Baskin-Robbins Appoints Three Food &

Beverage Industry Leaders to Fill Spots in

International Marketing and Operations
CANTON, Mass., Jan. 11, 2011 /PRNewswire/
In support of its global growth initiative, Baskin-Robbins, the world's largest ice cream brand,
today announced the appointment of three experienced restaurant industry executives to its
international marketing and operations team.  Paul Reynish, Chief Marketing Officer, Baskin-
Robbins International, Ian Martin, General Manager, Australia/New Zealand, and Jo-Ming Tung,
Managing Director – Greater China, bring with them a wealth of experience within the restaurant
industry and successful track records representing some of the worlds most prominent retail
brands.  These additions are in keeping with Baskin-Robbins' plan to grow its brand
internationally and to enhance support for its franchisees around the world.  Each will report
directly to Srinivas Kumar, President and Chief Brand Operating Officer for Baskin-Robbins
Worldwide.  
Paul Reynish will be responsible for Baskin-Robbins marketing outside the U.S. and for the
oversight and management of the Baskin-Robbins brand in both Korea and Japan.
Paul joins Baskin-Robbins from Subway where he served as CEO of the Subway International
Franchisee Advertising Fund, the independent advertising fund that handles marketing and
advertising for the brand outside the U.S. Additionally, he served on Subway's global executive
management board.  Prior to joining Subway, Paul served with Burger King as Marketing
Director, Asia Pacific, and later as Marketing Director, UK and Ireland. In these roles he was
responsible for revamping the marketing strategy to turnaround the brand. Prior to Burger King,
Paul was based in New Zealand serving in executive roles at several well-known global
advertising agencies.
With an extensive background in the restaurant industry, Ian Martin will be responsible for
overseeing Baskin-Robbins operations, marketing, supply chain, training and business
development activity in Australia and New Zealand.  Additionally, he will be focused on
building franchisee relationships and working with them to grow the brand's presence in the
market.
Prior to joining Baskin-Robbins Ian held positions as Group Chief Executive for Gloria Jean's
Coffees International based in Sydney.  In this capacity, he was responsible for the day-to-day
management of the business including developing a three-year strategic growth plan and
accelerating store growth.
Ian also served as SVP & President Asia Pac for Burger King Corporation based in London and
as Chief Financial Officer – Asia for Yum! Restaurants International based in Singapore. Earlier
in his career, Ian worked in Hong Kong for the Jardine Restaurant Group which held master
franchises, for among others, Pizza Hut, Taco Bell, Ruby Tuesday and Sizzler restaurants within
the Asia region.
A seasoned operations executive, Jo-Ming Tung joins Baskin-Robbins as Managing Director
– Greater China, where he will be responsible for working with franchisee and licensee partners
to grow the brand in that country, providing support for their operations, marketing, and supply
chain activities.
Jo-Ming joins Baskin-Robbins from YUM which is brands where he served as General
Manager, Eastern China, supporting Pizza Hut. In this capacity, he oversaw all aspects of more
than 205 restaurants in the greater Shanghai area. He was also responsible for making the East
the most profitable region for Pizza Hut in China.  His prior experience includes management
roles in China with Shangri-La Hotel, Sunrise Golf & Country Club, and Grand Hyatt Hotel.
"Baskin-Robbins is thrilled to add three new food and beverage industry leaders to support and
lead our international field teams and our franchisees in these priority markets," said Srinivas
Kumar, Chief Brand Operating Officer for Baskin-Robbins Worldwide,  "We are delighted to
announce these new appointments, each bringing a wealth of experience and their own unique
leadership skills and individual talents to support our plans to grow the Baskin-Robbins brand
internationally and to enhance support for our franchisees around the world.
Company Background

Baskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irv Robbins in
1953, from the merging of their respective ice cream parlors, in Glendale, California since 1945.
Baskin-Robbins has introduced more than 1,000 ice cream flavors. Baskin-Robbins is the
world’s largest chain of ice cream specialty shops, each serving the company’s famous 31
flavors of ice cream as well as frozen yogurt, sherbet, cakes and drinks. The largest chain of ice
cream shops in the world, Baskin-Robbins has retail locations across the United States. In total,
the chain operates nearly 6,000 stores worldwide. Baskin-Robbins creates and markets
innovative, premium ice cream, specialty frozen desserts and beverages, providing quality and
value to consumers. The Baskin-Robbins ice cream parlors started as separate ventures from Burt
Baskin and Irv Robbins, owning Burt's Ice Cream Shop and Snowbird Ice Cream respectively.
Snowbird Ice Cream featured 21 flavors, a novel concept for the time. When the separate
companies merged in 1953, this concept grew to 31 flavors.

Baskin-Robbins is known for its "31 flavors" slogan. The idea for having 31 flavors came from
the Carson-Roberts advertising agency (which later became Ogilvy & Mather) in 1953, along
with the slogan "Count the Flavors. Where flavor counts." 31 was also more than the 28 flavors
then famously offered at Howard Johnson's restaurants. Burt and Irv also believed that people
should be able to sample flavors until they found one they wanted to buy ― hence the iconic
small pink spoon. During a now famous promotion, Amy Boggioni led a group of three who
finished 31 scoops of all 31 flavors in less than 31 minutes.

The franchise model created by Burt and Irv decades ago is still used by Baskin-Robbins today.
They are 100% franchised, with each owner holding a stake in the business' success, while
product development and merchandising are handled at Baskin-Robbins headquarters. This
hands-on, small business approach allows franchisees the ability to create a strong presence in
local communities all over the world. Through this franchise business model, they continue to
provide innovative, high-quality ice cream treats to more than 150 million customers worldwide.
And as a result, Baskin-Robbins has grown to become the world's largest chain of ice cream
specialty stores, with more than 2,800 locations throughout the United States and 5,800 around
the globe. Baskin-Robbins is the world's largest chain of ice cream specialty shops. 
Summary

In support of its global growth initiative, Baskin-Robbins, the world's largest ice cream
brand, today announced the appointment of three experienced restaurant industry executives to
its international marketing and operations team.  Paul Reynish, Chief Marketing Officer, Baskin-
Robbins International, Ian Martin, General Manager, Australia/New Zealand, and Jo-Ming Tung,
Managing Director – Greater China, bring with them a wealth of experience within the restaurant
industry and successful track records representing some of the worlds most prominent retail
brands.  These additions are in keeping with Baskin-Robbins' plan to grow its brand
internationally and to enhance support for its franchisees around the world.  
Paul Reynish will be responsible for Baskin-Robbins marketing outside the U.S. and for
the oversight and management of the Baskin-Robbins brand in both Korea and Japan.
Paul was based in New Zealand serving in executive roles at several well-known global
advertising agencies. Other than that, Ian Martin will be responsible for overseeing Baskin-
Robbins operations, marketing, supply chain, training and business development activity
in Australia and New Zealand.  Additionally, he will be focused on building franchisee
relationships and working with them to grow the brand's presence in the market. He was
responsible for the day-to-day management of the business including developing a three-year
strategic growth plan and accelerating store growth.

Jo-Ming Tung joins Baskin-Robbins as Managing Director – Greater China, where he

will be responsible for working with franchisee and licensee partners to grow the brand in that
country, providing support for their operations, marketing, and supply chain activities. With all
these fantastic combination, Baskin-Robbins is thrilled to add three new food and beverage
industry leaders to support and lead their international field teams and their franchisees in ice
cream specialty markets.
Issues

1. Why Baskin-Robin’s appoint of three experienced restaurant industry executives to its

international marketing and operations team.

Baskin-Robin’s appoint the three experienced restaurant industry executive to its

international marketing and operation team because they hope with the wealth of experience
within the restaurant industry and successful track records representing some of the world’s most
prominent retail brand will help Baskin-Robin’s to grow its brand internationally and also to
enhance support for its franchisees around the world. Other than that, with experienced, own
unique leadership skills and individual talents by the three executive, Baskin-Robin’s also want
to make a new changes in their international marketing and operation teams with add up new
strategies to ensure that they can enhance support for their franchisees and customers around the
world.

2.