How Baskin-Robbins Is Trying Not to Disappear

Table of contents

If you look at Baskin-Robbins’ performance for 2013, you may think you’re adding the numbers wrong. The ice cream chain, whose parent company is Dunkin’ Brands, added only four new stores in the U.S. last year. That’s right – four. The craziest part: It was the first time the brand netted any new U.S. stores since 2006.

By contrast, Baskin-Robbins’ sister company added 371 new stores in the U.S. alone over the course of last year. Unsurprisingly, the donut chain’s national revenue drove 74 percent of its parent company’s ; Baskin-Robbins drove just six percent.

With Dunkin’ Donuts continuing to dominate, it’s almost a miracle that Baskin-Robbins keeps limping onward. In franchising, growth is key to survival; when the growth’s not there, the franchise is often sold off.  Darden Restaurants, for instance, said it would be spinning off its struggling Red Lobster unit to focus on faster growing chains. And Dunkin’ Brands itself isn’t a stranger to cutting off the weakest link, either, having sold the underperforming sandwich chain Togo’s Eateries in .

At one point, Dunkin’ seemed ready to let Baskin-Robbins slide. CEO Nigel Travis the ice cream chain received less support than it should have prior to Dunkin’ Brand’s new management in 2010.

However, today, the company is in it for the long haul. “We feel good about Baskin-Robbins’ performance in the U.S., where we have experienced three straight years of comparable store sales growth, and believe the brand is well-positioned for slow growth in the coming years,” says Bill Mitchell, president of Baskin-Robbins U.S. and Canada.

Baskin-Robbins isn’t trying to speed up much, but the ice cream chain is exploring growth in some unexpected areas. Here are three ways Baskin-Robbins is aiming to stay relevant today.

International presence

Baskin-Robbins’s hidden power is in its international growth. Even if the chain has stopped substantial expansion in the U.S. – Dunkin’ Brands expects five to 10 new stores in 2014 – the international community has not stopped buying Baskin-Robbins’s ice cream. Baskin-Robbins doesn’t break out international development, however, Michell says the company plans to open 300 to 400 new Dunkin’ Donuts and Baskin-Robbins outside the U.S. in 2014.

Even without the breakdown, it’s clear that Baskin-Robbins internationally is growing in a very different way than in the U.S. “Something that surprises many people is that Baskin-Robbins actually has more locations internationally than we have in the U.S.” says Mitchell. Nationally, Baskin-Robbins has 2,467 locations. , the chain has 4,833 shops in 45 countries, with 7 percent net unit growth in 2012. The brand is also celebrated abroad – Baskin-Robbins recently became the official ice cream of the Liverpool Football Club.

Further, these international locations are key to changing the way that Baskin-Robbins shops operate stateside. Key learnings from overseas are allowing Baskin-Robbins to revamp store design, operations and products. “The international Happy 1.0 restaurant design, which has been successfully introduced in markets such as Canada, Japan, Mexico, Singapore and South Korea, among other international markets, became the template for Baskin-Robbins’ new U.S. restaurant design, which began rolling out domestically last year,” says Mitchell. New flavors and ice-cream cake designs have also been rolled out internationally before being tested in the U.S.


In the most typical of Baskin-Robbins’ solutions, Dunkin’ Brands is attempting to rebrand in the U.S. using international learnings. Dunkin’ Brands maintains separate advertising funds for Baskin-Robbins and Dunkin’ Donuts, with Baskin-Robbins’ annual ad budget reportedly totally $25 million compared to Dunkin’ Donuts’ $350 million. This, coupled with the frozen yogurt craze of recent years that has hampered ice cream franchises , has made it difficult for Baskin-Robbins to reestablish itself in any drastic manner. However, evidence of its attempts are there.

The biggest change was adopting a modernized store design pioneered abroad last year. Also notable is the constant rollout of new flavors. The chain that once advertised its variety with “31 flavors,” has now introduced more than 1,000 options, with site currently listing 53 picks.

Grocery stores

Baskin-Robbins announced earlier in February that it would begin selling ice cream and other frozen treats in supermarkets and grocery stores. This is the first time Baskin-Robbins packaged ice cream will be sold in grocery stores across the U.S. (though the company launched a line of Sherbet Flavored Freezer Bars in 2013). The products are in the process of rolling out at grocers including Ralphs, Food 4 Less, Jewel, Shaw’s and A&P.

“One of our goals with the launch of Baskin-Robbins packaged ice cream and ice cream bars at grocery stores across the U.S. is to raise further national awareness of the Baskin-Robbins brand, which in turn benefits our franchised Baskin-Robbins shops,” says Baskin-Robbins spokesperson Justin Drake. “In addition, a portion of sales of our packaged ice cream and ice cream bars will be contributed to Baskin-Robbins’ national advertising fund, which will directly impact marketing initiatives to further benefit the Baskin-Robbins brand.”

Will grocery stores provide the national boost that Baskin-Robbins needs? Only time will tell. However, with slow changes, Baskin-Robbins seems willing to play the long game as Dunkin’ Donuts continues to support Dunkin’ Brands with its more explosive growth.

Calculate the price
Make an order in advance and get the best price
Pages (550 words)
*Price with a welcome 15% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
How it works
Receive a 100% original paper that will pass Turnitin from a top essay writing service
step 1
Upload your instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
Pro service tips
How to get the most out of your experience with MyHomeworkGeeks
One writer throughout the entire course
If you like the writer, you can hire them again. Just copy & paste their ID on the order form ("Preferred Writer's ID" field). This way, your vocabulary will be uniform, and the writer will be aware of your needs.
The same paper from different writers
You can order essay or any other work from two different writers to choose the best one or give another version to a friend. This can be done through the add-on "Same paper from another writer."
Copy of sources used by the writer
Our college essay writers work with ScienceDirect and other databases. They can send you articles or materials used in PDF or through screenshots. Just tick the "Copy of sources" field on the order form.
See why 20k+ students have chosen us as their sole writing assistance provider
Check out the latest reviews and opinions submitted by real customers worldwide and make an informed decision.
Business and administrative studies
Thank you for your hard work and help
Customer 452773, February 21st, 2023
English 101
great summery in terms of the time given. it lacks a bit of clarity but otherwise perfect.
Customer 452747, June 9th, 2021
Criminal Justice
This has been the greatest help while I am recovering from an illness. Thank your team so much.
Customer 452671, May 2nd, 2021
Social Work and Human Services
Although it took 2 revisions I am satisfied but I did receive it late because of that.
Customer 452603, March 25th, 2021
Business and administrative studies
Excellent job
Customer 452773, March 17th, 2023
Don't really see any of sources I provided, but elsewise its great, thank you!
Customer 452697, May 8th, 2021
Thank you!
Customer 452545, February 6th, 2021
Business and administrative studies
excellent paper
Customer 452773, March 3rd, 2023
Great job
Customer 452773, February 13th, 2023
Business and administrative studies
Thank you
Customer 452773, March 19th, 2023
Business and administrative studies
Customer 452773, February 23rd, 2023
Business and administrative studies
Customer 452773, February 23rd, 2023
Customer reviews in total
Current satisfaction rate
3 pages
Average paper length
Customers referred by a friend
15% OFF your first order
Use a coupon FIRST15 and enjoy expert help with any task at the most affordable price.
Claim my 15% OFF Order in Chat

Sometimes it is hard to do all the work on your own

Let us help you get a good grade on your paper. Get professional help and free up your time for more important courses. Let us handle your;

  • Dissertations and Thesis
  • Essays
  • All Assignments

  • Research papers
  • Terms Papers
  • Online Classes


eskişehir escort
- Korsan taksi Antalya


eskişehir escort
- Korsan taksi Antalya