Industry News | March 23, 2012

Baskin-Robbins to Develop 25 Stores in Mexico in 2012

Baskin-Robbins, the world’s largest chain of ice cream specialty shops, today announced that the company has signed a new master licensing agreement with BRICE to greatly expand the brand’s presence in Mexico. The firm’s partners each have nearly 20 years of quick-service restaurant experience in Mexico and plan to develop 25 new locations in the country this year, with at least 50 more stores to follow over the next several years.

They will also serve as the master licensee for several existing Baskin-Robbins sub-licensees in Mexico. The first two restaurants under the agreement will be open this week in Cancun and Mexico City.

This past January, Baskin-Robbins celebrated its most recent international expansion into Vietnam with the opening of its first three shops in Ho Chi Minh City. As the chain opens the first of its additional 25 new restaurants in Mexico, it has more than 6,700 locations in nearly 50 countries around the world.

“Baskin-Robbins takes pride in delighting guests the world over with its rich library of ice cream flavors and wide array of frozen treats,” says Giorgio Minardi, president of Dunkin’ Brands International. “We are thrilled to be working with BRICE, a company with a proven track record in the QSR industry, on our expansion in Mexico. We look forward to supporting them as they grow the Baskin-Robbins brand throughout the country.”

The new shops in Cancun and Mexico City will feature Baskin-Robbins’ new international store design, which includes a warm and inviting atmosphere, iconic pink spoon door handles, textured walls reminiscent of Baskin-Robbins waffle cones, an expanded topping station, LED menu boards, and improved dessert displays for modeling ice cream cakes and sundaes.

The shops offer classic Baskin-Robbins ice cream flavors including Mint Chocolate Chip, Pralines ‘n Cream, and Jamoca Almond Fudge. The restaurants will also carry Baskin-Robbins’ wide array of frozen treats, including ice cream sundaes, ice cream cakes, and frozen beverages.

"Baskin-Robbins is one of the world’s most respected ice cream brands," says Eduardo Diaz, chairman, BRICE. "We are proud to represent Baskin-Robbins in Mexico as we look to expand its presence throughout the country. We look forward to becoming a top destination in Mexico for friends and family to enjoy world class frozen treats."

To commemorate the opening of Baskin-Robbins’ new locations in Mexico, Nigel Travis, chief executive officer of Dunkin’ Brands, and John Costello, chief global marketing and innovation officer of Dunkin’ Brands, have traveled to Mexico to take part in the grand opening festivities.

"The wide range of delicious and innovative flavors offered by Baskin-Robbins are a great fit for Mexico's growing ice cream market," says Jorge Navarro, CEO, BRICE. "We look forward to sharing Baskin-Robbins' premium ice cream, ice cream cakes, and frozen beverages, along with the brand's fun and great value, with our guests. We are excited to grow the Baskin-Robbins brand while creating new jobs in the country."