Baskin-Robbins, the world’s largest chain of ice cream specialty shops, announced the introduction of unprecedented development incentives in 2013 for new franchisees and military veterans. These limited time only incentives, some of the steepest the brand has ever offered, are part of Baskin-Robbins’ growth plans to attract new franchisees and develop with current franchisees through remodels, relocation, and expansion.


"Baskin-Robbins has been building a very solid foundation over the last several years with new product innovation and a strategic vision for the future," says Bill Mitchell, president of Baskin-Robbins, U.S. and Canada. "With our updated shop design recently introduced and these new in-depth development incentives, we believe there’s never been a better time to become a Baskin-Robbins franchisee.”


In 2013, new franchisees interested in owning their own ice cream shop can take advantage of compelling offers, including a 10-year initial franchise fee payment plan whereby the $25,000 fee can be amortized over 10 years. Additionally, qualified candidates who timely develop shops will be able to enjoy reduced royalty rates of .9 percent to 2.9 percent over the first five years, which is a significant reduction from the standard royalty rate of 5.9 percent.


Baskin-Robbins has also introduced special incentives to help make business ownership a reality for U.S. military servicemen and women. For honorably discharged military veterans who sign an agreement in 2013 and timely develop shops, Baskin-Robbins will waive the 20-year initial franchisee fee and offer a zero percent royalty rate for the first two years and reduced royalty rate years three through five.


"We believe in our veterans, and we know they make great franchisees for Baskin-Robbins," says Mitchell, a former U.S. Army Captain. "We are honored to be able to offer our military heroes these incentives, enabling them to own their own business and utilize their leadership experience and training to run a successful ice cream shop."


New 2013 incentives for expansion, remodels, and relocation also are available for a limited time only to existing Baskin-Robbins franchisees who are certified to grow and meet expansion qualification criteria. Over the course of the next two and a half years, over 300 new and remodeled franchise locations are expected to debut the new U.S. store design, which celebrates the brand's heritage and incorporates modern visual elements.


The new design is built around five core elements, including a newly designed menu board system with an LCD screen; eye-catching ice cream “supergraphic” artwork; a wall that highlights the brand’s legacy of flavors; an updated brand logo; and whimsical pink spoon accents, including spoon-shaped door handles.


"Baskin-Robbins is focused on growing the brand, and this fresh, modern look is the perfect complement to the business opportunity available to prospective franchisees," says Grant Benson, CFE, vice president of franchising and market planning, Dunkin’ Brands. "Together with both new and existing franchisees, we will continue to bring to life our brand’s slogan, ‘More Flavors. More Fun’.”


With a business system that combines delicious treats with a simple operating model, Baskin-Robbins continues to attract entrepreneurs in target markets such as California, Florida, and Texas to enable the brand’s expansion.


In 1945, Baskin-Robbins was founded by two ice cream enthusiasts who shared a dream to create an innovative ice cream shop that would be a neighborhood gathering place for families. Today, over 300 million people visit Baskin-Robbins each year to sample from the more than 1,000 flavor creations available in its ice cream library. Baskin-Robbins offers guests its wide range of hard scoop ice cream flavors, along with custom ice cream cakes, delicious frozen beverages, premium soft serve, and take home frozen treats.

Denise Lee Yohn: QSR's Marketing Guru, Desserts, Growth, News, Pizza, Baskin-Robbins