June 2004June 2004 The Inside Scoop on Building Your BusinessThe Inside Scoop on Building Your Business

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Creative Cakes:One Franchisee’s

Idea for a Fun Father’s Day Treat

Blast BrainteasersBlast BrainteasersBlast Brainteasers Take Our Quick Quiz

Get the Scoop on Featured Flavors

Dipping Dipping Dipping Dipping Dipping Dipping Cabinet Cabinet Cabinet Cabinet Cabinet Cabinet Cabinet Cabinet Cabinet Dipping Cabinet Dipping Dipping Cabinet Dipping Dipping Cabinet Dipping Dipping Cabinet Dipping

News News News

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Beer Mug Cake

A New Way to Toast Dad on Father’s Day

Creative Cakes That You Can Make Creative Cakes That You Can Make Creative Cakes That You Can Make Creative Cakes That You Can Make Creative Cakes That You Can Make Creative Cakes That You Can Make

While brainstorming ideas for a new and diff erent Father’s Day cake last year, franchi-see Varuzh Tirityan of Burbank, Calif., came up with a real winner: a frothy, free-standing Beer Mug Cake!

The new cake proved to be a big hit; Tirityan sold between 25-30 of them last Father’s Day, and has been producing about fi ve a week since then. “Customers love the unique design and ask for it often,” notes Tirityan.

By developing a line of fun cakes, franchi-sees can encourage customers to return to Baskin-Robbins on all kinds of occasions. “It’s so important to keep a selection of colors and sizes in the case, and to change the cake variety on a weekly basis,” notes Tirityan. While visiting Baskin-Robbins for a Blast or a

cone, a guest might spot an interesting cake and realize it’s perfect for an occasion they hadn’t even thought of. For example, Tirityan is promoting the Beer Mug Cake for Father’s Day, but it’s also a perfect fi t for a 21st birth-day party or even just an informal gathering of friends.

Tirityan sells the Beer Mug Cake for $15.95. If you have a party case, he rec-ommends placing the cake on a 9-inch round board and setting it in the case. Alternately, if you have an upright freezer, Tirityan sug-gests, “Display the cake in a 9-inch cake box. It has a bigger window, and allows you to showcase the cake better.”

When asked for his top tips for building a great cake business, Tirityan advises, “If you can’t make the cakes yourself, invest in a great cake decorator. It’s also critical to make sure the cake cases are always fully stocked. Keeping a good variety of great-looking cakes makes all the diff erence.”

Materials RequiredÙ Pastry bags: 12”

Ù Decorating tips: #2D

Ù Spatula

Ù Baskin-Robbins pink straw

Ingredients RequiredÙ Half roll cake

Ù Non-dairy whipped topping in yellow and white

Ù Yellow sprinkles

DIRECTIONS1. Stand the half roll cake on its side.

2. Pipe yellow non-dairy whipped topping onto the sides of the cake with a #2D decorating tip.

3. Pipe white non-dairy whipped topping along the bottom edge of the cake to serve Pipe white non-dairy whipped topping along the bottom edge of the cake to serve Pipe white non-dairy whipped topping along the bottom edge of the cake to serve as the base of the mug.as the base of the mug.

4. Pipe white non-dairy whipped topping on top, and spread with a spatula to make it Pipe white non-dairy whipped topping on top, and spread with a spatula to make it Pipe white non-dairy whipped topping on top, and spread with a spatula to make it look like foam. look like foam.

5. Add yellow sprinkles to the top. Add yellow sprinkles to the top.

6. Bend a regular Baskin-Robbins straw in two places to form a handle, and stick the Bend a regular Baskin-Robbins straw in two places to form a handle, and stick the Bend a regular Baskin-Robbins straw in two places to form a handle, and stick the ends into the side of the cake. Pipe white non-dairy whipped topping around the ends into the side of the cake. Pipe white non-dairy whipped topping around the ends into the side of the cake. Pipe white non-dairy whipped topping around the straw to cover it, using a #2D tip. straw to cover it, using a #2D tip. Note: Be sure to let your customer know that the Be sure to let your customer know that the Be sure to let your customer know that the handle is actually a straw and should be removed before eating.handle is actually a straw and should be removed before eating.handle is actually a straw and should be removed before eating.

Do you have a creative cake design that you’d like to share?

Please send a brief description and a photo of the cake, along with your contact information, to Gavin Kennedy at ADQSR, 15 Pacella Park Drive, Randolph, MA 02368. You may also send via email to GKennedy@adrus.com, or via fax to (781) 986-4032.

Ingredient Note: The yellow and white non-dairy whipped topping required for this cake can be ordered through Dean Foods. Available brands include Pastry Pride and Rich’s, depending on your location.

Note: The Beer Mug Cake is not a Baskin-Robbins featured cake; it is simply one franchisee’s creative design that you may wish to add to your cake off erings. The featured cakes for June are the Shrek 2 cake and Father’s Day cakes, which include the Trendy Tie Cake and Freeze Frame Cake.

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Huddle Time In a football huddle, the quarterback passes

along directions from the coach and calls the play; the team then works together to the play; the team then works together to the play; the team then works together to execute against the game plan and score a execute against the game plan and score a victory. Similarly, Baskin-Robbins franchisees victory. Similarly, Baskin-Robbins franchisees have begun participating in local “huddle have begun participating in local “huddle meetings” to review ways to improve their meetings” to review ways to improve their meetings” to review ways to improve their business game, with a focus on building business game, with a focus on building profi tability, enhancing store operations, and improving customer service.

A franchise services manager typically organizes and leads the meetings, with support from a brand services manager. The huddle teams can be organized by geogra-phy, or by franchisees’ common interests or needs. The participants gather at a central location—perhaps a hotel conference room or one of the franchisees’ shops—to briefl y discuss the focus of the meeting. Afterward, the huddle team takes to the fi eld, where they’ll visit one another’s shops and check out the competition.

While “riding the market,” franchisees dem-onstrate their own best practices in-shop, which enables huddle participants to learn from and build on each other’s strengths. Later, after visiting the competition, the team puts their heads together to identify their competitors’ strengths and weaknesses, and competitors’ strengths and weaknesses, and

then discusses how to leverage that informa-tion to their own advantage.

Franchise Services Manager John Malesh and Brand Services Manager John Prusko re-cently facilitated a huddle meeting in the St. Louis area. “At the DAC meeting in March, we determined that we needed to aggressively market and promote waffl e cones to increase the average ticket and compete with other stores that are already executing against this. All franchisees within the DMA responded to the challenge, and we scheduled a huddle meeting in April to evaluate their success,” explains Prusko.

The huddle team experienced very positive guest response and sales impact following the launch (or re-launch) of waffl e cones in their stores. Several found that the smell of freshly baked waffl es was drawing new guests into the store and enticing existing customers to trade up to a waffl e cone.

While it generally costs less than 10 cents to make a waffl e cone, franchisees are charging about 75 cents apiece for them...or up to a dollar for a waffl e cone decorated with chocolate and sprinkles or nuts. “Some of the franchisees showed real creativity,” notes Prusko. “Several were decorating regular sugar cones with choco-decorating regular sugar cones with choco-late and sprinkles, and up-charging for them. late and sprinkles, and up-charging for them. One franchisee even started merchandising waffl e bowls for sundaes. Their fellow huddle waffl e bowls for sundaes. Their fellow huddle participants were able to bring these new ideas back to their own stores.”

The meeting itself was also a big hit with at-tendees. “This is the most unique meeting I’ve

been to in a long time, and I look forward to more like it,” com-mented one franchisee. Another noted, “[It] was well worth the time—I got some good ideas.”

For information on huddle meetings in your area, contact your franchise services manager.

Answers to Your Questions on the Featured Flavors

Inside the Dipping Cabinet Inside the Dipping Cabinet Inside the Dipping Cabinet Inside the Dipping Cabinet Inside the Dipping Cabinet

Last month, we discussed the September launch of four featured/themed ice cream fl avors with Brand Manager Leslie Kerr. Here, she answers some of your most commonly asked questions about the new featured fl avors.

How should our crew answer customers who ask what happened to the Flavor of the Month (FOM)?

The crew will be key in easing customers through this transition. They should explain

that this is an expansion of the FOM concept—we’re featuring more fl avors for a longer time, rather than losing any featured fl avors. Employ-ees should emphasize that this is like having four FOMs at once, so customers can enjoy their favorites longer. We’ll be sending crew readiness pieces to help with customer ques-tions, and POP will also educate customers.

How will we build customer awareness?We’ll use public relations, email, and a

complete in-store communication program to create a buzz around the dipping cabinet. We’ll provide more details in the near future.

Do we have to stock all four fl avors?Yes—off ering all four fl avors is crucial to this

program. We will be featuring these fl avors in announcements, POP, and public relations, so customers will expect to see all four of them in the store.

What if some fl avors don’t move?While some new fl avors may be clear favor-While some new fl avors may be clear favor-

ites, we expect each one to move at least as ites, we expect each one to move at least as fast as our existing FOMs—and faster than your slower-moving fl avors—as a result of the extra attention to the dipping cabinet.

How will I fi t the fl avors into my dipping cabinet?

To accommodate the themed fl avors, most stores will free up dipping cabinet facings by removing one permanent and one rotating fl avor. Prior to the launch, we will provide franchisees with updated dipping cabinet guidelines that will account for the various cabinet confi gurations in our system. We are working with franchisee representatives on all aspects of this program to help ensure its success at the shop level.

—Leslie Kerr, Brand Manager

Brand Manager Leslie Kerr

Brand Services Manager John Prusko

Watch this section of the Monthly Blast for updates. Additional information will be available at future meetings, and through your fi eld representative.

Waffl e cones were the focus of a recent huddle meeting in the St. Louis DMA.

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Blast Quiz Test your Blast knowledge with a little brainteaser from our Blast expert, Johnny Heiselberg.

Blast Re-Launch Update Blast Re-Launch Update Blast Re-Launch Update Blast Re-Launch Update The Blast line re-launch and 10th anniversary celebration are going on now. All stores should be displaying their POP, donning The Blast line re-launch and 10th anniversary celebration are going on now. All stores should be displaying their POP, donning The Blast line re-launch and 10th anniversary celebration are going on now. All stores should be displaying their POP, donning The Blast line re-launch and 10th anniversary celebration are going on now. All stores should be displaying their POP, donning The Blast line re-launch and 10th anniversary celebration are going on now. All stores should be displaying their POP, donning The Blast line re-launch and 10th anniversary celebration are going on now. All stores should be displaying their POP, donning

the pink promotional t-shirts, and actively sampling Blasts, including the two new permanent fl avors: Mintopia Blast™ and Turtle the pink promotional t-shirts, and actively sampling Blasts, including the two new permanent fl avors: Mintopia Blast™ and Turtle the pink promotional t-shirts, and actively sampling Blasts, including the two new permanent fl avors: Mintopia Blast™ and Turtle Blast. As a reminder, here’s what’s happening over the coming months:Blast. As a reminder, here’s what’s happening over the coming months:

5/30/04 Display Merchandising and Wear Promotional T-Shirts

You should have received your merchandising kit by April 29. If you did not receive the kit, You should have received your merchandising kit by April 29. If you did not receive the kit, You should have received your merchandising kit by April 29. If you did not receive the kit, please contact A-Three at (800) 321-4431.

.Note: If you do not have room for both posters, please hang the Father’s Day cake poster from June 7–20 and then If you do not have room for both posters, please hang the Father’s Day cake poster from June 7–20 and then re-hang the Blast piece on June 21.

The promotional t-shirts were shipped separately and should have arrived in-store the week of May 10. If you need additional The promotional t-shirts were shipped separately and should have arrived in-store the week of May 10. If you need additional The promotional t-shirts were shipped separately and should have arrived in-store the week of May 10. If you need additional t-shirts, please contact your fi eld marketing manager.

Your fi eld marketing manager can also help you to implement store-specifi c tactics and leverage the following LSM tools: Your fi eld marketing manager can also help you to implement store-specifi c tactics and leverage the following LSM tools: Your fi eld marketing manager can also help you to implement store-specifi c tactics and leverage the following LSM tools:. Blast banner artwork. Peel-a-deal cards and artwork (with Blast off er). Blast ad slick

Continue sampling Blasts using the sampling kit you received in April. You can purchase additional un-branded, 4-ounce cups Continue sampling Blasts using the sampling kit you received in April. You can purchase additional un-branded, 4-ounce cups Continue sampling Blasts using the sampling kit you received in April. You can purchase additional un-branded, 4-ounce cups at most supermarkets.

6/21/04 Media Launch

New Blast spot will air on cable and syndicated TV from June 21–July 4. New Blast spot will air on cable and syndicated TV from June 21–July 4.

Print advertising will run in Print advertising will run in People, Time, Newsweek, Newsweek, Newsweek US Weekly, and US Weekly, and US Weekly Entertainment WeeklyEntertainment Weekly (1/3-page inserts). (1/3-page inserts).Entertainment Weekly (1/3-page inserts).Entertainment Weekly

Sponsorship of radio and traffi c reports in a number of markets. Sponsorship of radio and traffi c reports in a number of markets.

Billboards will be placed in some markets. Billboards will be placed in some markets.

7/31/04 End of Campaign

Revert from promotional t-shirts to standard store uniform. Revert from promotional t-shirts to standard store uniform.

Take down merchandising. Take down merchandising.

Continue to off er and sample the Blast line, including the two new fl avors. Continue to off er and sample the Blast line, including the two new fl avors.

1. Mint Chocolate Drizzle is optional on the Mintopia Blast™.

False. The recipe requires topping with Mint Chocolate Drizzle, which adds fl avor and visual appeal.

Blast products can be made from either regular or decaff einated coff ee concentrate.

True. All Blasts are available both in regular and decaf. All Blasts are available both in regular and decaf. Note: Chocolate Blast® is made without coff ee concentrate.

Mintopia Blast™ is simply a Cappuccino Blast® made with Mint Chocolate Chip ice cream.

False. In addition to Mint Chocolate Chip ice cream, the Mintopia Blast™ recipe also In addition to Mint Chocolate Chip ice cream, the Mintopia Blast™ recipe also requires chocolate syrup, a dollop of whipped cream, and Mint Chocolate Drizzle on top. requires chocolate syrup, a dollop of whipped cream, and Mint Chocolate Drizzle on top.

Customers should be asked if they want their Blast with or without whipped cream.

True. Some customers prefer their Blast without whipped cream.Some customers prefer their Blast without whipped cream.

Mint Chocolate Drizzle can be ordered from your local distribution center.

False. Mint Chocolate Drizzle is available through your dry goods supplier. Mint Chocolate Drizzle is available through your dry goods supplier.

Turtle Blasts do not contain nuts.False. Turtle Blasts contain pecans from the Pralines ‘n Cream ice cream. Turtle Blasts contain pecans from the Pralines ‘n Cream ice cream. Note: You should be extra careful when sampling Turtle Blasts, as some customers may You should be extra careful when sampling Turtle Blasts, as some customers may have a severe allergic reaction to nuts. have a severe allergic reaction to nuts.

A Blast can be made with any fl avor of ice cream.

True. Encourage adventurous regulars to try their next Blast with their favorite fl avor Encourage adventurous regulars to try their next Blast with their favorite fl avor of ice cream. Hint: Most chocolate and coff ee fl avors work particularly well in the Blast Most chocolate and coff ee fl avors work particularly well in the Blast product line.

A large Blast contains 5 ounces of ice cream. False. A large Blast should be made with one regular 4-ounce scoop of ice cream. A large Blast should be made with one regular 4-ounce scoop of ice cream.

To signifi cantly reduce calories, Blasts can be made with non-fat yogurt and without whipped cream.

True. The caloric count can be reduced by 80% by substituting non-fat yogurt for The caloric count can be reduced by 80% by substituting non-fat yogurt for ice cream and eliminating the whipped cream. ice cream and eliminating the whipped cream. Note:Note: For more details, please see the nutritional kit that was sent in the April issue or refer to www.baskinrobbins.com.nutritional kit that was sent in the April issue or refer to www.baskinrobbins.com.

Kahlua Blast® is a top-selling Blast fl avor.False. Kahlua syrup is no longer available to stores. Any remaining inventory should be discarded, as the syrup is now out of code. discarded, as the syrup is now out of code. Note: Please be sure to take the Kahlua strip off the menu board and replace it with Mintopia Blast and Turtle Blast stripsoff the menu board and replace it with Mintopia Blast and Turtle Blast strips.

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Moviegoers across the nation will fi nd Baskin-Robbins on the big screen in some of the summer’s hottest fi lms. In DreamWorks’ fairytale Shrek 2, out now, viewers will notice an animated Baskin-Robbins storefront playfully titled Baskin (XXXI) Robbinhood. On June 18, the brand will make an appearance in The Termi-nal, a new Steven Spielberg fi lm starring Tom Hanks and Catherine Zeta-Jones. nal, a new Steven Spielberg fi lm starring Tom Hanks and Catherine Zeta-Jones. nalAs the plot unfolds inside an airport terminal, a Baskin-Robbins storefront can be spotted in the background of several scenes. To catch a glimpse, watch for the spotted in the background of several scenes. To catch a glimpse, watch for the movie trailer now airing or view it on movie trailer now airing or view it on movie trailer now airing or view it on www.theterminal-themovie.com.

Promotional Update

Build-A-Bear Workshop®2004 marks the 100th anniversary of the ice 2004 marks the 100th anniversary of the ice

cream cone, and we’ve partnered with the cream cone, and we’ve partnered with the make-your-own stuff ed animal leader, Build-make-your-own stuff ed animal leader, Build-A-Bear Workshop®, to celebrate the occasion. A-Bear Workshop®, to celebrate the occasion. A-Bear Workshop®, to celebrate the occasion. During this promotional event, Build-A-Bear During this promotional event, Build-A-Bear Workshop stores will be giving away Baskin-Workshop stores will be giving away Baskin-Workshop stores will be giving away Baskin-Robbins branded plush ice cream cones as a Robbins branded plush ice cream cones as a gift with purchase to its guests on August 7 gift with purchase to its guests on August 7 and 8 (or while supplies last). This is a great and 8 (or while supplies last). This is a great opportunity to expand our brand reach opportunity to expand our brand reach through Build-A-Bear Workshop stores; there through Build-A-Bear Workshop stores; there are over 160 locations across 40 states, includ-are over 160 locations across 40 states, includ-

ing our top DMAs. For more information, ing our top DMAs. For more information, see www.buildabear.com. While

you’re there, be sure to check out “Ice Cream Treat Curly”—out “Ice Cream Treat Curly”—an adorable bear with a sum-mer outfi t and her own 8-piece Baskin-Robbins ice cream set (ice cream set can also be sold separately for $8).

June Highlights

National Advertising Update National Advertising Update National Advertising Update National Advertising Update National Advertising Update

Baskin-Robbins kicks off June with two weeks of national cable advertising, featuring a 15-second spot for our Donkey Gone Bananas sundae. During this television fl ight, our ad will air on 22 cable networks, and we anticipate that it will generate around 220 million impressions among our target audience.

In support of our Father’s Day cakes, we will air another 15-second

spot on national cable from Monday, June 14, through Friday, June 18. This ad features our new PINK

campaign, and is a variation

of the spot that aired for Mother’s Day. We of the spot that aired for Mother’s Day. We of the spot that aired for Mother’s Day. We expect this spot to generate over 130 million targeted impressions during its fi ve-day run.

Finally, in late June and early July we will feature a multimedia advertising eff ort to support the re-launch of Cappuccino Blast®. Beginning June 21, a new 15-second spot consistent

with the new PINK campaign will air on national cable and syndicated air on national cable and syndicated

television for two weeks. We will television for two weeks. We will also promote Cappuccino Blast® in a also promote Cappuccino Blast® in a series of magazine ads, with a total series of magazine ads, with a total of nine insertions in titles like of nine insertions in titles like PeoplePeople, Entertainment WeeklyEntertainment Weekly, and Entertainment Weekly, and Entertainment Weekly TimeTime. For additional details, see the Blast Re-additional details, see the Blast Re-Launch Update on page 4.Launch Update on page 4.

Interested in doing some local radio advertising?

We have a new radio spot available for use by franchisees. The spot supports Baskin-Robbins cakes and features the new PINK campaign concept. It is not occasion-specifi c, so it can be used year-round. The ad is available as a 60-second brand spot that can air as-is, or a 54-second spot with room for a 6-second franchise location tag. To obtain a copy of either ver-sion, contact your fi eld marketing manager.

Coming SoonNew national and local radio spots are

being produced for Baskin-Robbins Quarts and Cappuccino Blast®.

Baskin-Robbins at the Movies

Camp eBay®

National Summer Promotions National Summer Promotions May – September August

Baskin-Robbins has partnered with eBay for the online retailer’s summer-long promotion, Camp eBay. This summer-camp themed campaign aims to educate consumers on how to use the shopping and auction site www.ebay.com. An eBay street team will travel across the country with a full-sized bus and cabin, visiting county fairs, concert venues, and summer hot spots. Participants will receive eBay game cards, which will drive them online to fi nd out if they’ve won one of the 250 fi rst prizes: a year’s worth of Baskin-Robbins ice cream. As a prize partner, Baskin-Robbins will be featured

on game cards, signage, web site links, and all promotional materials, including

t-shirts, national print ads, and on-site advertising. The

Camp eBay promotion is expected to reach over 11 million people. This partnership provides

a great opportunity for Baskin-Robbins to drive

brand relevance through our association with eBay, which is not

only a fun, contemporary brand with loyal customers but also one of the largest online communities in cyberspace. For more information on this summer promotion, log on to www.campebay.com.

Shrek 2Tom Hanks in The Terminal

for internal use only, not for publication

The Termi-

As the plot unfolds inside an airport terminal, a Baskin-Robbins storefront can be

Tom Hanks in The Terminal

for internal use only, not for publication

The Monthly Blast is published by Baskin-Robbins Monthly Blast is published by Baskin-Robbins Monthly BlastIncorporated (BRI), a subsidiary of Allied Domecq PLC (ADPLC). It is generally published once a month with occasional double issues covering two months. The Monthly Blast is intended for Monthly Blast is intended for Monthly Blastdistribution to and exclusive use of franchisees and employees of BRI and ADPLC. The publication is not intended for distribution to others, including prospective franchisees and/or employees, unless written permission is obtained. Submission of articles, photos, artwork, or other materials constitutes permission to publish. Articles/artwork submitted to the Monthly Blast may be edited Monthly Blast may be edited Monthly Blastfor clarity and length and become the property of BRI. Quotes included in the Monthly Blastrefl ect personal experience and opinion. Individual franchisee or market experience is not a guarantee that other franchisees or markets will achieve the same outcomes. © 2004 Baskin-Robbins Incorporated. Baskin-Robbins names, design, and related marks are registered trademarks of Baskin-Robbins Incorporated. © Baskin-Robbins Incorporated. All other trademarks are the property of their respective owners.

To make comments, request copies, or submit information, please contact:Editor, Monthly Blastc/o Baskin-Robbins, USA Co.15 Pacella Park DriveRandolph, MA 02368Phone: (781) 961-4020, ext. 2946FAX: (781) 986-1627

Managing EditorJamie Moore (JamieMoore@adrus.com)

This is a backbar crock from the syrup rail in a Baskin-Robbins shop. The crock was used for holding clean food utensils and cleaning brushes. The gray water in the cup is condensation from the bottom of the crock.

Do you know what type of bacteria grows very well in condensation and refrigerators? Listeria—which has caused many serious outbreaks and resulted in the recall of 27.5 million pounds of food earlier this year.

There is one defi ciency here:On your monthly food safety self-assessment form, this

defi ciency would be noted in the “Sanitation” section under “utensils not stored properly.” There are several reasons for this violation:

Food utensils must be stored separately from cleaning brushes to prevent cross-contamination. Keep your brushes hanging above the three-compartment sink.

Crocks in the refrigerated syrup rail must only be used for non-dairy food products, never for utensils. That’s because condensation build-up will occur and contaminate the utensils.

Utensils should be stored in a clean, dry, approved container such as those on the approved smallwares list previously distributed to all stores. (If you need a copy of the list, call QSR Navigator at (877) 800-2922.)

Food safety or sanitation questions? Contact the QA Helpline at (800) 444-1890.

What’s Wrong with This Picture?