CANTON, Mass. -- Baskin-Robbins, the world's largest chain of specialty ice cream shops, recently unveiled its "Moments" concept store design which will give guests an entirely new and engaging experience when they visit Baskin-Robbins. The new store concept debuted today in Fresno, California and will initiate a national rollout beginning in 2019.
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The new store concept is designed to deliver on Baskin-Robbins' commitment to bringing guests great flavors and memorable moments. The new store in Fresno will offer the first look at the brand's U.S. store of the future, with a new and modernized atmosphere that is designed to make it easy to connect with people over ice cream and create simple moments with family and friends that matter.
As part of its "Moments" store design, Baskin-Robbins will be introducing a new product platform called "ice cream novelties" featuring premium, hand-dipped and snackable frozen treats to give guests more variety when choosing a sweet treat. The new novelties collection will be available at select Baskin-Robbins locations in the upcoming months.
Key features of Baskin-Robbins' "Moments" next generation store design include:
"The unveiling of our next generation store is a key milestone in Baskin-Robbins' nearly 75-year history and we're so excited to give our guests a new and modernized experience when they visit Baskin-Robbins," said Jason Maceda, Senior Vice President, Baskin-Robbins U.S. & Canada. "Our new 'Moments' design represents our brand purpose – to spark joy and optimism and help guests create joyful moments with family and friends while enjoying great-tasting ice cream and amazing flavor variety. It's the cornerstone of who we are as a brand and gives guests an entirely new way to experience Baskin-Robbins."
Baskin-Robbins worked closely with WD Partners, an Ohio-based customer experience and branding agency, to bring the new "Moments" store design to life. From the initial concept to development, WD played an integral role in ensuring that the next generation store design would deliver on Baskin-Robbins' vision to give guests an entirely new and innovative experience.
"Many people today live busy, always-on lives which means that a chance to unplug, spend a few minutes with your friend, partner or child, reconnecting over a scoop or two of your favorite ice cream flavor really matters to people," said Carol Austin, Vice President of Marketing. "That's why we are so excited about the new 'Moments' store design - it's intended to be an inviting place for guests to come enjoy the best ice cream on Earth and create that pure and simple moment."
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