Baskin-Robbins
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Baskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irv Robbins in 1945 in Glendale, California. It claims to be the world's largest ice cream franchise, with more than 5,600 locations, 2,800 of which are located in the United States. Baskin-Robbins sells ice cream in over 30 countries, including Canada, the United Kingdom, Australia, Thailand, Malaysia, Iran and India.
Baskin-Robbins is known for its "31 flavors" slogan. When the first Baskin-Robbins store opened, it offered 21 flavors, an innovative concept at the time. The idea for having 31 flavors came from the Carson-Roberts advertising agency (which later became Ogilvy & Mather) in 1953, along with the slogan "Count the Flavors. Where flavor counts." 31 was also more than the 28 flavors then famously offered at Howard Johnson's restaurants. Burt and Irv also believed that people should be able to sample flavors until they found one they wanted to buy ― hence the iconic pink spoon.
Baskin-Robbins' most popular flavor was actually created as a gag for a TV show. Comedian Steve Allen introduced the flavor "Steverino" ice cream in a skit on The Steve Allen Show. Always ones to capitalize on an opportunity, Baskin-Robbins began producing Steverino and sold 1,000,000 scoops, an industry record.
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[edit] Corporate History
Baskin-Robbins was owned by the founders until purchased in 1967 (just prior to Burt Baskin's death) by the United Brands Company (United Fruit). In 1972, the company went public for the only time in its history when United Brands sold 17% in an IPO. A year later (1973), the British food company J. Lyons and Co. purchased Baskin-Robbins from United Brands and all the public stock. J. Lyons then merged with Allied Breweries, becoming Allied-Lyons in 1978. Allied-Lyons then merged with Pedro Domecq S.A. in 1994 and became Allied Domecq. Baskin-Robbins, Togo's, and Dunkin' Donuts now comprise Dunkin' Brands, Inc.. Dunkin' Brands was part of Allied Domecq until its purchase in 2006 by a group of private equity firms - Bain Capital, Thomas Lee and The Carlyle Group.[1]
Baskin-Robbins has maintained solid, controlled growth over the last several years through development of stores that combine Dunkin' Donuts and Togo's. However the Baskin-Robbins' brand has lost luster since the 1980s, as competitors like Häagen-Dazs and Ben and Jerry's have taken away market share. Recently the company announced plans to aggressively grow their standalone locations again and is currently actively seeking franchises.
[edit] Facts and Figures
- Sean Combs broke into show business by appearing in a Baskin-Robbins ad in 1972
- Celebrities who started out as Baskin-Robbins scoopers include Rosie O'Donnell, Barack Obama, Bobby Flay and Chandra Wilson
- Derek Jeter's favorite flavor is Gold Medal Ribbon. Marlee Matlin's is Pink Bubblegum. Jamie O'Neal loves Jamoca Almond Fudge. Bill Murray, Britney Spears and Lindsay Lohan all prefer Baskin-Robbins Pralines 'N Cream.
- By 1948 Burt & Irv opened six stores. They made the decision to sell the stores to the managers, thus becoming one of the first franchised food service businesses.
- Between 1949 and 1962, the corporate firm was Huntington Ice Cream Company. The name succeeded The Baskin-Robbins Partnership and was eventually changed back to Baskin-Robbins, Inc. on November 26, 1962.
- The first franchise covering the sale of ice cream was executed May 20, 1948 for the store at 1130 South Adams in Glendale (Store #1).
- In 1949, the company’s own production facility opened in Burbank.
- In 1953, Baskin-Robbins hired Carson-Roberts Advertising (now Ogilvy & Mather) who recommended adoption of the 31 as well as the pink (cherry) and brown (chocolate) polka dots and typeface that were reminiscent of the circus.
- The first store that adopted the new 31 look was 804 North Glendale Ave. in Glendale, California in March of 1953
- In the Justice League Unlimited episode "Grudge Match", The Question sneaks into a Baskin-Robbins and discovers that there are 32 flavors.
- In Shrek 2, it is parodied as Basken-Robbenhood.
- The song "Art is Hard" from the 2003 album The Ugly Organ by indie rockers Cursive references Baskin-Robbins -- "...slur, In 31 flavors."
- Ani DiFranco has a song called "32 Flavors" on her album Not a Pretty Girl.
- Danielle Baskin's favorite ice-cream flavor is SUCCESS.
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[edit] Company
Categories: Articles lacking sources from August 2006 | All articles lacking sources | Dunkin' Brands | Ice cream brands | Ice cream parlors | Food companies of the United States | Fast-food franchises | Fast-food chains of the United States | Companies established in 1945 | Companies based in Los Angeles County
