This document summarizes research conducted at a Baskin Robbins franchise location in Evergreen, Colorado. It includes information about the owner, employees, customer demographics, competitors, and factors affecting the brand. Research methods like interviews, observations and clue scanning were used to understand the customer experience. The experience was mapped across 8 steps from pre-purchase intentions to exit. Recommendations were provided to enhance the experience by making it more fun, interactive and family-oriented through changes like theme parties, play areas, and DIY activities. The franchise aims to adopt these recommendations to strengthen emotional connections with customers and differentiate from competitors.

1. Andy Smith
Hardy Ou
Lisa Wang
Ryan Proietto

3. Ryan

4. Lisa

5. Hardy

6. Andy

7. MINI
AUDIT
ImplementationConclusion
Introduction

8. • History
• Brand Identification
• Target and Position
• Competition
• Factors that affect the brand

9. • Baskin Robbins Franchise
– Location: Downtown Evergreen, Colorado
– Opened in 1981
• Owner: Annie Hunter
– Purchased in 2007
– Provided us with great opportunities for
Experimentation
– Ensured Full Cooperation of Staff

10. • Values
– Honesty, Transparency, Humility, Integrity,
Respectfulness, Fairness, Responsibility
• Guiding Principles
– Leadership, Innovation, Execution, Social
Stewardship, Fun
– Priorities
– People, Guests, Neighborhoods, Our Planet

12. Younger generations range from 18 to
34
Families with children
Older customers who visit ice cream
shops as a way of treating themselves
Health- conscious customer

13. Fun Flavor Premium
product

14. • Local
– Very little competition
• Local Restaurants, Menchie’s Frozen
Yogurt
• National
• “Theater like Experience”
– Cold Stone, Marble Slab, Maggie Moo’s

15. • What is Baskin Robbins Doing?
– Innovation, Top-notch Ice Cream Flavor,
Great Value
– Maximize Quality
– Offer Wide Variety
– Adapt to Customer

16. • Increase in health consciousness among
customers.
• Dwindling consumer discretionary spending.
• Higher cost pressures troubling food and
beverage sector.
• Shift in Ice Cream Consumption in U.S.

17. MINI
AUDIT
Introduction
Conclusion Implementation

18. • Corridor of Experience
• Clue Scanning
• ZMET
• Building the Experience

19. The size of the vertical dimension
indicates the depth of the experience—the
number of contacts and the importance of
the contacts.

21. Step 4- Purchase
Menu Freezer Choices of Products Displays
Step 3-Initial Contact (Inside)
Greeting Decoration Cleanliness Product Smells
Step 2- Initial Contact (Outside)
Signage- See Your
Store
Store “Curb” Appeal Parking Location
Step 1- Pre-purchase Intention
Offline Marketing Online Marketing Word of Mouth Decide on Ice Cream

23. Step 4- Purchase
Menu Freezer Choices of Products Displays
Step 3-Initial Contact (Inside)
Greeting Decoration Cleanliness Product Smells
Step 2- Initial Contact (Outside)
Signage- See Your
Store
Store “Curb” Appeal Parking Location
Step 1- Pre-purchase Intention
Online Marketing Offline Marketing Word of Mouth Decide on Ice Cream

24. Step 4- Purchase
Menu Freezer Choices of Products Displays
Step 3-Initial Contact (Inside)
Greeting Decoration Cleanliness Product Smells
Step 2- Initial Contact (Outside)
Signage- See Your
Store
Store “Curb” Appeal Parking Location
Step 1- Pre-purchase Intention
Online Marketing Offline Marketing Word of Mouth Decide on Ice Cream

25. Step 4- Purchase
Menu Freezer Choices of Products Displays
Step 3-Initial Contact (Inside)
Greeting Decoration Cleanliness Product Smells
Step 2- Initial Contact (Outside)
Signage- See Your
Store
Store “Curb” Appeal Parking Location
Step 1- Pre-purchase Intention
Online Marketing Offline Marketing Word of Mouth Decide on Ice Cream

26. Step 8- Termination/ Exit
Greeting “Thank you
for coming in”
Coupon Loyalty Program
Capture Customer
Data
Step 7- Consumption of Product
Taste/Quality of
Product
Product Container-cup,
cone, spoons, etc
Availability of Napkins
Attentiveness of Staff
for Other needs
Step 6- Delivery of Product
Cleanliness of Product
Presentation of
Product
Reinforcement
Greeting- “Thank you”
Ask If There Are
Additional Needs
Step 5- Preparation of Product
How Items Are Made
Cleanliness of Work
Area
Cleanliness of
Employee
Cleanliness of
Machines

28. Step 8- Termination/ Exit
Greeting “Thank you
for coming in”
Coupon Loyalty Program
Capture Customer
Data
Step 7- Consumption of Product
Taste/Quality of
Product
Product Container-cup,
cone, spoons, etc
Availability of Napkins
Attentiveness of Staff
for Other needs
Step 6- Delivery of Product
Cleanliness of Product
Presentation of
Product
Reinforcement
Greeting- “Thank you”
Ask If There Are
Additional Needs
Step 5- Preparation of Product
How Items Are Made
Cleanliness of Work
Area
Cleanliness of
Employee
Cleanliness of
Machines

30. Step 8- Termination/ Exit
Greeting “Thank you
for coming in”
Coupon Loyalty Program
Capture Customer
Data
Step 7- Consumption of Product
Taste/Quality of
Product
Product Container-cup,
cone, spoons, etc
Availability of Napkins
Attentiveness of Staff
for Other needs
Step 6- Delivery of Product
Cleanliness of Product
Presentation of
Product
Reinforcement
Greeting- “Thank you”
Ask If There Are
Additional Needs
Step 5- Preparation of Product
How Items Are Made
Cleanliness of Work
Area
Cleanliness of
Employee
Cleanliness of
Machines

32. Step 8- Termination/ Exit
Greeting “Thank you
for coming in”
Coupon Loyalty Program
Capture Customer
Data
Step 7- Consumption of Product
Taste/Quality of
Product
Product Container-cup,
cone, spoons, etc
Availability of Napkins
Attentiveness of Staff
for Other needs
Step 6- Delivery of Product
Cleanliness of Product
Presentation of
Product
Reinforcement
Greeting- “Thank you”
Ask If There Are
Additional Needs
Step 5- Preparation of Product
How Items Are Made
Cleanliness of Work
Area
Cleanliness of
Employee
Cleanliness of
Machines

35. • Location
• Facilities- Interior
• Products and Services

39. • Owner - Annie Hunter
Respected
Social capital
A positive attitude for research
• Employees
A very can - do attitude
Young, customer centered
Instrumental and supportive in our Research

40. • Efficient
• Knowledgeable
• Well-run operations

41. • How are you？
• Can I help you？
• Thank you!
• Have a good day.

42. • Liam Smith- Frequent Customer
• Lindy Smith- Frequent Customer
• Tony Wong- First time Customer

43. Liam

44. Lindy

45. Tony

46. Enjoying
Product
Quality
Product
Variety
Friendly &
Trust Worthy
Service
Customer
Happiness
and
Satisfaction

47. Experience
Fun
Quality
Product
Customer
Centered
Service

48. Experience
Functional
Mechanic
Humanic

49. C
L
U
E
Change Interesting Uniform
Provide Toys On the Table
Add a Small Playground Outside
Build An Interesting Corner
Supply Funny Elements In the Restroom
Redecorate the Wood Signage
Add Ice Cream Logo
Offer Sample Trial Notice

51. • Increase staying time
• Longer Stay, More Consumption
• Encourage Children to Return

52. • Majority Customer: Families and Children
• Increase staying time
• Longer Stay, More Consumption
• Encourage Families to Return

54. • Key theme- Fun
• Restroom- Clean But Not Interesting

55. • Ordinary
• Not Funny
• Basic Information without Emotional
Connections
• Example elements: Ice Cream Logo and Kids
eating Ice Cream

56. • New Customers May not be able to notice the Signage
outside
• Capture New Customer’s Attention

57. • Baskin Robbins Is Famous for Offering Sample Trial
• New Customers don’t Notice That (Hardy)

58. C
L
U
E
Hold Theme Party
Organize Community Events
Create An Ice Cream Bar to Eat or Viewing Area
Change Wall Decoration
Offer More Comfortable and Upscale Seats
Place Stand-up Menus on the Table Where the
Customers Sit
Offer Baskin Robbins Stickers to Children

59. • Special Products for Particular Occasion.
• No Particular Decoration on Special Day
• Example: Valentine’s Day

60. • Increase Connections
• Boost Sales and Drive Traffic
• Example: DIY Ice Cream Competition

61. • Allow Children to Sit and Watch the Topping Bar in
Action.

62. • Majority Customers on Weekdays: Local
Families in Evergreen
• Add Family Elements
• Make it “Home”
• Emotional Connections
• Example: “Happy Moment”

64. • Only One Place Has Menu
• Hard to Read
• Reach the Menu Easily
• Attract to buy more

65. • Remember and Recall
• Funny
• Emotional Connections with Children

66. C
L
U
E
Have More Interactions with Children
Enhance the Way in Which Employees Greet the
Customers
Improve Communication between Employee and
Customer
Issue Nametags to Employees
DIY (Do it Yourself) Day for Children

67. • Remove One of the Cash Registers
• Watch how the product is produced
• Children likes interesting things
• Example: Step up, Stools

68. • Learning the Names of Frequent Customers
• Greeting them More Personal

69. • Majority Customer on Weekdays: Local
Families
• Collect customers information
• Enhance Conversation
• Engagement - Anticipation

71. • Children- majority of customer
• Learn how to make ice- cream or cake
• Extraordinary experience

72. MINI
AUDIT
Introduction
ImplementationConclusion

73. • Corporate vs. Evergreen Franchise
Adopting Stage
 Deeper emotional connection
 Close experience gap

74. • Innovation
Adapt to customers
Stand out from competition
4 CEM dimensions
• Building the Experience
Clue recommendations
 Functional, Mechanic, Humanic