IntroductionAccording to Dunkin’ Brands (2019), Baskin Robbins is the world’s largest American chain of ice cream and cake speciality shop founded by two ice cream enthusiasts named Burt Baskin and Irv Robbins in 1945. Burt Baskin and Irv Robbins merged their ice cream parlours and formed the Baskin Robbins that we know today. According to Baskin Robbins (2019), Baskin Robbins is the only ice cream chain that has their own special “31 flavours” concept, it basically represents the 31 flavours that are sold in every store around the world. With their two-coloured trademark, pink and blue, Baskin Robbins also included their 31 flavours concept in their logo. The colour pink is not only a part of the letters BR, but also thenumber 31 which symbolize their prominent concept. Since the founding of Baskin Robbins in California 1945, the company has grown to more than 7,900 stores in nearly 50 countries around the world. For decades, Baskin Robbins has been creating deliciously good but also bizarre flavours and now Baskin Robbins has already introduced over 1,300 flavours globally. Baskin Robbins is always known for their fun and welcoming environment that filled the store and the friendliness of the staff who allowed customers to sample as many flavours as they want before buying it. The iconic pink spoon was Burt Baskin and Irv Robbins idea to let customers to taste a sample of as many as they want until they found their favourite flavour without paying it. Over the years, Baskin Robbins has been dedicating to make the experiences of eating ice cream a memorable and enjoyable one and they will not relinquish their ice cream empire anytime soon. Background & HistoryAccording to Baskin Robbins (2019), Baskin Robbins is one of the biggest ice cream companies in the world that sells one of the best ice creams and also the first to introduce ice cream cakes to the public. Baskin Robbins was found in 1945 by Burton Baskin and Irvine Robbins. Baskin Robbins started as separate ice cream shop which is Burton and Snowbird opened in 1945 and 1946 respectively. In 1953, the number of flavours expands to 31 when the companies merged. By 1948, they had opened six stores. On November 26 1962, the name Baskin Robbins Partnership was eventually changed back to Baskin-Robbins. The company went international in Korea, Japan, Australia and Saudi Arabia in the 1970s. According to Zach Investment Research (2018), in the second quarter year of 2018 Baskin Robbins revenue drop 1.1% from the prior-year quarter to 14.1 million due to less sales and franchise fees.
ObjectiveMission: According to Khattar (2019), Baskin Robbins’ mission is to make their neighbourhood a delicious and fun place for the customers.Vision: According to Khattar (2019), they are the “best premium ice cream player” which means that they are the best ice cream in the field.
You've reached the end of your free preview.
Want to read all 7 pages?
- Fall '19