
Baskin-Robbins plans to support its expansion creating some buzz around the brand. Currently, it’s running a promotion campaign on radio as well as print and outdoors celebrating its 65th anniversary. It will also promote the product through kids’ camps, sampling of product through schools, colleges as well as society campaigns, as it has done in the past.
Tags:Baskin Robbins, Baskin Robbins Franchise, Baskin Robins, graviss foods, Ice Cream Franchise, Amul, Kwality Walls, Vadilal, Haagen Dazs, Movenpik, cafe coffee day, barista, ice cream business, ice cream dealership,
Source:Amit Ranjan Rai / New Delhi July 26, 2010, 0:01IST/Business Standard
This Blog has been posted by Sparkleminds, A Franchise Consulting Company Based At Bangalore, India, Offering Complete Franchise Solutions Nationally and Internationally for more than a decade now.Visit www.sparkleminds.com for more details.
Showing posts with label Baskin Robbins. Show all posts
Showing posts with label Baskin Robbins. Show all posts
Sunday, July 25, 2010
Saturday, July 24, 2010
International Ice Cream Franchise Brand Baskin Robbins Looks to Expansion In Tier 2/3 cities Of India
World's largest ice-cream chain, Baskin Robbins, is planning to enter tier II and tier III cities in India [ Images ] as a part of its expansion plans.
Graviss Foods, the master franchisee for Baskin Robbins ice creams in India, said that the company plans to launch new products, such as sticks and cones, targeting middle-class customers.
Speaking to rediff.com, Subroto Mukherjee, COO, Baskin Robbins - South Asia said, "We plans to add 80-90 stores year-on year and in line with our aggressive penetration plan. However, we will also re-focus our resources and energies in penetrating newer markets."
The company plans to add more parlour operations this year in South Asian countries also. A lounge concept in the cities is also on track and the company plans to introduce more of dessert-based ice-creams, added Mukherjee.
Baskin Robbins was launched in India in 1993. Since then it has posted a growth of 25 and 30 per cent in the Rs 800-crore (Rs 8 billion) organised ice-cream segment. Today, it has 400 stores across 93 cities across the globe.
"As we operate through a sub franchisee format, we have the franchisee invest into the business. Currently, our factory has the capacity to take care of the business needs for another two years without any significant capex requirements," he said.
Baskin Robbins will introduce new and possibly cheaper formats in small towns, to make the brand more affordable. The premium ice cream brand now sells a scoop between Rs 45 and Rs 50.
The company plans to introduce low fat and a low sugar variety in the menu to cater the taste buds of health conscious customers.
The company is also planning to launch a TV campaign to highlight its new product range and intends to bring in one new flavour as 'flavour of the month"
Source:Deepa Menon/Mumbai/Rediff.com
This Blog has been posted by Sparkleminds, A Franchise Consulting Company Based At Bangalore, India, Offering Complete Franchise Solutions Nationally and Internationally for more than a decade now.Visit www.sparkleminds.com for more details.
Graviss Foods, the master franchisee for Baskin Robbins ice creams in India, said that the company plans to launch new products, such as sticks and cones, targeting middle-class customers.
Speaking to rediff.com, Subroto Mukherjee, COO, Baskin Robbins - South Asia said, "We plans to add 80-90 stores year-on year and in line with our aggressive penetration plan. However, we will also re-focus our resources and energies in penetrating newer markets."
The company plans to add more parlour operations this year in South Asian countries also. A lounge concept in the cities is also on track and the company plans to introduce more of dessert-based ice-creams, added Mukherjee.
Baskin Robbins was launched in India in 1993. Since then it has posted a growth of 25 and 30 per cent in the Rs 800-crore (Rs 8 billion) organised ice-cream segment. Today, it has 400 stores across 93 cities across the globe.
"As we operate through a sub franchisee format, we have the franchisee invest into the business. Currently, our factory has the capacity to take care of the business needs for another two years without any significant capex requirements," he said.
Baskin Robbins will introduce new and possibly cheaper formats in small towns, to make the brand more affordable. The premium ice cream brand now sells a scoop between Rs 45 and Rs 50.
The company plans to introduce low fat and a low sugar variety in the menu to cater the taste buds of health conscious customers.
The company is also planning to launch a TV campaign to highlight its new product range and intends to bring in one new flavour as 'flavour of the month"
Source:Deepa Menon/Mumbai/Rediff.com
This Blog has been posted by Sparkleminds, A Franchise Consulting Company Based At Bangalore, India, Offering Complete Franchise Solutions Nationally and Internationally for more than a decade now.Visit www.sparkleminds.com for more details.
Thursday, January 28, 2010
Cocoberry Frozen Fresh Yogurt & Fruit Dessert Franchise
Delhi-based restaurant chain Cocoberry on Wednesday said it will invest up to Rs 120 crore over the next two years in order to expand in metros and Tier I cities in the country.
The chain, which specialises in frozen fresh yogurt and fruit dessert items, said it will also be looking out for franchise partners to help in expansion.
“We have earmarked an investment of Rs. 120 crore for our pan-India expansion during the next two years. To start with, we are now going to foray beyond Delhi NCR and Mumbai, with 12 new restaurants across cities like Bangalore, Pune and Chennai by March,” Cocoberry Managing Director G.S. Bhalla told PTI.
He said the company is mulling over opening outlets in malls and large format stores as part of its plan to tap the craze for healthy food among urban youngsters and professionals.
The investment will come from the company’s internal accrual and debts, he added.
“Going forward, we plan to open 50 outlets in all metros and Tier I cities by the end of 2010-11,” Mr. Bhalla said.
Cocoberry currently operates seven restaurants in Delhi NCR and Mumbai with an average floor space of 450-750 sq ft.
Mr. Bhalla said the company is also giving franchise licenses to private operators.
“The franchise route is always helpful for geographical expansion. Our first two franchise outlets will open in Bangalore next month,” he said.
Cocoberry is also exploring the option of opening restaurants in large departmental stores and malls.
“We have started talks with some mall owners and retail chains for opening shop-in-shops. We are hopeful of a breakthrough soon,” Mr. Bhalla said, without giving further details.
Cocoberry is aiming to tap the potential demand for health foods like yogurt in the country.
“Yogurt has been a major item in restaurant menus in places like Italy and Korea for over a century. There is a huge unorganised market for frozen yogurt in India also and we want to tap it,” he said
Contemporary brands like Baskin Robbins, Kwality Walls, Natural Ice Creams dominate the ice cream space in India and several other gelato companies are also beginning to gather momentum giving clear signals for consumers seeking more health conscious alternatives to desserts and thats what cocoberry wants to position itself.
The chain, which specialises in frozen fresh yogurt and fruit dessert items, said it will also be looking out for franchise partners to help in expansion.
“We have earmarked an investment of Rs. 120 crore for our pan-India expansion during the next two years. To start with, we are now going to foray beyond Delhi NCR and Mumbai, with 12 new restaurants across cities like Bangalore, Pune and Chennai by March,” Cocoberry Managing Director G.S. Bhalla told PTI.
He said the company is mulling over opening outlets in malls and large format stores as part of its plan to tap the craze for healthy food among urban youngsters and professionals.
The investment will come from the company’s internal accrual and debts, he added.
“Going forward, we plan to open 50 outlets in all metros and Tier I cities by the end of 2010-11,” Mr. Bhalla said.
Cocoberry currently operates seven restaurants in Delhi NCR and Mumbai with an average floor space of 450-750 sq ft.
Mr. Bhalla said the company is also giving franchise licenses to private operators.
“The franchise route is always helpful for geographical expansion. Our first two franchise outlets will open in Bangalore next month,” he said.
Cocoberry is also exploring the option of opening restaurants in large departmental stores and malls.
“We have started talks with some mall owners and retail chains for opening shop-in-shops. We are hopeful of a breakthrough soon,” Mr. Bhalla said, without giving further details.
Cocoberry is aiming to tap the potential demand for health foods like yogurt in the country.
“Yogurt has been a major item in restaurant menus in places like Italy and Korea for over a century. There is a huge unorganised market for frozen yogurt in India also and we want to tap it,” he said
Contemporary brands like Baskin Robbins, Kwality Walls, Natural Ice Creams dominate the ice cream space in India and several other gelato companies are also beginning to gather momentum giving clear signals for consumers seeking more health conscious alternatives to desserts and thats what cocoberry wants to position itself.
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