Baskin-Robbins Needs Improved Projections in Selling Denver

Baskin-Robbins, an ice-cream shop chain that is part of Dunkin' Brands, announced today that it is accepting franchise owner candidates for Denver but it is having a hard time getting its store projections straight. To give buyers a thrill on how great an opportunity it will be to hop on the fast train, franchisors often give pie-in-the-sky estimates of store projections. Here's one nebulous prediction over an uncertain number of years given in the press release:

More than 60 new stores are projected over the next several years throughout Denver and the surrounding counties of Adams, Arapahoe, Boulder, Denver and Jefferson, among others.

But in the same press release, next paragraph down, notice how the projection is now statewide.

The company plans to open more than 60 locations statewide in Denver and other large and small markets over the next several years.

Oops.

Given that there are 25 stores statewide and only 13 in Denver, 60 sounds more doable of a goal statewide. Ah, but I make a mistake here by calling it a goal. I've been taught that a goal must have a set date to reach. But there's no date written to achieve a goal.

For those who do not mind muddled planning statements, Baskin-Robbins will be hosting a franchising (selling franchises) seminar at the Denver Marriott Tech Center on August 5, 2008. Info about the event is available here. We anticipate you growing your store from one to ten sometime in the future, whether it be in this life or the next.