Baskin-Robbins Presents Franchise Incentives for Flavorful Fun
Serving over 300 million customers each year worldwide, Baskin-Robbins doesn’t just sell ice cream; it sells fun. Baskin-Robbins the world’s largest chain of ice cream specialty shops, Baskin-Robbins introduced incredible development incentives earlier this year for new franchisees and military veterans.
Baskin-Robbins was founded in 1945 in Glendale, CA by two ice cream enthusiasts who shared a passion to create an ice cream shop that would be a neighborhood gathering place for families. Today, it is a globally franchised organization and one of the leading brands for hard serve ice cream in the Quick Service Restaurant (QSR) industry. Known for its famous “31,” which is still a part of the brand’s modernized logo, Baskin-Robbins began with 31 flavors, one for each day of the month. Today the brand’s slogan “More Flavors. More Fun.®” encompasses how the company has grown its flavor library to more than 1,000 different flavors including favorites such as Jamoca® Almond Fudge, Pralines ‘n Cream and Very Berry Strawberry. Baskin-Robbins’ first-class culinary team continues to develop even more delicious and fun flavors. This year, more than a dozen new flavors will be introduced and served up on the brand’s iconic pink spoons to taste buds around the world.
At Baskin-Robbins, people of all ages can indulge in their favorite flavors served any way they want, making every ice cream experience an enjoyable one. As the largest national ice cream chain offering both hard and soft serve ice cream, as well as creative cones, tasty toppings, customized cakes, specialty desserts, a variety of beverages and take home treats, it’s no wonder Baskin-Robbins has become “America’s Favorite Neighborhood Ice Cream Shop.”
Baskin-Robbins has more than 7,000 operating units in nearly 50 countries; the U.S. is home to more than 2,400 of its restaurants. Keeping with original hometown philosophies and innovative thinking, executives at Baskin-Robbins continue to focus on franchisee profitability as a main driver of new products and platforms. The company reported total global franchisee sales for year-end 2012 as $1.9 billion. Today, the company is in the midst of a strategic national expansion and is seeking exceptional franchisee candidates to grow the brand and share the irresistible treats to communities nationwide.
The company’s current main focus has been on areas in California, Florida and Texas. Offering both single and multi-unit store development commitments, as well as opportunities to purchase existing stores for sale throughout the U.S., franchisees are able to choose from a variety of real estate concepts including end caps, in-line sites, kiosks, gas and convenience stores, and non-traditional retail environments. Non-traditional locations range from airports and hospitals to military bases and stadiums.
Through combining strong unit economics and operational simplicity, Baskin-Robbins’ business model allows franchisees to enjoy convenient hours of operation, require minimal equipment, produce little waste, and benefit from a majority of inventory with a shelf life of up to one year with proper storage. Franchisees benefit from award-winning training programs and comprehensive operating systems designed to help build business. Geared to simplify operations, Baskin-Robbins’ franchise support team includes development and construction experts, operational support professionals, training managers and field marketing managers.
Additionally, franchisees also benefit from the company’s 95 percent brand awareness and multi-million dollar national advertising program that includes integrated online and social media techniques and public relations support. With branding everywhere, even in markets without stores, the company continues to explore opportunities to increase brand awareness. A prime example of this is the Baskin-Robbins’ sherbet-flavored freezer bars, which are now available in grocery and convenience outlets throughout the country. A percentage of the profits from this product are given back to the franchisees througha national fund for initiatives and efforts throughout the year. Also, to drive guests back into shops, the product’s packaging includes a cutout coupon for use at participating Baskin-Robbins locations.
To become a Baskin-Robbins franchisee, the company requires liquid assets totaling at least $125,000 per restaurant and a minimum net worth of $250,000 per restaurant. Candidates must also have a passion for their local communities, a dedication to operational excellence and a love for ice cream.
Now offering incentives for new franchisees, Baskin-Robbins has also introduced special incentives to help make business ownership a reality for U.S. military servicemen and women. 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 (a $25,000 value), offer a zero percent royalty rate for the first two years, and reduced royalty rate years three through five.
“We believe in our veterans, and we know they make great franchisees for Baskin- Robbins,” Bill Mitchell, President of Baskin-Robbins, U.S. and Canada, and a former U.S. Army Captain says. “We are honored to be able to offer our military heroes these incentives, enabling them to own their own business and utilize their leadership experience and training to run a successful ice cream shop.”
Baskin-Robbins’ fresh new store design puts the ice cream front and center, combining fun, modern visual elements with the brand’s rich history of product innovation. Over the course of the next two and a half years, over 300 new and remodeled franchise locations are expected to debut the new U.S. store design, which feature LCD screen menu boards, bright and bold heritage walls, eye-catching “super graphic” artwork, pink spoon accents such as door handles, and an updated brand logo.
“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,” Grant Benson, CFE, Vice President of Franchising and Business Development, Dunkin’ Brands says. “Together with both new and existing franchisees, we will continue to bring to life our slogan, ‘More Flavors. More Fun.’”
Selling more than 13 million ice cream cakes in shops worldwide in 2012, Baskin- Robbins was named the top ice cream and frozen dessert franchise in the U.S. by Entrepreneur Magazine’s 33rd annual Franchise 500® ranking. “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,” Mitchell says. “With our updated shop design recently introduced and strong development incentives, we believe there’s never been a better time to become a Baskin-Robbins franchisee.”
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