| Type | Subsidiary of Dunkin' Brands |
|---|---|
| Founded | 1945 |
| Headquarters | Canton, Massachussetts, United States |
| Parent | Dunkin' Brands |
| Website | www.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). The company is headquartered in Canton, Massachusetts.[2]
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.[3]
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.
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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. 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.[4]
In 1999, Baskin-Robbins terminated approximately 200 domestic franchisee agreements in Southern markets it deemed "nonstrategic."[5] These shop owners were notified of the agreement cancellation via a conference call.[5] Over 40 former franchisees united to form a new company, KaleidoScoops, which operates as a cooperative, and is based in Aurora, Illinois.[5] Other former Baskin-Robbins franchisees converted their stores to franchises of McConnell's (of Santa Barbara, California), and The Ice Cream Club.[5]
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.
Irv Robbins died at Eisenhower Medical Center in Rancho Mirage, California on May 5, 2008, at age 90.[6]
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