My fond memories of childhood included Baskin Robins and their ice cream cakes. Every birthday, I would order an ice cream cake designed in a creative theme. Although I was known as the “kickball king,” I had to choose ice cream cakes shaped as soccer one year and football another. I even got to pick three flavors to be included in each cake. Looking back, Baskin Robins was ahead of its time in terms of giving customers a chance to customize their product. (link:Baskin Robins cake customization)Now, customers can choose through their website the design,size,flavor, and print in their cake. Baskin Robins has also continued to expand to international markets including Egypt and India. Claiming to be one of the world’s largest ice cream franchises, the ice cream juggernaut now has more than 5800 locations worldwide including over 30 countries.
Company Info.
Burt Baskin and Irv Robbins in 1945 in Glendale, California. It claims to be the world’s largest ice cream franchise, with more than 5,800 locations, 2,800 of which are located in the United States. Baskin-Robbins sells ice cream in over 30 countries, including Japan, Canada, Mexico, Bahrain, the United Kingdom, the United Arab Emirates, Egypt, Saudi Arabia, Australia, Thailand, Vietnam, Indonesia, Malaysia, Iran, Bangladesh, Pakistan, Korea, India, and Taiwan. Baskin-Robbins is a subsidiary of Allied Domecq, parent company of Dunkin’ Donuts and Togo’s. Franchisees may operate combination stores, co-branding Baskin-Robbins with either Dunkin’ Donuts or Togo’s.
Promo.
On Wednesday May 21, 2008, Baskin Robins is having Bump Day. All pregnant moms will receive free ice cream. (Bump Day details)
Franchise.
According to Franchisegator.com,
“all prospective franchisees must meet Baskin-Robbins minimum financial requirements, like a net worth of $300,000 and liquid assets of $100,000.” View the link to request more info and for details. The pro’s I see with owning a franchise is the clean up. No grease in this operation, just ice cream. At the retail level, the con is that ice cream consumption is related to weather. A sunny day increases business. Location become the key. Locating near a high school or college campus would be a great location but keep in mind that decreased business during summer holidays.
Consultant hat.
Retail stores such as Baskin Robins are constantly finding ways to promote themselves. Being pregnant in the United States, somehow results in ladies craving pickles and ice cream. BR’s strategy is to get expecting mothers into the stores and some day down the line, their kids will be eating at Baskin Robins themselves. An increase in selection of ice cream in our frozen freezer isles at our super market has also given consumers more choice leading to more competition. Social network has played a big roll in marketing. A Facebook application has been created in the Bump Day promotion so that friends can share with others about the promotion.
