News

Baskin-Robbins to expand presence in Mexico

March 21, 2012

Baskin-Robbins has announced that the company has signed a new master licensing agreement with BRICE to greatly expand the brand's presence in Mexico. The firm's partners each have nearly 20 years of quick-service restaurant experience in Mexico and plan to develop 25 new locations in the country this year, with at least 50 more stores to follow over the next several years.

They also will serve as the master licensee for several existing Baskin-Robbins sub-licensees in Mexico. The first two restaurants under the agreement will be open this week in Cancun and Mexico City.

This past January, Baskin-Robbins celebrated its most recent international expansion into Vietnam with the opening of its first three shops in Ho Chi Minh City. As the chain opens the first of its additional 25 new restaurants in Mexico, it has more than 6,700 locations in nearly 50 countries around the world.

"Baskin-Robbins takes pride in delighting guests the world over with its rich library of ice cream flavors and wide array of frozen treats," said Giorgio Minardi, president of Dunkin' Brands International. "We are thrilled to be working with BRICE, a company with a proven track record in the QSR industry, on our expansion in Mexico. We look forward to supporting them as they grow the Baskin-Robbins brand throughout the country."

The new shops in Cancun and Mexico City will feature Baskin-Robbins' new international store design, which includes a warm and inviting atmosphere, iconic "pink spoon" door handles and textured walls reminiscent of Baskin-Robbins waffle cones, an expanded topping station, LED menu boards and improved dessert displays for modeling ice cream cakes and sundaes.

To commemorate the opening of Baskin-Robbins' new locations in Mexico, Dunkin' Brands CEO Nigel Travis, and chief global marketing and innovation officer John Costello, have traveled to Mexico to take part in the festivities.

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