Baskin-Robbins offering much more than just ice cream

by | Dec 13, 2012 | Clients in the Media, News

Jim Johnstone

Jim Johnstone

Baskin-Robbins, client of Coconut Creatives, is so much more than just the world’s largest chain of ice cream specialty stores. Their mission is to build neighbourhood stores that not only sell ice cream but also create a fun and tasty environment for their customers.

Baskin-Robbins was founded in 1945 by Burton “Burt” Baskin and Irvine “Irv” Robbins. Today, over 60 years later, Baskin-Robbins sells in excess of 300 million scoops of ice cream each week across 6,700 stores in 50 countries. Since their foundation they have introduced over 1,000 unique, fun and much-loved ice cream recipes, frozen drinks and ice-cream cakes.

We have recently spoken to Jim Johnstone, the UK General Manager at Baskin-Robbins, about what makes Baskin-Robbins such a success.

“The founders, Burt Robbins and Irv Baskin, realised that their strengths were in developing a great brand through focusing on product innovation, marketing strategy, operational excellence and a robust business model. They decided to franchise the stores to enable rapid growth of the brand.”

“The products we continue to develop today are unique and versatile. Ice cream cakes made in-store for any occasion, milkshakes blended in front of you from any of our 31 ice cream flavours on sale at any one time. We bring in a new flavour every month, true innovation! Finally, we have a great team here in the UK who are dedicated to helping franchisees grow their sales and profitability,” continues Jim.

Baskin-Robbins is operating in a market worth $1.8 billion. So we asked Jim what sets Baskin-Robbins apart from other ice cream brands and quick service restaurants.

“It’s a huge market with lots of competition. Other large brands have decided to focus on the take-home ice cream market while we are focusing on the whole experience in-store. As Burt Robbins said, We don’t sell ice cream, we sell fun,” explains Jim.

Baskin-Robbins already has 100 stores in the UK and is now offering opportunities to investors with a minimum of £300k liquid capital to develop a multi-store portfolio. A typical area containing 5 stores has the potential to turnover £1 million in the first full year of trading with EBITDA of 10-15%.†

With a Baskin-Robbins multi-store franchise you will receive full support and training as well as excellent return on investment!

†  full details are available during the discovery meeting


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