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Baskin-Robbins’ U.S. locations getting a makeover

Author: Marianne Wilson

Source: CSA The Business of Retail

The world’s largest chain of specialty ice cream shops has a new look.

Baskin-Robbins has unveiled its second “moments” concept store, in El Paso, Texas. The design, which made its debut last year in Fresno, Calif., is rolling out to Baskin-Robbins nationwide. The new store concept is designed to deliver on Baskin-Robbins’ commitment to bringing guests great flavors and “memorable moments.”

As seen in El Paso, the interior design features contemporary décor, bright colors and a colorful wall mural that celebrates the key attributes of the local community. The interactive mural also includes images that are designed for customers to engage with and share photos of via social media.

The seating has been updated to give patrons more options, including an upholstered banquette and oversized swivel chairs for maximum comfort. A new digital menu board displays products with high quality photos and video imagery.

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,” said Carol Austin, VP of marketing, Baskin-Robbins, which is part of Dunkin’ Brands Group. “That’s why we are so excited about the new ‘Moments’ store design, which encourages guests to come in, slow down and enjoy the best ice cream on Earth.”

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