Baskin-Robbins unveils concept ‘Moments’ store
THE NEW BASKIN-ROBBINS “MOMENTS” PROTOTYPE in Fresno, Calif., offers a first look at the brand’s U.S. store of the future.
Baskin-Robbins worked closely with WD Partners to create the new and modernized atmosphere that is designed to make it easy to connect with people over ice cream. “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,” according to Baskin-Robbins.
The new store concept debuted in November and will initiate a national rollout beginning in 2019. The interior design features inviting and contemporary decor with bright colors that spark joy and optimism.
A colorful wall mural features unique and interactive artwork to celebrate the key attributes of each local community and help create a strong connection between Baskin-Robbins and local guests. Images encourage guests to share photos on social media. The Fresno mural includes local landmarks, forest campsites, and local parks.
Other key elements include:
- Expanded row of modern and sleek glass cases prominently display premium ice cream flavors, ice cream cakes, and a new “novelties” collection.
- Garage door and window open to the outside and feature a counter.
- Digital menu boards with high quality photos and video imagery.
- Flexible indoor seating options such as upholstered banquette and swivel chairs, as well as high tables with bar stools.
“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,” says Jason Maceda, SVP, 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,” Maceda adds.
As part of its “Moments” store design, Baskin-Robbins will be introducing a new product platform called ice cream novelties that features premium, hand-dipped, and snackable frozen treats to give guests more variety when choosing a sweet treat. An expanded toppings station also gives guests more variety and options for customization when choosing a sweet treat.
The new novelties collection will be available at select Baskin-Robbins locations in the upcoming months.