baskin-robbins chain expanding outlets and upgrading locations

The largest ice cream store chain in the world is on track to build several hundred new outlets in the U.S. next year.

At the same time, the Canton, Massachusetts-based Baskin-Robbins has announced a $100 million plan to upgrade some of its existing stores.

Known for its 31 flavors, designed to provide something new for every day of the month, Baskin-Robbins currently has more than 2,600 locations across the country, not to mention another 5,500 or so stores internationally.

Those stores typically range in size from 600 to 1,200 square feet, and depending upon the location, may include a drive-up window.

The new upgraded locations are being branded as “Moments” stores, and will feature modern designed seating areas, new ice cream dipping cabinets, and colorful interior murals.

In a statement, Jason Maceda, Baskin-Robbins senior vice-president, said the chain’s upgraded spaces are being designed to “help guests create joyful moments with family and friends while enjoying great-tasting ice cream and amazing flavor variety.”

The first “Moments” upgrade was unveiled in late November in Fresno, California. Plans call for the upgrading of more stores across country, although the exact number has not yet been disclosed.

In 2017, Baskin-Robbins saw revenues in excess of $66 million.

By Garry Boulard

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