Baskin-Robbins has just rebranded. The international franchise has created a new global logo and has begun to sell their very own branded merchandise online. They are also serving up the new tagline, “Seize the Yay,” around the world. The changes are now visible online, with the changes rolling out in stores over the next year and a half.
“When we really think about the journey … it started four years ago,” Jason Maceda, President of Baskin-Robbins, told CNN. That included “really listening” to customers, who said they loved the brand and felt nostalgia toward it because of trips to the shops with their parents and grandparents.
Baskin-Robbins have said that their new logo pays homage to their early days and their original 1947 logo, which "featured circus-inspired typography in pink and brown." While they're still using the familiar pink of logos past, they "have updated the palette with a classic-meets-modern twist with a new blue tone and rich, indulgent browns."
The company are also launching their first ever merchandise which is available online now. It includes a range of funky and stylish clothing, and even includes a bicycle and a skateboard. The company have also launched three new flavours in the US. But no word if they’re hitting Europe in time for summer.
Baskin-Robbins was founded in 1945 by brothers-in-law Burt Baskin and Irv Robbins in Glendale, California. The pair previously ran their own respective ice-cream parlours, having six stores between them before they merged the two concepts together to form Baskin-Robbins. They pioneered the concept of franchising in the ice-cream industry as they recognised the need for managers with ownership interest to maintain high standards.
They purchased their first dairy in Burbank, CA in 1949, allowing them to have complete control over the production of their ice-cream and experimentation with ingredients and flavours. In 1953, they renamed all their stores to the one and only, Baskin-Robbins.
Today, Baskin-Robbins is now the world’s largest chain of speciality ice-cream shops operating close to 8,000 stores across 54 countries.
- 7,700+ units across 54 countries.
- 150+ in the UK.
SUPPORT FOR THE FRANCHISE
Baskin-Robbins provides a wealth of training including a comprehensive 3-week training program covering branding, business management, and much more. Their training includes technical training conducted in a training store, instructor-led classroom training, and online management training. You’ll also have access to mentoring and an experienced field team to support you as you build your new business.
BASIC NETWORK REQUIREMENTS
- Multi-unit Quick Service Restaurant (QSR), retail, and/or foodservice experience
- Expertise in negotiating and sourcing real estate in a given market with our support
- A long-term, strategic vision for developing the Baskin-Robbins brand
- At least £500,000 in minimum liquid assets to open multiple Baskin-Robbins units
- A location in high- to mid-market residential populations
- High Street locations within leisure and touristic environments
- Ample parking and regular passing footfall
- Minimm required investment: £100,000
- Liquid assets of: £100,000
- Net worth: £200,000
- Franchise fee: £15,000
- Contract period: 10 years
- Advertising fee: 2%
- No Royalty fees
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