Baskin-Robbins' new store design showcases brand's heritage

July 17, 2013 | by Alicia Kelso

Baskin-Robbins is introducing a new restaurant design that showcases the brand's legacy. The updated store image will be introduced throughout the next several months and includes digital menu boards, new "super-sized" graphics, a "Heritage" wall and other brand elements such as pink spoon-shaped door handles.

There are also updated menu boards with LCD screens, although the company is not disclosing the provider at this time. Additional upgrades include a crew-served toppings station, booths and banquettes, and an LCD cake display.

"Baskin-Robbins is focused on growing the brand, and this fresh, modern look is the perfect complement to the business opportunity available to prospective franchisees," said Grant Benson, CFE, vice president of franchising and market planning, Dunkin' Brands. "Together with both new and existing franchisees, we will continue to bring to life our brand's slogan, 'More Flavors. More Fun.'"

The company doesn't have pricing details available at this time due to the variability from shop to shop. A company spokesperson said that, based on site location and restaurant need, franchisees can choose several options when selecting their upgrades, and can choose a few key elements from the Flavors 1.0 design, or implement the entire package.

Several Baskin-Robbins franchisees have already remodeled their shops with the new look and have heard positive feedback from guests, according to a company spokesperson.

Franchisee Gary Yarbrough, who has shops in San Diego and Chula Vista, Calif., says the new elements freshen up the restaurant and help him update his consumer appeal. He notes that his guests "definitely appreciate Baskin-Robbins showcasing its heritage packaged in a more modern, fun design."

(Check out some pictures of Yarbrough's Chula Vista shop).

Development incentives 

To encourage adoption of the new store design, Baskin-Robbins is offering development incentives for new franchisees and military veterans.

"Baskin-Robbins has been building a very solid foundation over the last several years with new product innovation and a strategic vision for the future," said Bill Mitchell, president of Baskin-Robbins, U.S. and Canada. "With our updated shop design recently introduced and these new in-depth development incentives, we believe there's never been a better time to become a Baskin-Robbins franchisee."

Throughout the year, new franchisees interested in owning their own ice cream shop can take advantage of the new offers, including a 10-year initial franchise fee payment plan whereby the $25,000 fee can be amortized over 10 years. Additionally, qualified candidates who timely develop shops will be able to enjoy reduced royalty rates of 0.9 to 2.9 percent over the first five years, compared to the standard royalty rate of 5.9 percent.

Additionally, for honorably discharged military veterans who sign an agreement in 2013 and timely develop shops, Baskin-Robbins will waive the 20-year initial franchisee fee and offer a zero percent royalty rate for the first two years and reduced royalty rate years three through five.

Baskin-Robbins' sister chain Dunkin' Donuts is also undergoing a store remodel currently.

Read more about branding initiatives.

Topics: Franchising & Growth , Marketing / Branding / Promotion , Menu Boards , Restaurant Design / Layout

Alicia Kelso / Alicia has been a professional journalist for 15 years. Her work with, and has been featured in publications around the world, including NPR, Good Morning America, Voice of Russia radio, and Franchise Asia magazine.
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