Owned by Inspire Brands, Baskin-Robbins (BR) is an American multinational network of ice cream and cake specialty stores. In 1945, Burt Baskin and Irv Robbins launched Baskin-Robbins in Glendale, California. Its headquarters are in Canton, Massachusetts, and are shared with sibling brand Dunkin’ Donuts. With more than 8,000 outlets, it is the largest network of ice cream shops in the world.
| Company type | Subsidiary |
| Industry | Food and Beverage |
| Founded | 1945; 79 years ago (as Burton’s Ice Cream Shop) Glendale, California, US |
| Founders | Burt Baskin and Irv Robbins |
| Headquarters | 130 Royall Street, Canton, Massachusetts, US |
| Number of locations | More than 8,000 |
| Area served | Worldwide |
| Key people | David Hoffmann (chairman and CEO, Dunkin’ Brands) |
| Products | Ice cream
Frozen beverages Ice cream cakes Frozen treats |
| Revenue | Increase US$160 million (2019) |
| Parent | Inspire Brands |
| Website | baskinrobbins.com |
The company is well-known for its “31 flavors” motto, which suggests that its customers can have a new flavor every day of the month. The logo includes a stylized “31” made of the letters “B” and “R”. The phrase was designed by the Carson-Roberts advertising firm (which eventually combined with Ogilvy & Mather) in 1953. Since 1945, the firm has released over 1,300 flavors, including vegan and non-dairy flavors in 2019.
Moreover, Baskin-Robbins was the first to introduce the ice cream cake in the market. Baskin-Robbins’ ice cream cakes have become a popular choice for birthdays and festivities, blending the richness of ice cream with the creativity of cake design to produce memorable delights.
History
Baskin-Robbins was founded in 1945 by American brothers-in-law Burt Baskin and Irv Robbins, who merged their individual ice cream stores in Glendale, California. Burt Baskin learned about ice cream when he served the military during World War II and then he launched Burton’s Ice Cream Shop in California in 1946. As a youth, Irv Robbins worked at an ice cream counter in his father’s restaurant before opening Snowbird Ice Cream in California in 1945 with $6,000 in funding.
In 1948, they decided to merge their companies and name it Baskin-Robbins. Snowbird Ice Cream had 21 flavors; after they combined, the number of flavors was increased to 31.
By 1948, Baskin-Robbins had opened six franchises. The first franchise was opened on May 20, 1948, for the business at 1130 South Adams in Glendale. The company’s Burbank production site debuted in 1949. Soon, Baskin and Robbins decided to sell the stores to their managers. In 1953, Baskin-Robbins engaged Carson-Roberts Advertising, who suggested using the number 31, as well as pink (cherry) and brown (chocolate) polka dots and a circus-themed typeface. The first store to embrace the new 31 styles was 804 North Glendale Ave. in Glendale in March 1953.
The founders of Baskin-Robbins controlled the company until 1967, when United Fruit purchased it (just before Burt Baskin’s death). In the 1970s, the brand expanded internationally, adding outlets in Japan, South Korea, Saudi Arabia, and Australia.
The company went public in 1972, when United Brands sold 17% of its stock in an IPO (initial public offering). A year later, British food manufacturer J. Lyons & Co. bought Baskin-Robbins from United Brands, along with all of its public shares. J. Lyons then combined with Allied Breweries to become Allied-Lyons in 1978. Allied-Lyons joined with Pedro Domecq S.A. in 1994, forming Allied Domecq. Dunkin’ Brands, Inc. owns and operates Baskin-Robbins and Dunkin’ Donuts. Dunkin’ Brands was owned by Allied Domecq until 2006, when it was purchased by a collection of private equity companies including Bain Capital, Thomas H. Lee Partners, and The Carlyle Group.
In 2006, the company’s “BR” logo was changed so that it doubles as the number “31” to reflect the 31 flavors, with the “31” created by the sections of the letters “BR” that are displayed in pink, in contrast to the remainder of the logo, which is rendered blue.
In August 2012, Dunkin’ Brands achieved total independence from private equity partners.
Baskin-Robbins struggled to retain customers in the early 2000s, but between 2013 and 2015, it added 36 new stores. Many new BR stores are co-branded with Dunkin’ Donuts, including California’s first co-branded site which opened in March 2014, in San Diego.
In 2014, Baskin-Robbins began selling their ice cream at supermarkets around the United States. In July 2017, BR began adding stores to the delivery service platform, DoorDash, allowing them to serve ice cream in 22 cities throughout the United States.
Dunkin’ Brands was acquired by Inspire Brands in December 2020.
On April 11, 2022, Baskin-Robbins launched an overhauled logo and the new tagline “Seize the Yay”.
Chris Buck and Barack Obama are two prominent former workers.
International Presence
Baskin-Robbins has over 8,000 locations in the following countries: Aruba, Australia, Bahrain, Bhutan, Canada, China, Taiwan, Thailand, Tajikistan, United Arab Emirates, Colombia, Curaçao, Dominican Republic, India, Indonesia, Ireland, Japan, Kazakhstan, Kuwait, Latvia, Malaysia, Ecuador, Estonia, Egypt, Honduras, Morocco, Nepal, Oman, Pakistan, Qatar, Saudi Arabia, Singapore, South Korea, Spain, Sri Lanka, United Kingdom, United States, Uzbekistan, Vietnam, and Yemen. International outlets serve ice cream flavors common in each country, such as red bean, litchi gold, blackcurrant, and cantaloupe. The most popular Baskin-Robbins flavors in Asia are Mint Chocolate Chip and Cookies & Cream.
Baskin-Robbins has formerly operated in the following countries: Armenia, Azerbaijan, Belarus, Malta, the Netherlands, Panama, the Philippines, Maldives, Mauritius, Mexico, Portugal, Russia, South Africa, and Saint Maarten.
Baskin-Robbins does not have any shops in Cambodia, however its items are legally sold through an Au Bon Pain bakery business.
The freestanding stores in Bangladesh have been shuttered, although their items are still accessible at a number of local businesses.
In Japan, Taiwan, China, and the Philippines, Baskin-Robbins is commonly referred to as “31” or “31 ice cream”.
Advertisement controversy
In 2019, a commercial for a new ice cream flavor in South Korea, “Pink Star”, starring young model Ella Gross, aroused outrage, with some internet users calling the ad “overly sexualized”. The corporation removed the advertisement and apologized to its consumers.
Original 31 Flavors
When Baskin-Robbins first opened in 1945, the original 31 flavors that time were:
- Banana Nut Fudge
- Black Walnut
- Burgundy Cherry
- Butterscotch Ribbon
- Cherry Macaron
- Chocolate
- Chocolate Almond
- Chocolate Chip
- Chocolate Fudge
- Chocolate Mint
- Chocolate Ribbon
- Coffee
- Coffee Candy
- Date Nut
- Eggnog
- French Vanilla
- Green Mint Stick
- Lemon Crisp
- Lemon Custard
- Lemon Sherbet
- Maple Nut
- Orange Sherbet
- Peach
- Peppermint Fudge Ribbon
- Peppermint Stick
- Pineapple Sherbet
- Raspberry Sherbet
- Rocky Road Nut
- Strawberry
- Vanilla
- Vanilla Burnt Almond
Current Flavors:
- Mint Chocolate
- Love Potion #31
- Chocolate
- Oreo Cookies ‘n’ Cream
- Chocolate Chip
- Pralines ‘n’ Cream
- Very Berry Strawberry
- Chocolate Chip Cookie Dough
- Old Fashioned Butter Pecan
- Jamoca Almond
- Mousse Royale
- Peanut Butter Cup
- Rocky Road
- Peanut Butter ‘n’ Chocolate
- Gold Medal Ribbon
- World Class Chocolate
- Cherries Jubilee
- Chocolate Fudge
- Daiquiri Ice
- Rainbow Sherbet
- Rainbow Chocolate Fudge Cake
- Wild And Reckless
- Strawberry Cheesecake
- Pokey Dot
- Mango Tango
Seasonal Flavors:
- America’s Birthday Cake
- Baseball Nut
- Blueberry Cheesecake
- Bourbon Street Pecan Pie
- Brownie Bar Mashup
- Cherry Cordial with Kisses
- Chocolate Mousse Royale
- French Vanilla
- Eggnog
- German Chocolate Cake
- Icing On The Cake
- Love Potion #31
- New York Cheesecake
- Nutty Coconut
- Peppermint
- Rock ‘n’ Pop Swirl
- Reese’s Peanut Butter Cup
- Trick Oreo Treat
- Winter White Chocolate
- Made With Snickers
- Made With M&M’s
- Heath
- Mango Tango
- Pumpkin Cheesecake
Regional Flavors:
- Pink Bubblegum
- Caramel Macchiato
- York Peppermint Pattie
- Cotton Candy
- Orange Sherbet
- Grape Ice
- Watermelon Ice
- Miami Vice Sorbet
- Splish Splash
- Wild ‘n’ Reckless Sherbet
- Lemon Custard
- Oregon Blackberry
- Bananas ‘n’ Strawberries
- Mississippi Mud
- Rum Raisin
- Creole Cream Cheese
- Chocolate Almond
- Fudge Brownie
- Banana Nut
- Black Walnut
- Cotton Candy Crackle
- Quarterback Crunch
- Chocolate Chocolate Chip Cheesecake
- Caramel ‘n’ Cookies
Bright Choices:
- Real Fruit Strawberry Sorbet
- Premium Churned Light Raspberry Chip
- Premium Churned Light Vanilla
- Premium Churned Light Milk Chocolate
- Premium Churned Dark Milk Chocolate
- Premium Churned Reduced Fat, No Sugar Added Butter Almond Crunch
- Premium Churned Reduced Fat, No Sugar Added Pineapple Coconut
- Premium Churned Reduced Fat, No Sugar Added Brownie Sundae
- Premium Churned Reduced Fat, No Sugar Added Caramel Turtle Truffle
- Premium Churned Reduced Fat, No Sugar Added Moose Tracks
- Premium Churned Reduced Fat, No Sugar Added Peanut Buttery Bar Blast
- Fat Free Vanilla Frozen Yogurt
How can I find a Baskin-Robbins near me?
Go to the site baskinrobbins.com.
Enter your ZIP code in the “Find a Shop” area to locate a shop near you.
