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Baskin-Robbins

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Baskin-Robbins Inc.
Company typeSubsidiary of Dunkin' Brands
Founded1945
HeadquartersCanton, Massachussetts, United States
ParentDunkin' Brands
Websitewww.baskin-robbins.com

Baskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irvine Robbins in 1953, from the merging of their respective ice cream parlors, in Glendale, California. It claims to be the world's largest ice cream franchise,[1] 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 Nepal, Canada, Japan, Mexico, the Dominican Republic, Colombia, Bahrain, the United Kingdom, Russia, Egypt, Saudi Arabia, United Arab Emirates, Australia, the Philippines, Thailand, Indonesia, Malaysia, China, Bangladesh, South Korea, India, Sri Lanka, Ecuador, Pakistan, Panama, and the Republic of China (Taiwan).[2] The company is headquartered in Canton, Massachusetts.[3]

The Baskin-Robbins ice cream parlors started as separate ventures from Burt Baskin and Irv Robbins, owning Burt's Ice Cream Shop and Snowbird Ice Cream respectively. Snowbird Ice Cream featured 21 flavors, a novel concept for the time. When the separate companies merged in 1953, this concept grew to 31 flavors.[4]

Baskin-Robbins is known for its "31 flavors" slogan (which is featured in logo, in pink). The idea for having so many came from the Carson-Roberts advertising agency (which later became Ogilvy & Mather) in 1953, along with the slogan "Count the Flavors. Where flavor counts." It also was more than the 28 flavors then famously offered at Howard Johnson's restaurants. In addition, the number 31 was chosen so a customer could have a different flavor every day of any month. Burt and Irv also believed that people should be able to sample flavors until they found one they wanted to buy ― hence the iconic small pink spoon.

Corporate history

Baskin-Robbins restaurant on Melrose Avenue in Los Angeles, California

By 1948, Burt and Irv opened six stores, the first franchise covering the sale of ice cream was executed May 20, 1948, for the store at 1130 South Adams in Glendale (Store #1). Burt and Irv were brothers-in-law. In 1949, the company’s production facility opened in Burbank. They made the decision to sell the stores to the managers, thus becoming one of the first franchised food service businesses[citation needed]. In 1953, Baskin-Robbins hired Carson-Roberts Advertising who recommended adoption of the 31 as well as the pink (cherry) and brown (chocolate) polka dots and typeface that were reminiscent of the circus. The first store that adopted the new 31 look was 804 North Glendale Ave. in Glendale, California in March 1953. Between 1949 and 1962, the corporate firm was Huntington Ice Cream Company. The name succeeded The Baskin-Robbins Partnership and was eventually changed back to Baskin-Robbins, Inc. on November 26, 1962. Baskin-Robbins also was the first to introduce ice cream cakes to the public

Baskin Robbins often still incorporates 31 in its promotions despite now offering more flavors. For example, in Malaysia this includes giving 31% off their hand-packed ice cream on the 31st of a month, which invariably causes queues at their outlets.

Baskin-Robbins was owned by the founders until purchased in 1967 (just prior to Burt Baskin's death) by the United Brands Company (United Fruit). In 1972, the company went public for the only time in its history when United Brands sold 17% in an IPO. A year later, the British food company J. Lyons and Co. purchased Baskin-Robbins from United Brands and all public stock. J. Lyons then merged with Allied Breweries, becoming Allied-Lyons in 1978. Allied-Lyons then merged with Pedro Domecq S.A. in 1994, becoming Allied Domecq. Baskin-Robbins, Togo's, and Dunkin' Donuts now comprise Dunkin' Brands, Inc. Dunkin' Brands was part of Allied Domecq until its purchase in 2006 by a group of private equity firms - Bain Capital, Thomas Lee, and The Carlyle Group.[5]

In 1999, Baskin-Robbins terminated approximately 200 domestic franchisee agreements in Southern markets it deemed "nonstrategic."[6] These shop owners were notified of the agreement cancellation via a conference call.[6] Over 40 former franchisees united to form a new company, KaleidoScoops, which operates as a cooperative, and is based in Aurora, Illinois.[6] Other former Baskin-Robbins franchisees converted their stores to franchises of McConnell's (of Santa Barbara, California), and The Ice Cream Club.[6]

Baskin-Robbins has maintained solid, controlled growth through development of stores that combine Dunkin' Donuts and Togo's. Recently the company announced plans to aggressively grow their standalone locations, actively seeking franchises[citation needed].

Irv Robbins died at Eisenhower Medical Center in Rancho Mirage, California on May 5, 2008, at age 90.[7]

Original 31 flavors

Baskin-Robbins' flavors in 1945 were:[8]

Slogans

  • 31 Flavors of Fun (1945-March 3, 1985, with the exception of 1954-1955, 1964–1965, 1969–1970, and 1974–1976)
  • 31 Flavors for 10 Years (1954–1955)
  • 20 Years of Ice Cream (1964–1965)
  • 25 Years of Fun (1969–1970)
  • 30 Years of Fun (1974–1975)
  • 31 Flavors, 31 Years (1975–1976)
  • 31 Flavors of Happiness Only at Baskin Robbins (March 4, 1985-September 13, 1985)
  • 31 Flavors in One Place (September 14, 1985-July 31, 1986)
  • Trust 31 (August 1, 1986-September 30, 1987)
  • Celebrate 31 (October 1, 1987-September 8, 1988)
  • Count on 31 Flavors of Fun (September 9, 1988-March 31, 1991)
  • Count on 31 Flavors of Ice Cream Every Day (April 1, 1991-September 9, 1991)
  • Count on Us, We're Baskin Robbins (September 10, 1991-August 4, 1992)
  • Your #1 Ice Cream Place (August 5, 1992-September 13, 1993)
  • 31 Flavors At Their Best (September 14, 1993-September 7, 1994)
  • We're 31, We're Baskin Robbins (September 8, 1994-September 5, 1995)
  • We're Baskin Robbins (September 6, 1995-September 9, 2000)
  • YAY! (September 10, 2000–Fall 2010)
  • More Flavors, More Fun (July 2010 – present)

Global locations

See also

References

  1. ^ Baskin-Robbins About Us
  2. ^ "[1]." Baskin-Robbins. Retrieved on March 8, 2012.
  3. ^ "Contact Us." Baskin-Robbins. Retrieved on January 25, 2010.
  4. ^ http://www.baskinrobbins.com/About/OurHistory.aspx
  5. ^ This page, http://www.dunkinbrands.com/aboutus/history.html , at the Dunkin' Brands site (last updated in 2004), confirms the Baskin-Robbins founding date, the J. Lyons purchase (and date), the Allied Breweries merger (and date), and the Pedro Domecq merger (and date). Quotes: "1946: Baskin-Robbins is founded by Burt Baskins and Irv Robbins."; "1973: London-based J. Lyons & Co., Ltd., purchased Baskin-Robbins."; "1978: J. Lyons is purchased by Allied Breweries, creating Allied Lyons."; "1994: Allied Lyons partners with Pedro Domecq, the leading spirits marketer in Spain and Mexico, to form Allied Domecq."
  6. ^ a b c d Spector, Amy. "Ex-Baskin-Robbins franchisees sue chain, open scoop shops." Nation's Restaurant News, 2001-06-18, p. 4.
  7. ^ Co-founder of Baskin-Robbins ice cream stores dies at 90, Yahoo News, 2008-05-05
  8. ^ "Baskin-Robbins' 31 original flavors". Los Angeles Times. Los Angeles Times. 05-07-2008. Retrieved 05-07-2008. {{cite news}}: Check date values in: |accessdate= and |date= (help)
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