Rocky Mountain Chocolate Factory CEO Rob Sarlls Completes “50 Visits In 50 Weeks” Listening Tour With Company Franchisees and Begins Second Tour

COMPANY ESTABLISHES TWO NEW POSITIONS TO ENHANCE FRANCHISE SUCCESS AND BRAND STANDARDS ADHERENCE

DURANGO, Colo., May 22, 2023 (GLOBE NEWSWIRE) -- Rocky Mountain Chocolate Factory, Inc. (NASDAQ: RMCF) (the "Company," "we" or "RMCF"), an international franchiser and manufacturer of gourmet chocolates and other confectionary products, today announced that Chief Executive Officer Rob Sarlls has completed his "50 Visits in 50 Weeks" listening tour early and has commenced Year Two of his tour. Between now and April 30, 2024, he will visit with at least another 50 of the Company's franchisees. He began this year’s effort in early May in Tilton, NH, the Company’s most distantly located U.S. store from its headquarters in Durango.

The Company also announced it has established two new management positions to enhance franchisee development and adherence to brand standards. Lisa Taylor was named Senior Director, Franchise Success. Fred Sabatini was named Director, Brand Standards.

“My face-to-face discussions with franchise owners and their staffs, and personal observation of on-site conditions of the stores, have not only contributed to a strengthened working relationship with the store operators, but also helped to identify new practices and procedures that can and will benefit the Company and all who promote our products,” Sarlls said.

Sarlls formulated the “50/50” concept in late May 2022, shortly after assuming the role of CEO. He began his year-long commitment with stops in the central and southern U.S. as he traveled en route to Company headquarters in Colorado. He completed the final leg of the listening tour in late April 2023 in Seattle, following stops at six RMCF airport locations across the country.

“We like to think it’s all about the chocolate,” said Sarlls, “but in the end it’s truly about being superior in delivering for our franchisees – essentially Business as a Service (“BAAS”). By improving our execution for and with our franchisees, we create wealth both for them and RMCF stockholders. Working more closely together, we can continue to identify areas for improvement, and provide customized solutions to help them succeed.”

Sarlls added that the “50/50” outreach has sparked a number of mutually important changes for both the Company and its franchisees over the course of the past year.

“The Franchisee Advisory Council (FAC), formed in January 2023, has fostered timely, consistent and transparent dialogue among franchisees and the Company,” he noted. “As we continue to evolve and execute on our strategic transformation, their collaboration and participation in the changes brought to the business are critical for helping the rest of the RMCF network understand and adopt the changes.”