Ice cream retailer Baskin-Robbins announced that it will open 100 locations in the northeast US in combination with Dunkin’ Donuts stores by the end of the summer.
Both the Baskin-Robbins and Dunkin' Donuts brands are part of Allied Domecq Quick Service Restaurants, owned by Allied Domecq PLC.
The 100-unit investment is estimated at $15 to $17 million.
Both the Baskin-Robbins and Dunkin' Donuts brands are part of Allied Domecq Quick Service Restaurants, owned by Allied Domecq PLC.
The 100-unit investment is estimated at $15 to $17 million.
- KC's View:
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Marketing to different dayparts from the same locations seems sensible from both a merchandising and economic point of view.
Interestingly, we noticed the other day that Baskin-Robbins has begun selling Dunkin’ Donut-branded coffee ice cream. This also struck us as a smart idea, but the guy behind the counter told us that it’ll soon only be sold in quarts and not for cups and cones in-store. Why? Because the coffee flavor is too intense for most consumers, he said.
We thought intense flavor was supposed to be a good thing.
