The ice cream company is hosting its fourth annual 31 Cent Scoop Night celebration on April 28, 2010 from 5 p.m. to 10 p.m. at stores nationwide.
Last year during 31 Cent Scoop Night, Baskin-Robbins scooped more than 4 million scoops of ice cream.
During this year's event, the iconic ice cream brand is again thanking its loyal customers by reducing prices of its 2.5 oz. ice cream scoops to 31 cents. In addition, Baskin-Robbins will again partner with the National Fallen Firefighters Foundation (NFFF) and the Baskin-Robbins Community Foundation will donate $100,000 to the organization in an effort to extend support to our heroes in the firefighting community.
The NFFF, founded in 1992, honors America's fallen fire heroes and their families by developing and expanding programs to recognize fallen heroes and assist their families and co-workers. The Baskin-Robbins Community Foundation is making a $100,000 donation to support the NFFF's programs.
In addition, participating neighborhood Baskin-Robbins stores will support their local fire heroes by hosting hometown fire departments during 31 Cent Scoop Night to collect donations for their firehouses.
"We are thrilled to bring back 31 Cent Scoop Night for a fourth year," says Srinivas Kumar, chief brand officer for Baskin-Robbins Worldwide.
"This is a special night when we reward our loyal customers with a great value and, even more importantly, we show our support of the fire fighting heroes who keep our communities safe every day. We are proud to partner with the National Fallen Firefighters Foundation again this year."