RISE - Menu Monitor

Baskin-Robbins
Headquarters
130 Royall St., Canton, Massachusetts 02021 USA
Tel: (781)737-3000 Fax: (781)737-4000
www.baskinrobbins.com
Ownership: Private
Segment: Limited Service Frozen Dessert
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 590,000 554,000 535,000
Company-owned ($000) - - -
Franchised ($000) 590,000 554,000 535,000
U.S. Number of Units 2,827 2,780 2,629
Company-owned - - -
Franchised 2,827 2,780 2,629
International Sales ($000) 677,000 594,000 501,000
International Units 3,016 2,856 2,572
Average Sales/Unit ($000) 210 205 215
Concept Positioning |
Baskin-Robbins is a limited-service provider of frozen desserts ranging from signature ice cream flavors to beverages
including its popular Cappuccino Blast and BR Smoothies. Baskin Robbins boasts the slogan “Irresistible Treats, Smiles and
Fun!" and incorporates an energetic feel to the interior space. The stores offer a full line of frozen treats from its signature ice
cream flavors, including non-fat, low-fat and no-sugar-added, to frozen yogurt ice cream and cake creations and a line of
blended beverages. The customer base spans all demographic groups. Dunkin’ Brands owns Baskin-Robbins and franchises
the chain nationwide.
Units are freestanding stores that generally occupy 900–1,500 sq. ft. and are located within blocks of retail shops or in
shopping centers. Units feature seating at booths and/or individual tables and are refurbished as needed on an ongoing basis.
Stores strive to add a fun atmosphere with décor in bright pinks and blues and busy product photographs. Some units also
have drive-through window service. In addition, Baskin-Robbins has a presence in nontraditional outlets including convenience
stores, airports and universities. Many units are co-branded with Dunkin’ Brands primary growth chain, Dunkin’ Donuts.
In 1945, Irvin Robbins opened his first ice cream store in Glendale, CA. It was originally called the Snowbird, but when
Robbins joined forces with his brother-in-law, Burton Baskin, who had his own ice cream stores, Baskin-Robbins was born. In
1959, the company started franchising outside California and in 1974, the first international location opened in Brussels,
Belgium. Allied Domecq acquired the chain in 1973. Today, Baskin-Robbins is the largest ice cream franchise operation in the
world. Dean Foods Company manufactures and distributes Baskin-Robbins ice cream. In two territorial franchise areas, ice
cream is produced and distributed by Alpenrose Dairy or Klink Brothers.
In 2004, Allied Domecq Quick Service Restaurants changed its name to Dunkin' Brands in an effort to reflect its flagship brand.
In 2005, Allied Domecq was acquired by Pernod Ricard and Fortune Brands. In late 2005, Pernod Ricard sold Dunkin' Brands
to a group of private-equity firms for $2.43 billion. The buyers included Bain Capital Partners, the Carlyle Group and Thomas
H. Lee Partners. Future expansion will continue to focus on the development of co-branded units with Dunkin’ Donuts.
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