Baskin Robbins’ franchisee Galadari Ice Cream Company has targeted Saudi Arabia as the chief focus of its 60-outlet growth plan for this year. The company’s aggressive expansion drive will see the opening of 28 outlets in the Kingdom, 17 in the UAE and 15 across Qatar, Oman, Bahrain and Kuwait.
The company plans to roll out a series of in-store updates and innovative products to fend off increased competition in the region’s ice cream market.
“We are currently engaged in carrying out a re-branding exercise for Baskin Robbins across the Middle East. This is our first big branding change since it was established in the Gulf 25 years ago, so the update reflects a youthful look,” said Manoj Loya, general manager, Galadari Ice Cream Company.
The re-branding strategy also incorporates the introduction of new sundae stations, as well as new flavours, including Good Fortune for the Chinese New Year.
“One or two international brands are attempting to build market share. Rolling out the new branding and opening 60 outlets this year are our aims and challenges for 2007. We intend to have at least 25% of our outlets in the Middle East offering our new deign by the end of the year,” Layo said.
“We have grown at between 20-30% annually in recent years, and if we want to maintain this growth rate, we must continue to innovate. It is a big task with major financial implications but we have a great team and everybody is committed to making this happen,” he added.
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