Baskinrobbins8/30/2023 ![]() Grandinetti refers to that one as a “deconstructed candy bar.” Part of the refresh includes three new limited-time flavors: One is Non-Dairy Mint Chocochunk, another is Totally Unwrapped, made with peanut butter and chocolate ice creams, caramel swirls, fudge-covered pretzels, and fudge and caramel covered peanuts. Today, Baskin-Robbins has hundreds of flavors in its portfolio. ![]() Both the new and old logos have “31” hidden between the B and the R when the letters are placed together. That was also the year that Baskin-Robbins introduced the idea of 31 flavors, one for every day of the month. That campaign used the pink and brown that Baskin-Robbins is reviving today. “The original advertising campaign in 1953 was built around circus iconography,” said Grandinetti. But they didn’t brand it as “Baskin-Robbins Ice Cream” until 1953. The new branding draws on the company’s history, noted Jerid Grandinetti, VP of marketing and culinary at Baskin-Robbins.īrothers-in-law Irvine “Irv” Robbins and Burton “Burt” Baskin founded the ice cream company in 1945. Some examples of Baskin-Robbins' merchandise. To help keep that momentum going, Baskin-Robbins hopes to make a splash with its new look, flavors and merchandise. Overall, ice cream sales at US scoop shops grew 4.4% from 2019 to 2021, according to Euromonitor International. But Maceda said sales grew 3.5% in 2020, and 10.9% last year. Baskin-Robbins was taken private in 2020 and doesn’t publicly disclose sales figures. Still, the pandemic was good for ice cream sales. The rollout of the “Moments’ stores slowed during the pandemic, Maceda noted, adding that he’s “excited to get that going again.” That’s still just a small portion of the over 7,700 Baskin-Robbins stores open globally. So far, there are about 70 of these stores altogether, Maceda said. These so-called “Moments” stores feature a more modern design, digital menu boards, more ice cream display cases and more toppings and offerings. In late 2018, for example, Baskin-Robbins introduced a new layout and design for some stores. The company’s leadership has been addressing the feedback in a few ways. It’s important for brands like Baskin-Robbins to gain traction with younger consumers - not just people who remember it from their youth - so they have new customers coming in. But they also heard that there were “some opportunities in being more relevant,” Maceda said. Baskin-Robbinsīaskin-Robbins’ leadership team heard that some customers felt very attached to the brand, which they associated with childhood trips with parents or grandparents. Old (L) and new versions of the Baskin-Robbins logo. ![]()
0 Comments
Leave a Reply.AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |