Melbourne-based Franchised Food Company (FFCo) has appointed a general manager of new business. Jason Charles will be responsible for the recruitment of franchisees and the selection of store sites with the expanding franchise company, which owns the Cold Rock Ice Creamery, Mr Whippy and Pretzel World brands.

Charles was previously national operations manager for potato-based franchise Spudbar and has extensive franchise experience with groups including Domino’s, The Coffee Club and BBÍs Cafe, where he was also a franchisee for eight years.

“When you look at a company you want to have a real belief in its brand, Charles said. I particularly love Cold Rock. ItÍs a unique brand and that gives it real legs in the market.

“ItÍs fun retailing with a great product, and you get to serve customers at their very best — enjoying a treat!”

Charles will work across all three FFCo brands but will focus on Cold Rock, which allows customers to add mix inÍs to their favourite ice cream.

“Our aim is to open 15 stores this calendar year which IÍm extremely confident weÍll achieve and weÍll probably aim for 15 to 20 a year over the next three to four years,” he said.

“The goal for growing the brand is through organic growth, through applicants approaching us because they like the look of what we do, and through strategic growth, which will involve a targeted advertising and marketing campaign.

“We are in the process of identifying key markets for growth such as Perth, Canberra and the Sydney metro area. I think there are massive opportunities for us to continue to get stores on the ground.”