Baskin-Robbins serves up second ‘Moments’ store in El Paso
Baskin-Robbins has unveiled its second “Moments” concept store in El Paso, Texas. Intended to make it easy to connect with people over ice cream, the design is rolling out to the chain’s ice cream shops across the U.S. after debuting in Fresno, Calif., in 2018. This Texas debut was made possible by two dedicated local franchisees: mother-daughter team Grace Hauser and Vanessa Hauser Herrera, who have 10 locations in the El Paso area.
“Baskin-Robbins has played a major role in our family’s history, so we were thrilled when presented with the opportunity to do the same for this iconic brand,” says Vanessa Hauser Herrera, co-franchisee of the new “Moments” location. “We cannot wait for the El Paso community to join us for this new Baskin-Robbins experience!”
The interior features contemporary décor with bright colors to spark joy and optimism. Indoor seating gives guests more options and features upholstered banquette and oversized swivel chair for maximum comfort. Outdoor seating is also available to enjoy sunny and warm weather in El Paso. The store also features a drive-thru.
An expanded row of modern, sleek glass cases prominently display premium ice cream flavors, ice cream cakes, and the new ice cream novelties collection. A digital menuboard displays products with high-quality photos and video imagery.
A new product platform created for select “Moments” stores includes premium novelties: hand-dipped and snackable frozen treats, including chocolate-dipped bananas, Polar Pizza slices, Ice Cream Bars and Smoothie Bars as well as indulgent, hand-dipped fancy waffle cones. An expanded toppings station also gives guests more variety and options for customization when choosing a sweet treat.
A colorful wall mural features unique and interactive artwork to celebrate the key attributes of the local community and help create a strong connection between Baskin-Robbins and local guests. The mural also includes images intended for guests to engage with and share photos of on social media. The El Paso mural highlights local landmarks and features such as the Star on the Mountain, the Transnational Streetcar, and the historic Mission Socorro as well as a friendly miner mascot.
“Many people today live busy, always-on lives, which means that a chance to unplug and spend a few minutes reconnecting with your friend, partner or child is all the more meaningful,” says Carol Austin, VP of marketing. “The new ‘Moments’ store design encourages guests to come in, slow down, and enjoy.”