The Baskin-Robbins brand will soon be expanding, with Michael Payne as the new face for franchisee recruitment.
In commenting on his appointment, Payne acknowledged the role of franchisees in brand building. “The core strength of every successful franchise around the globe is its franchise partners – and the Baskin-Robbins brand is recognised as a clear market leader in our industry. We want to position Baskin-Robbins as a first choice business to attract the very best candidates that will complement our existing franchise partners,” he said.
Ian Martin, Baskin-Robbins general manager Australia and New Zealand, said Payne's appointment "continues Baskin-Robbins Australia’s efforts to build organisational capability as we strive to improve support to our franchise partners.”
The 78 outlet strong chain recently announced a growth strategy for the Australian market, with a focus on regional areas, particularly in Western Australia.
Martin told Franchising Payne's immediate focus will be in WA and northern Queensland. "As we continue, we're looking to expand in NSW and Victoria. The focus for Victoria will be a master franchisee to build multiple stores."
New Zealand expansion for the ice cream brand is also part of Payne's remit.
Payne replaces Trent Graham who had been with Baskin-Robbins 15 years and was the only member of the Allied Brands' team to continue with the business under its new ownership. Graham has now moved into construction project management.
