Baskin-Robbins
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| Company type | Private |
|---|---|
| Founded | 1945 in Glendale, California |
| Headquarters | Glendale, California |
| Parent | Dunkin' Brands |
| Website | www.baskin-robbins.com |
Baskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irv Robbins in 1945 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 Canada, Japan, Mexico, Bahrain, the United Kingdom, the United Arab Emirates, Egypt, Saudi Arabia, Australia, Thailand, Vietnam, Indonesia, Malaysia, Bangladesh, Pakistan, South Korea, India, and Taiwan.
Baskin-Robbins is known for its "31 flavors" slogan. When the first Baskin-Robbins store opened, it offered 21 flavors, an innovative concept at the time. The idea for having 31 flavors came from the Carson-Roberts advertising agency (which later became Ogilvy & Mather) in 1953, along with the slogan "Count the Flavors. Where flavor counts." 31 was also more than the 28 flavors then famously offered at Howard Johnson's restaurants. 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. During a now famous promotion, Amy Boggioni led a group of three who finished 31 scoops of all 31 flavors in under 31 minutes.
Corporate history
By 1948, Burt & 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 own 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 of 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. The Baskin-Robbins company was also the first to introduce ice cream cakes to the public.
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 (1973), the British food company J. Lyons and Co. purchased Baskin-Robbins from United Brands and all the 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 and became 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.[2]
In 1999, Baskin-Robbins terminated approximately 200 domestic franchisee agreements in Southern markets they deemed "nonstrategic."[3]The terminated shop owners were all notified of the agreement cancellation via a conference call.[3] Over forty of the former franchisees united to form a new company, KaleidoScoops, which operates as a cooperative and is based in Aurora, Illinois.[3] Other former Baskin-Robbins franchisees converted their stores to franchises of McConnell's of Santa Barbara and The Ice Cream Club.[3]
Baskin-Robbins has maintained solid, controlled growth over the last several years through development of stores that combine Dunkin' Donuts and Togo's. Recently the company announced plans to aggressively grow their standalone locations again and is currently actively seeking franchises[citation needed].
Irv Robbins died at Eisenhower Medical Center in Rancho Mirage, California on May 5, 2008, at age 90.[4]
Criticism
Baskin-Robbins has been criticized for selling shakes with an extremely high caloric amount. For instance the Baskin-Robbins Large (32oz) Heath Bar Shake has:
- 2,310 Calories
- 108 g Fat (64 g Saturated)
- 266 g Sugar
Original 31 Flavors
The original flavors when Baskin-Robbins first opened in 1945 were:[5]
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Contemporary Flavors
America's birthday cake Smore Flavored Ice Cream
Global Locations
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See also
References
- ^ Baskin-Robbins About Us
- ^ 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."
- ^ a b c d Spector, Amy. "Ex-Baskin-Robbins franchisees sue chain, open scoop shops." Nation's Restaurant News, 2001-06-18, p. 4.
- ^ Co-founder of Baskin-Robbins ice cream stores dies at 90, Yahoo News, 2008-5-5
- ^ "Baskin-Robbins' 31 original flavors". Los Angeles Times. Los Angeles Times. 05-07-2008. Retrieved 05-07-2008.
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