NewsWorldThis chain of ice cream parlors is renewed after...

This chain of ice cream parlors is renewed after 77 years


This is the first ice cream museum in Singapore (2021) 0:59 New York (CNN Business) — Baskin-Robbins is making some changes. The 77-year-old ice cream parlor has altered its logo, employee uniforms and packaging to update the brand. It’s Baskin-Robbins’ first major update since 2006, according to the company. It will also sell products, such as bicycles and hats, in an online store for the first time. And Baskin-Robbins will introduce new flavors as part of the revamp. For years, the Baskin-Robbins logo has been pink and blue. “BR” and the words “Baskin Robbins” were printed in a child’s typeface. In the new logo, that playful typeface has disappeared and been replaced by a sharper version. The new brand comes in brown and pink, brown and blue, and pink and white. In other words, the new Baskin-Robbins has grown. The makeover has been a long time coming. “When we really thought about the journey … it started four years ago,” said Jason Maceda, president of Baskin-Robbins. That included “really listening to our customers.” Old and new version of the Baskin-Robbins logo. Baskin-Robbins’ management team learned that some customers felt very attached to the brand, associating their childhood travels with their parents or grandparents. But they also heard there were “some opportunities to be more relevant,” Maceda said. For brands like Baskin-Robbins, it is important to win over younger consumers – not just those who remember it from their youth – in order to gain new customers. Company leadership has been addressing feedback in various ways. In late 2018, for example, Baskin-Robbins introduced a new layout and design for some stores. These stores called “Moments” feature a more modern design, digital menu boards, more ice cream display cases, and more toppings and deals. So far, there are about 70 such stores, Maceda said. This is just a small part of the more than 7,700 Baskin-Robbins stores open worldwide. Rollout of “Moments” stores slowed down during the pandemic, Maceda noted, adding that he is “excited to get it back up and running.” Still, the pandemic was good for ice cream sales. Baskin-Robbins went private in 2020 and does not publicly disclose sales figures. But Maceda said sales grew 3.5% in 2020, and 10.9% last year. Overall, ice cream sales in US stores grew 4.4% from 2019 to 2021, according to Euromonitor International. To help keep that momentum going, Baskin-Robbins hopes to make a splash with its new look, flavors and merchandise. Bicycles, bucket hats and ube sundaes Some of the new products from Baskin-Robbins. The new brand is inspired by the company’s history, according to Jerid Grandinetti, Baskin-Robbins vice president of marketing and gastronomy. Brothers-in-law Irvine “Irv” Robbins and Burton “Burt” Baskin founded the ice cream company in 1945. But they didn’t brand it “Baskin-Robbins Ice Cream” until 1953. “The original 1953 ad campaign was based on the iconography of the circus,” explains Grandinetti. That campaign used the pink and brown that Baskin-Robbins brings back today. That was also the year that Baskin-Robbins introduced the idea of ​​31 flavors, one for each day of the month. Both the new and old logos have the number “31” hidden between the B and R when the letters are placed together. Baskin-Robbins currently has hundreds of flavors in its portfolio. But there is still room for more. Part of the revamp includes three new limited-time flavors: one is Non-Dairy Mint Chocochunk, one is Totally Unwrapped, made with chocolate-peanut butter ice cream, caramel swirls, fudge-coated pretzels and fudge-coated peanuts. of milk and caramel. Grandinetti refers to this one as a “deconstructed candy bar.” The third flavor, Ube Coconut Swirl, is made with coconut ice cream and ube (a purple yam widely used in Filipino desserts) with swirls of ube flavor. Totally Unwrapped is the flavor of the month for April, while the other two will be available until spring and could stay longer depending on customer reaction. In addition to the new flavors and its new image, the company has launched some gift items, such as hair bands, sweatshirts, hats and even bicycles. Bicycles may seem like an odd choice for an ice cream company. But the brand’s new tagline, “Seize the Yay,” is about celebrating the little moments of joy. And nothing says “yay” like a ride on an ice cream-themed bike. “We want to make sure we celebrate together with our customers,” Grandinetti said. “What better way to do that than to offer them some fun and wear-worthy items, like a bike, as well as clothing that can be part of their daily lifestyle.”


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