The Great Wall I scream, you scream, we all scream for social responsibility.
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His name is Fred Bradish--like "radish" but with a"B" in the front--but then, if you lived in Dallas,you'd probably know that already.
You'd also know that Bradish's Baskin-Robbins looksnothing like a typical Baskin-Robbins. "If you look at ourwall, you'll see no space," says Bradish, 57, who is alsoa minister.
Bradish, who was recently named one of Entrepreneur's1999 Socially Responsible Franchisees of the Year, distributes freeice-cream coupons to those students and employees at local schoolswho maintain a spotless attendance record. Each school makes amascot poster to hang on Bradish's wall, with every honoredchild's name underneath.
That recognition really sticks with the kids, and withBradish--one school even invited him to a breakfast to thank himfor his support of the children. "All the kids came out to theauditorium and sang a song for me, and with their nickels anddimes, they had bought a plaque for my store," says Bradish,who gives out around 8,000 free cones every six to nine weeks."It's that kind of thing that really makes you feel good.We gain more than we give, big time."
What's New
By Karin L. Henderson
- Cinnabon Inc., one of the largest cinnamon roll bakeryretailers, will be adding some sugar and spice to the businessworld with the relaunch of its franchise program. Acquired lastyear by Atlanta-based AFC Enterprises, Cinnabon is ending asix-year franchising hiatus, targeting select markets and franchisepartners, as well as focusing on placements in large-scale airportsand high-traffic shopping malls. Cinnabon hopes to sprinkle theglobe with 1,000 units by 2004, which will nearly triple its numberof locations.
- McDonald's Corp. is broadening its culinary horizons in aneffort to cook up more business and leverage its infrastructure.The Oak Brook, Illinois-based company recently purchased DonatosPizza Inc., a privately owned Columbus, Ohio-based pizza restaurantchain of 143 units, and Aroma Ltd., a London-based sandwich shopchain of 23 units. Both Donatos and Aroma will retain theiroriginal names and management teams, as McDonald's utilizes thediversity of these markets to serve more customers worldwide.
Contact Sources
Baskin-Robbins, 2433 W. Kiest Blvd., Dallas, TX 75233,(214) 337-0727
McDonald's, 1 Kroc Dr., Oakbrook, IL 60523, http://www.mcdonalds.com
