Friday, May 24, 2013

Baskin-Robbins Expands Brands Consumer Relevance

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.

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