This 77-year old ice cream chain is getting a makeover’

Baskin-Robbins is making changes.

Baskin-Robbins, a 77-year-old ice cream shop, is updating its logo, employee uniforms, and packaging to modernize the brand. According to Baskin-Robbins, it’s the first major update of Baskin-Robbins’ brand since 2006. It will also be selling merchandise online, including bucket hats and bikes, for the first time. Baskin-Robbins will also unveil new flavors as part the refresh.

Baskin-Robbins logos have been pink and blue for many years. “BR”The words “Baskin Robbins”were printed in a blocky and childish font.

The new logo features a simpler font that is less playful. The new branding is available in brown and pink as well as brown and blue and pink and white.

Baskin-Robbins has grown up. This makeover was long overdue.

“When we really think about the journey … it started four years ago,”Baskin-Robbins president Jason Maceda. This included “really listening to our guests.”

Baskin-Robbins’ leadership team learned that some customers felt very attached and associated the brand with childhood trips with grandparents or parents. They also heard there were “some opportunities in being more relevant,”Maceda said.

It’s important for brands like Baskin-Robbins to gain traction with younger consumers -— not just people who remember it from their youth -— so they have new customers coming in.

The company’s leadership has reacted to the feedback in several ways. Baskin-Robbins changed the layout and design of some stores in late 2018 to address customer feedback. These “so-called” designs are called Baskin-Robbins. “Moments”Stores feature a modern design, digital menu boards and more ice cream display case cases.

Maceda said that so far, there have been about 70 of these shops. It’s only a fraction of the more than 7,700 Baskin-Robbins locations worldwide.

The rollout “Moments’ stores slowed during the pandemic, Maceda noted, adding that he’s “It’s great to see that it’s possible again.

The pandemic was still a good thing for ice cream sales. Baskin-Robbins was privatized in 2020 and doesn’t disclose sales figures. Maceda stated that sales increased by 3.5% in 2020 and 10.9% in 2017. Euromonitor International reports that ice cream sales at US scoop shops increased by 4.4% between 2019-2021.

Baskin-Robbins is hoping to keep the momentum going with its new look and flavors, as well as its merchandise.

BIKES, BUCKETHATS AND UBE ICE CREAM

Baskin-Robbins’ Jerid Graninetti, VP marketing and culinary, said that the new branding draws from the company’s history.

Irvine Brothers-in law “Irv”Robbins and Burton “Burt”Baskin started the ice cream business in 1945. But they didn’t name it as “Baskin-Robbins Ice Cream”Jusqu’en 1953

“The original advertising campaign in 1953 was built around circus iconography,”Grandinetti. This campaign featured the pink and brown colors that Baskin-Robbins is reviving today.

Baskin-Robbins also introduced the idea 31 flavors in that year, one for each day of the month. Both the old and new logos are available. “31”Hidden between the R and the B when the letters were placed together.

Baskin-Robbins today has hundreds flavors in its portfolio. There is still room for more.

The refresh also includes three limited-time new flavors: One is Non-Dairy Mint Chocochunk and another is Totally Unwrapped. These are made with peanut butter and chocolate icecreams, caramel swirls and fudge-covered peanuts. Grandinetti refers that one to as a “deconstructed candy bar.”

Ube Coconut Swirl 3 is made with coconut, ube (a purple variety of yam that is used in Filipino desserts), ice creams with swirls of ube-flavored ice creams.

Totally Unwrapped will be the April flavor, while the other two flavors will be available through spring and could stay around longer depending on how customers respond.

In addition to new flavors and a brand new look, the company also offers swag such as sweatshirts, bucket caps, sweatshirts, and bicycles.

Bikes might seem oddly chosen as swag by an ice cream company. The brand’s new tagline is, however, quite fitting. “Seize the Yay,”It’s about sharing small, joyful moments. Nothing says “It’s all about the small, joyful moments.” “yay”You’ll love riding on an ice-cream-themed bike.

“We want to make sure that we celebrate along with our guests,”Grandinetti. “What better way to do that than to provide some fun buzzworthy”Items such as a bicycle and clothing that can be recycled are all possible “part of their everyday lifestyle.”