Restaurant
chains witnessing customer migration are taking steps to extend brand
relevance, edifying restaurant unit sales with a stronger brand presence while
simultaneously expanding into non-traditional points of distribution. Baskin-Robbins is just the latest company
properly tracking its core consumer and announcing that it is rolling out a new
line of “shelf stable sherbet flavored freezer bars” they will initially be
sold at retailers the ilk of CVS/pharmacy, Dollar General, Rite Aid, and
Walgreens.
Baskin-Robbins
parent company Dunkin’ Donuts has long sold packages of its coffee in
supermarkets that consumers can buy and then use to brew coffee at home.
However to enjoy a frozen treat from Baskin-Robbins treat has generally meant a
trip to a Baskin-Robbins store. Not any more soon Sherbet Flavored Freezer Bars
will be available at many retailers, and that means that Baskin-Robbins
products will be exposed to a wider audience.
A box of
the new product (pictured above) contains 12 Sherbet Flavored Freezer Bars, and
the box has a suggested retail price of $2.99 to $3.49, Baskin-Robbins said. John
Fassak, vice president of business development for Dunkin’ Brands, stated “We
look forward to introducing the Baskin-Robbins brand to even more people across
the US and giving our existing guests yet another way to enjoy our wide array
of ice cream flavors and frozen treats,”.
Baskin-Robbins
understands that increasing brand value means increasing opportunity to buy,
focusing on share of stomach, the value of the brand in an Omni-channel retail
world.
While some
franchisee may be concerned about the value of the brand being diminished they
should not be concerned for long. Each
CPG item sold edifies the brand and extends the brands value. This is a good
retail strategy. This Omni-channel strategy will build additional awareness and
traction that will ultimately benefit franchisees.
Foodservice Solutions® specializes in
outsourced business development. We can help you identify, quantify and qualify
additional food retail segment opportunities or a brand leveraging integration
strategy. Foodservice Solutions of Tacoma WA is the global
leader in the Grocerant niche visit Facebook.com/Steven Johnson,
Linkedin.com/in/grocerant or twitter.com/grocerant
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