Baskin-Robbins


Baskin-Robbins is making some changes.

The 77-year old ice cream shop is tweaking its logo, employee uniforms and packaging to update the brand. It’s the first major update for Baskin-Robbins since 2006, according to the company. It will also sell merchandise, including bikes and bucket hats, from a dedicated online store for the first time. And Baskin-Robbins will unveil new flavors as part of the refresh.

For years, the Baskin-Robbins logo has been pink and blue. “BR” and the words “Baskin Robbins” were printed in a blocky, childish font.

In the new logo that playful font is gone, replaced by a crisper version. The new branding comes in brown and pink, brown and blue, and pink and white.

In other words, the new Baskin-Robbins is all grown up. The makeover has been a long time coming.

People are also reading…

  • Plans in the works for former Cheddar’s site
  • Decatur man poses for Christmas photo, then returns and kills photographer, court hears
  • Decatur’s Solsa American Burrito Co. closes
  • New restaurant to open at former Mount Zion Solsa location
  • Decatur drug dealer, whose customer died, gets 5 1/2-year prison sentence
  • Tate & Lyle’s Decatur operations become Primient
  • Watch now: State Police release footage of officer-involved shooting north of Pana
  • Decatur woman accused of trying to stage $ 400,000 kidnap tells judge she has no money
  • Decatur man arrested after fatal shooting, police say
  • Decatur Walmart customer jailed after punching employee, fighting security guard
  • Man steals from Decatur church after giving his mom a ride there, police say
  • Man dies in motorcycle crash
  • Watch now: Man accused of trying to kill Decatur cop fails to get evidence thrown out
  • On Biz: Banditz Chicken Ribs and More, Suite 704, Kathy Locke Child’s Play Photography
  • Man dropped keys, credit cards while fleeing scene of Chicago man’s killing, court records state







Baskin-Robbins logos

Old (left) and new versions of the Baskin-Robbins logo.


Baskin-Robbins


“When we really think about the journey … it started four years ago,” said Jason Maceda, Baskin-Robbins president. That included “really listening to our guests.”

Baskin-Robbins’ leadership team heard that some customers felt very attached to the brand, which they associated with childhood trips with parents or grandparents. But they also heard that there were “some opportunities in being more relevant,” Maceda said.

It’s important for brands like Baskin-Robbins to gain traction with younger consumers – not just people who remember it from their youth – so they have new customers coming in.

The company’s leadership has been addressing the feedback in a few ways. In late 2018, for example, Baskin-Robbins introduced a new layout and design for some stores. These so-called “Moments” stores feature a more modern design, digital menu boards, more ice cream display cases and more toppings and offerings.

So far, there are about 70 of these stores altogether, Maceda said. That’s still just a small portion of the over 7,700 Baskin-Robbins stores open globally.

The rollout of the “Moments” stores slowed during the pandemic, Maceda noted, adding that he’s “excited to get that going again.”

Still, the pandemic was good for ice cream sales. Baskin-Robbins was taken private in 2020 and doesn’t publicly disclose sales figures. But Maceda said sales grew 3.5% in 2020, and 10.9% last year. Overall, ice cream sales at US scoop shops grew 4.4% from 2019 to 2021, according to Euromonitor International.

To help keep that momentum going, Baskin-Robbins hopes to make a splash with its new look, flavors and merchandise.

The Kitchn: Make your own brown sugar glaze for your Easter ham

This glaze isn’t sugary-sweet and will transform your Easter ham from basic to the most-talked-about dish at your celebration.

The Kitchn: These easy sliders prove lamb isn't just for the holidays

These sliders also include quick-pickled red onions, crumbled feta, and a harissa mayo. They’re proof you don’t have to wait for an extra-special occasion.

Recipe of the Day: Ham and Bean Soup

For some families, ham and bean soup is as much of an April tradition as a major Easter feast.

Seriously Simple: Ruby red rhubarb is the star in this French-style clafouti for Easter dessert

This dessert is so pretty to look at, try bringing it to the table, setting on a trivet and spooning it out to serve in front of your dinner companions.

Seriously Simple: Savory matzo brei is a Passover favorite

Sweet or savory, matzo brei is a tradition to look forward to each year.

Recipe: Apples, nuts, wine make a classic Passover charoset

Passover begins this year on the evening of April 15. Here’s a classic recipe for one of the holiday’s most symbolic – and delicious – foods.

The Kitchn: Follow this recipe to make the ultimate Passover dessert

Yes, the cake is large, as it calls for an entire box of matzos, but it lasts for three days once sliced, and leftovers are superb.

.

By admin

Leave a Reply

Your email address will not be published.