To modernise the brand, the 77-year-old ice cream store is changing its logo, employee uniforms, and packaging.
According to the firm, this is the first big upgrade for Baskin-Robbins since 2006. For the first time, it will offer products through a dedicated internet store, including motorcycles and bucket hats. As part of the makeover, Baskin-Robbins will introduce new flavours.
The Baskin-Robbins emblem has been pink and blue for many years. In a blocky, childlike typeface, the letters “BR” and the words “Baskin Robbins” were printed.
The fun typeface has been replaced with a cleaner version in the new logo. Brown and pink, brown and blue, and pink and white are all options for the new identity.
To put it another way, the new Baskin-Robbins has matured. It’s been a long time since the renovation.
“When you think about it, the trip began four years ago,” said Jason Maceda, president of Baskin-Robbins. That included “really listening to our guests.”
Some customers were particularly devoted to the brand, which they linked with childhood excursions with their parents or grandparents, according to Baskin-Robbins’ executive team. They did, however, hear that there were “some potential to be more relevant,” according to Maceda.
Brands like Baskin-Robbins must develop momentum with younger consumers — not only those who remember it from their childhood — in order to attract new customers.
The company’s leadership has responded to the feedback in a number of ways. Baskin-Robbins, for example, adopted a new layout and design for some of its outlets in late 2018. These “Moments” outlets have a more modern appearance, digital menu boards, larger ice cream display cases, and a wider range of toppings and options.
According to Maceda, there are around 70 of these establishments in total. That’s still only a fraction of the more than 7,700 Baskin-Robbins locations throughout the world.
During the epidemic, the launch of the “Moments’ shops stalled, but Maceda is “eager to get things going again.”
Despite this, the epidemic boosted ice cream sales. Baskin-Robbins was taken private in 2020 and does not release sales numbers to the public. Sales, on the other hand, climbed 3.5 percent in 2020 and 10.9 percent last year, according to Maceda.
According to Euromonitor International, ice cream sales at US scoop shops increased by 4.4 percent from 2019 to 2021.
Baskin-Robbins intends to create an impression with its new style, flavours, and items to help keep the momentum rolling.
According to Jerid Grandinetti, VP of marketing and cuisine at Baskin-Robbins, the new logo is based on the company’s heritage.
Irvine “Irv” Robbins and Burton “Burt” Baskin, brothers-in-law, launched the ice cream company in 1945. But it wasn’t until 1953 that it was dubbed “Baskin-Robbins Ice Cream.”
Grandinetti explained, “The first advertising campaign in 1953 was developed on circus symbolism.” The pink and brown colours Baskin-Robbins is recreating today were utilised in the promotion.
In the same year, Baskin-Robbins debuted the concept of 31 flavours, one for each day of the month. When the letters are put together, the “31” is buried between the B and the R in both the new and previous logos.
Baskin-Robbins now offers hundreds of different flavours. However, there is still room for more.
Three new limited-time flavours are included in the refresh: Non-Dairy Mint Chocochunk is one, and Totally Unwrapped is another, both prepared with peanut butter and chocolate ice creams, caramel swirls, fudge-covered pretzels, and fudge and caramel-covered peanuts. That one is described as a “deconstructed candy bar” by Grandinetti.
Ube Coconut Swirl, the third flavour, is prepared of coconut and ube (a purple yam frequently used in Filipino delicacies) ice creams swirled with ube flavour.
The April flavour of the month is Totally Unwrapped, while the other two will be available throughout the spring and may be extended based on consumer response.
The firm is also releasing gear, such as branded scrunchies, hoodies, bucket hats, and even bicycles, in addition to new flavours and a new appearance.
Bikes may appear to be an unusual choice of swag for an ice cream shop. However, the brand’s new motto, “Seize the Yay,” is all about savouring tiny joys. And nothing shouts “joy” like a bike decorated with ice cream.
“We want to make sure we’re celebrating with our visitors,” Grandinetti explained. “What better way to achieve that than to supply some exciting buzzworthy” products, such as a bicycle, and apparel that may be “part of their regular lifestyle!!”