Kuwait Edition 4 Baskin Robbins
Market There are many forms of enjoyment in life: there’s spontaneous pleasure, anticipated pleasure, there is long-term happiness and there are spur-of-the-moment joys. For people everywhere, ice cream has probably generated each of those types of pleasure. Baskin-Robbins has long been dedicated to making the experiences of eating ice cream an enjoyable one. “America’s Favourite Neighborhood Ice Cream Shop” is a philosophy at Baskin-Robbins shared by everyone. Each employee, store owner and corporate team member is proud of their heritage, and they are dedicated to upholding the flavour, the fun and the local neighborhood feel that make the experience unique to Baskin-Robbins. There is nothing quite as thrilling as the face of a child enjoying his favourite ice cream flavour, or the delight of a mother surprised with an ice cream cake on Mother’s Day in a store you call “my Baskin-Robbins”. From the ages of one to ninety-nine, people visit Baskin-Robbins anticipating the pleasure of enjoying their favourite ice creams served any way they want. Because of their dedication to being “America’s Favorite Neighborhood Ice Cream Shop”, Baskin-Robbins stores are visited by over 300 million happy customers year after year. A number that continues to grow as BaskinRobbins spreads throughout the world. Baskin-Robbins® has nearly 7,000 store locations in over 50 countries outside the US. You might be surprised where in the world you’ll find them. They’re one of the world’s most recognisable brands of ice cream treats and the world’s largest ice cream specialty chain! Baskin-Robbins® stores throughout the world dish out global favourites like World Class® Chocolate and Strawberry Cheesecake, but also local favourites, such as Green Tea and Rum Raisin. No matter where you are in the world, you will find unparalleled quality and variety at every shop. The Kuwait market is an excellent opportunity for Baskin-Robbins to start in Kuwait specially in the summer time where the temperature exceeds 45 degrees and people look for anything cold to cool off. The living standards in Kuwait and the Gulf region is pretty high which matches the profile of Baskin-Robbins customers and standards. 8
Achievements Since Americana Group opened their first Baskin-Robbins in Kuwait in 1996, Baskin-Robbins jumped very quickly to 30 stores in a period of just sixteen years. BaskinRobbins have 2,800 stores in the USA and almost 7,000 around the globe.
History Nearly three-quarters of a century ago, two brothers-in-law shared a dream to create an innovative ice cream store that would be a neighbourhood gathering place for families. Burton “Burt” Baskin and Irvine “Irv” Robbins had a mutual love of old-fashioned ice cream and the desire to provide customers a variety of flavours made with ingredients of the highest quality in a fun, inviting atmosphere. As a teen, Irv worked in his father’s ice cream store. During World War II, Burt was a Lieutenant in the US Navy and produced ice cream for his fellow troops. When the war
was over, the two entrepreneurs were eager to capitalise on America’s love of ice cream. They started out in separate ventures at the advice of Irv’s father. In 1945 Irv opened Snowbird Ice Cream in Glendale, California. His store featured twenty one flavours and emphasised high-quality ice cream sold in a fun, personalised atmosphere. A year later Burt opened Burton’s Ice Cream Shop in Pasadena, CA. By 1948 they had six stores between them. This concept eventually grew into Baskin-Robbins. As the number of stores grew, Burt and Irv recognised that to maintain the high standards they set in the beginning, each store would require a manager who had an ownership interest in its overall operation. Even though they didn’t realise it at the time, the two founders had pioneered the concept of franchising in the ice cream industry. In 1949 there were more than 40 stores in Southern California when Burt and Irv purchased their first dairy in Burbank. This business decision allowed them to have complete control over the production of their ice cream, and the development of new ingredients and flavours. It wasn’t until 1953 that the ice cream chain dropped the separate identities of
Snowbird and Burton’s and became BaskinRobbins. A local advertising agency, Carson/ Roberts, advised a uniform identity and image under the name Baskin-Robbins 31 Ice Cream. Their recommendations included the “31®” logo to represent a flavour for every day of the month, Cherry (pink) and Chocolate (brown) polka dots to be reminiscent of clowns, carnivals and fun and, lastly, the use of cartoons to bring their flavours alive with personality to graphically highlight the name and delicious ingredients. With this overarching branding, Baskin-Robbins’ iconic pink spoons were created with the belief that people should be able to try any of their many flavours without cost. In 1954 Baskin-Robbins put their product on the line against their competitors at the Los Angeles County Fair. That year they won their first Gold Medal and set the pattern for county and state fair participation, earning Gold Medals for Baskin-Robbins Ice Cream every year since that first contest. “Not everyone likes all our flavours, but each flavour is someone’s favourite.” — Irv Robbins Baskin-Robbins continued to expand, and by the mid 1960s, the company had become an ice cream empire with more than 400 stores throughout the United States. In the 1970s the chain went international, opening stores in Japan, Saudi Arabia, Korea and Australia. The franchise model created by Burt and Irv decades ago is still used by Baskin-Robbins today. They are 100% franchised, with each owner holding a stake in the business’ success, while product development and merchandising are handled at Baskin-Robbins headquarters. This hands-on, small business approach allows franchisees the ability to create a strong presence in local communities all over the world. Through this franchise business model, they continue to provide innovative, high-quality ice cream treats to more than 150 million customers worldwide and, as a result, BaskinRobbins has grown to become the world’s largest chain of ice cream specialty stores, with more than 2,800 locations throughout the United States and 7,000 around the globe.
Product When you think of ice cream, Baskin-Robbins® is the brand that immediately comes to mind. As of today, there are 500 BR stores in the region making them the largest Quick Service Restaurant brand in the region. With their high-quality
ice cream, specialty-frozen desserts, beverages and an incredible recipe library of 1,200 flavours, it is little wonder that they are absolutely the most preferred ice cream destination in the region. Baskin-Robbins are known for their 31 flavour concept - that is a different flavour for each day of the month. What began as an immense hit, years ago, continues to strike a fun-filled rapport with the thousands of ice cream lovers in the Gulf region. They take pride in satisfying their loyal patrons. Just as Irv Robbins rightly said, “We sell fun, not just ice cream”.
stakeholders. Corporate Social Responsibility is also a way to formalise their tradition of doing what’s right for their consumers, franchisees, employees and the communities they serve. Vision: Serving Responsibly To be recognised as a company that responsibly serves their guests, franchisees, employees, communities, business partners and the interests of our planet. Baskin-Robbins’ Priorities People - From their employees and franchisees to the farmers who grow their coffee, they believe in treating everyone with respect and fairness so they are empowered to reach their goals. Guests - Baskin-Robbins are passionate about offering their guests delicious products they will enjoy, giving them plenty of menu options and providing accurate nutrition information so they can make the best choices for themselves. Neighbourhoods - Baskin-Robbins are dedicated to serving the basic needs of their local communities – from providing food for the hungry and support for children’s health and wellness, to ensuring their neighbourhoods are safe and secure. Planet - Baskin-Robbins recognise that everything they do has an impact on the environment. From the materials they use, to the way they construct and operate their stores, they are committed to adopting better more sustainable approaches whenever possible.
www.baskinrobbinsmea.com
Promotion For those who find a single scoop cone skimpy, the promotion allows purchase of up to three scoops per person for minimum charge extra. Baskin-Robbins’ promotions are usually contributing to good cause events. One of the most famous promotions was celebrating the 31 flavours by offering 31% discount on your purchase.
Recent Developments They were named the top ice cream and frozen dessert franchise in the United States by Entrepreneur magazine’s 30th annual franchise 500 ranking. The founders of Baskin-Robbins created more than 1,000 flavours and a wide variety of treats. BaskinRobbins keeps signing agreements with franchisees to open more shops and develop their business.
Brand Values Corporate Social Responsibility provides Baskin-Robbins with a central frame of reference for organisational decisions, strategic goal setting and behaviours that respect all of their
Things you didn’t know about
Baskin-Robbins®
Baskin-Robbins® has nearly 7,000 store locations in over 50 countries outside the US. Baskin-Robbins sell high-quality ice cream, specialtyfrozen desserts, beverages and an incredible recipe library of 1,200 flavours. Baskin-Robbins are known for their 31 flavour concept - that is a different flavour for each day of the month. Baskin-Robbins were named the top ice cream and frozen dessert franchise in the United States by Entrepreneur magazine’s 30th annual franchise 500 ranking.
Achievements Since Americana Group opened their first Baskin-Robbins in Kuwait in 1996, Baskin-Robbins jumped very quickly to 30 stores in a period of just sixteen years. BaskinRobbins have 2,800 stores in the USA and almost 7,000 around the globe.
History Nearly three-quarters of a century ago, two brothers-in-law shared a dream to create an innovative ice cream store that would be a neighbourhood gathering place for families. Burton “Burt” Baskin and Irvine “Irv” Robbins had a mutual love of old-fashioned ice cream and the desire to provide customers a variety of flavours made with ingredients of the highest quality in a fun, inviting atmosphere. As a teen, Irv worked in his father’s ice cream store. During World War II, Burt was a Lieutenant in the US Navy and produced ice cream for his fellow troops. When the war
was over, the two entrepreneurs were eager to capitalise on America’s love of ice cream. They started out in separate ventures at the advice of Irv’s father. In 1945 Irv opened Snowbird Ice Cream in Glendale, California. His store featured twenty one flavours and emphasised high-quality ice cream sold in a fun, personalised atmosphere. A year later Burt opened Burton’s Ice Cream Shop in Pasadena, CA. By 1948 they had six stores between them. This concept eventually grew into Baskin-Robbins. As the number of stores grew, Burt and Irv recognised that to maintain the high standards they set in the beginning, each store would require a manager who had an ownership interest in its overall operation. Even though they didn’t realise it at the time, the two founders had pioneered the concept of franchising in the ice cream industry. In 1949 there were more than 40 stores in Southern California when Burt and Irv purchased their first dairy in Burbank. This business decision allowed them to have complete control over the production of their ice cream, and the development of new ingredients and flavours. It wasn’t until 1953 that the ice cream chain dropped the separate identities of
Snowbird and Burton’s and became BaskinRobbins. A local advertising agency, Carson/ Roberts, advised a uniform identity and image under the name Baskin-Robbins 31 Ice Cream. Their recommendations included the “31®” logo to represent a flavour for every day of the month, Cherry (pink) and Chocolate (brown) polka dots to be reminiscent of clowns, carnivals and fun and, lastly, the use of cartoons to bring their flavours alive with personality to graphically highlight the name and delicious ingredients. With this overarching branding, Baskin-Robbins’ iconic pink spoons were created with the belief that people should be able to try any of their many flavours without cost. In 1954 Baskin-Robbins put their product on the line against their competitors at the Los Angeles County Fair. That year they won their first Gold Medal and set the pattern for county and state fair participation, earning Gold Medals for Baskin-Robbins Ice Cream every year since that first contest. “Not everyone likes all our flavours, but each flavour is someone’s favourite.” — Irv Robbins Baskin-Robbins continued to expand, and by the mid 1960s, the company had become an ice cream empire with more than 400 stores throughout the United States. In the 1970s the chain went international, opening stores in Japan, Saudi Arabia, Korea and Australia. The franchise model created by Burt and Irv decades ago is still used by Baskin-Robbins today. They are 100% franchised, with each owner holding a stake in the business’ success, while product development and merchandising are handled at Baskin-Robbins headquarters. This hands-on, small business approach allows franchisees the ability to create a strong presence in local communities all over the world. Through this franchise business model, they continue to provide innovative, high-quality ice cream treats to more than 150 million customers worldwide and, as a result, BaskinRobbins has grown to become the world’s largest chain of ice cream specialty stores, with more than 2,800 locations throughout the United States and 7,000 around the globe.
Product When you think of ice cream, Baskin-Robbins® is the brand that immediately comes to mind. As of today, there are 500 BR stores in the region making them the largest Quick Service Restaurant brand in the region. With their high-quality
ice cream, specialty-frozen desserts, beverages and an incredible recipe library of 1,200 flavours, it is little wonder that they are absolutely the most preferred ice cream destination in the region. Baskin-Robbins are known for their 31 flavour concept - that is a different flavour for each day of the month. What began as an immense hit, years ago, continues to strike a fun-filled rapport with the thousands of ice cream lovers in the Gulf region. They take pride in satisfying their loyal patrons. Just as Irv Robbins rightly said, “We sell fun, not just ice cream”.
stakeholders. Corporate Social Responsibility is also a way to formalise their tradition of doing what’s right for their consumers, franchisees, employees and the communities they serve. Vision: Serving Responsibly To be recognised as a company that responsibly serves their guests, franchisees, employees, communities, business partners and the interests of our planet. Baskin-Robbins’ Priorities People - From their employees and franchisees to the farmers who grow their coffee, they believe in treating everyone with respect and fairness so they are empowered to reach their goals. Guests - Baskin-Robbins are passionate about offering their guests delicious products they will enjoy, giving them plenty of menu options and providing accurate nutrition information so they can make the best choices for themselves. Neighbourhoods - Baskin-Robbins are dedicated to serving the basic needs of their local communities – from providing food for the hungry and support for children’s health and wellness, to ensuring their neighbourhoods are safe and secure. Planet - Baskin-Robbins recognise that everything they do has an impact on the environment. From the materials they use, to the way they construct and operate their stores, they are committed to adopting better more sustainable approaches whenever possible.
www.baskinrobbinsmea.com
Promotion For those who find a single scoop cone skimpy, the promotion allows purchase of up to three scoops per person for minimum charge extra. Baskin-Robbins’ promotions are usually contributing to good cause events. One of the most famous promotions was celebrating the 31 flavours by offering 31% discount on your purchase.
Recent Developments They were named the top ice cream and frozen dessert franchise in the United States by Entrepreneur magazine’s 30th annual franchise 500 ranking. The founders of Baskin-Robbins created more than 1,000 flavours and a wide variety of treats. BaskinRobbins keeps signing agreements with franchisees to open more shops and develop their business.
Brand Values Corporate Social Responsibility provides Baskin-Robbins with a central frame of reference for organisational decisions, strategic goal setting and behaviours that respect all of their
Things you didn’t know about
Baskin-Robbins®
Baskin-Robbins® has nearly 7,000 store locations in over 50 countries outside the US. Baskin-Robbins sell high-quality ice cream, specialtyfrozen desserts, beverages and an incredible recipe library of 1,200 flavours. Baskin-Robbins are known for their 31 flavour concept - that is a different flavour for each day of the month. Baskin-Robbins were named the top ice cream and frozen dessert franchise in the United States by Entrepreneur magazine’s 30th annual franchise 500 ranking.
