Building the Largest Ice Cream Network
Expanded Baskin Robbins into 440 stores across Saudi Arabia in just five years. Set new standards in growth, profitability, and brand reach in the frozen dessert space.
Baskin Robbins –KSA
In 2010, I took charge as Business Head of Baskin Robbins in Saudi Arabia with a clear mission to transform the brand from a regionally known player into a nationwide leader. Over the next five years, I led the strategic expansion, scaling operations from limited visibility to 440 stores across the Kingdom. My role spanned end-to-end business leadership: building operational systems, crafting pricing models, designing market-specific growth strategies, and driving profitability. This journey not only multiplied revenues but also positioned Baskin Robbins as a benchmark in scalable, branded food retail across the Middle East.
- Impact: 200 Stores in 5 Years
- 2010 – 2016: 2010 – 2016
Key Achievements
A results-driven journey marked by rapid expansion, revenue growth, and operational excellence. Each milestone reflects strategic decisions that turned Baskin Robbins into a market leader in Saudi Arabia.
440 Stores Across Saudi Arabia
Expanded the brand’s footprint by launching 200+ new stores in strategic urban and semi-urban locations.
Sales Surge: $200M → $507M
More than doubled top-line revenue in five years, showcasing the power of strategic planning backed by operational excellence.
2.25x Profit Growth
Revenue grew from د.إ40M to د.إ106M, driven by pricing optimization, cost control, and margin-focused strategies.
Laughing Home Delivery
Launched and branded ice cream delivery as a joyful experience not just a service. Impact
Expansion Strategy
Strategically scaled store presence across Saudi Arabia through data-driven location planning and localized execution.
200+ Store Launches
Executed one of the fastest rollouts in the region, introducing new outlets every month with standardized SOPs.
City-Centric Micro Strategies
Customized marketing, product mix, and store formats for each location from Riyadh to Jeddah and beyond.
Built Operational Playbooks
Developed systems that ensured every new outlet maintained consistent brand quality and customer experience.
Gallery Images
Let Know More About my Impacts
Every time I walked in, there were problems. Every time I walked out, it was a brand reborn reimagined as a luxury lifestyle experience
Galadari Ice Cream Co. (Baskin-Robbins®)
Brought in to strategize and execute large scale business growth across penetration, product and pricing to augment and double brand footprint to 440 outlets, Appreciated by top management and invited to global conventions for presenting Market Leadership Best Practices for worldwide replication
Appointed to spearhead launch operations to successfully establish lifestyle consumer brand in a challenging unorganized/cluttered food retail sector, Instrumental in complete organizational transformation realigning business concept to reinvigorate brand makeover with high market positioning/visibility
!!! A passion catalyst and astute professional possessing 20+ years of experience in food and beverage retail. !!!
Provides grounds-up turnaround leadership and entrepreneurial spirit vis-à-vis concept to execution of untapped products/markets; deliver solutions that yield unprecedented revenue and profitability growth; inspire and revitalise cross-functional talent pool via scalable sustainable infrastructures emulated as best practice.
Demonstrates skills in Business Strategy, Profit Center Operations, Strategic Initiatives, Brand Expansion, New Product Launches, Sustainable-Scalable Process Improvement, Food Retail Excellence, 360 degree Sales and Marketing Growth, team management contributing to enhanced organisational value and performance.
Business leader with an ability to see the “big picture” from strong sales and marketing mindset. Proven track record in leading teams to build, transform and turn around organization in both top & bottom line.
Ability to lead a “cross-functional team”, at the same time working close to the ground with executional teams to make the near term future come alive. Best suited for high-growth consumer businesses.
Specialties:
Leading Teams,
Business Development
Cross Functional Leadership
Conceptualizing Brand & Marketing Programs
Competitive analysis
Concept Creation
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Passion Singh Transformed Brands
Galadari Ice Cream Co. (Baskin-Robbins®)
Business Head and Country Manager – KSA ,Jeddah Governorate, Saudi ArabiaOct 2010 – Mar 2016 · 5 yrs 6 mos
Chief Executive Officer
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