Business expert and motivational speaker Dani Peer has joined Franchised Food Company (FFCo) as an executive director. 

Peer is the principal of The Peer Effect and will work from FFCo’s Melbourne office to help grow the Cold Rock ice cream franchise brand which has its head office in Arundel, Queensland.

Peer said was attracted to Cold rock because he believed it to be a 21st century brand.

“Generation Y and Z are looking for things that are unique and Cold Rock seems to be in the middle of that because each individual can come up with their own ice cream creation.

“I’m quite excited about what the future of this operation holds,” Peer said.

Owned and operated by Melbourne-based businessman Stan Gordon, FFCo was established as an umbrella vehicle under which to hold the interests and rights of Cold Rock, Mr Whippy and Pretzel World.

“Most franchise operations like Cold Rock have been put together by entrepreneurs who have done a reasonably good job, but we think there are opportunities to create additional value for each of the franchise owners,” Peer said.

“My role will be to add services and support to franchise owners to improve the quality of our brand.

“There will also be a lot more support in local marketing activity, a greater focus on using the purchasing power of the group to deliver raw materials and lower prices and negotiating with big suppliers,” he said