Industry News | April 16, 2008

Baskin-Robbins' 31 Cent Scoop Night Returns

31 Cent Scoop Night is back at Baskin-Robbins. The company will host its second annual 31 Cent Scoop Night celebration on April 30, 2008 from 5 p.m. – 10 p.m. at all 2,700 stores nationwide. During the event, the ice cream brand is thanking its loyal customers by reducing the prices of its 2.5 oz. ice cream scoops to 31 cents. Additionally, Baskin-Robbins will again partner with the National Fallen Firefighters Foundation (NFFF), in an effort to extend support to the firefighting community, by donating $100,000 to the organization. Together, Baskin-Robbins and the NFFF will honor 31 firefighters from across the country who have demonstrated exemplary commitment to community service through the newly created America’s 31 Firefighting Heroes program.

Select neighborhood Baskin-Robbins stores will support their fire heroes by hosting local fire departments to collect donations and scoop ice cream for fun.

“Baskin-Robbins is proud to host 31 Cent Scoop Night for the second year and is honored to continue its partnership with the National Fallen Firefighters Foundation,” says Scott Colwell, Baskin-Robbins vice president of marketing. “We are excited to host a fun event thanking our customers and supporting America’s heroes. Our brand is dedicated to the communities in which we do business, and we hope this special evening can in some small way express our appreciation.”

A Sweet Celebration

Ice cream lovers are encouraged to add some sweetness to the spring season by visiting any of Baskin-Robbins 2,700 stores nationwide between 5 p.m. – 10 p.m. on April 30. During the event, customers can choose any flavor of ice cream and pay only 31 cents.* 31 Cent Scoop Night is the perfect time to try new flavors like YORK Peppermint Pattie, or signature favorites like Jamoca Almond Fudge, Pralines ‘n Cream or Gold Medal Ribbon. During 31 Cent Scoop Night last year Baskin-Robbins scooped more than four million scoops of ice cream!

Ice cream enthusiasts can share the excitement of treating their group to a scoop by bringing co-workers, teammates, family, and friends to the special event. The starting line-up for a little league team can celebrate for less than $3 while learning important fire safety information from local firefighters.

America’s 31 Firefighting Heroes

To underscore a commitment to firefighting heroes, Baskin-Robbins is honoring 31 fire heroes across the country who have demonstrated an outstanding commitment to community service. Baskin-Robbins partnered with the NFFF to create the America’s 31 Firefighting Heroes program as a tribute to admirable heroes in the community. Baskin-Robbins is dedicated to serving those who serve others, especially in times of crisis.

“We are happy to partner with Baskin-Robbins and honor 31 firefighters who have made a difference in their communities,” says Ronald Siarnicki, National Fallen Firefighters Foundation’s executive director. “Last year our team had such a great time with 31 Cent Scoop Night and we are excited to expand the program to honor America’s 31 Firefighting Heroes.”

The program identified local firefighting heroes across the country who have demonstrated outstanding acts of valor and service. Chosen from nominations submitted by chief fire officers, the winners of this honor will enjoy free Baskin-Robbins ice cream for a year and will be recognized on the Baskin-Robbins Web site www.baskinrobbins.com. The 31 honorees will also roll up their sleeves on April 30 to scoop ice cream and support their firehouses and other local heroes during the event.