Baskin-Robbins, the world’s leading specialty ice cream brand, is rolling out a new look that is sure to turn some heads. The beloved ice cream chain and brand, present in Canada for more than 50 years and, globally, for more than 75, is opting for a more grounded, mature look. A chocolate-inspired brown replaces the previous blue, and pink – symbolic for joy and fresh flavours – remains equally dominant. As it’s done for decades, the number 31 retains its important role in the logo, a direct reflection of the founders’ original belief that guests should be able to find, and try, a new flavour for each day of the month. Fans and guests will begin to see changes this spring, with the full transition expected to be completed by the end of 2023. 

“Since 1971, Baskin-Robbins has helped Canadians flavour every day with happiness,” says Natalie Joseph, Canadian spokesperson for Baskin-Robbins since 2014. “As we enter this next chapter of our brand story, our new look aligns with our bold plans to ignite expansion across Canada.” 

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Baskin-Robbins introduces this spring its new logo to be progressively rolled out across Canada over the next 18 months.

Earlier this year, Baskin-Robbins also launched its first Canadian online ordering platform for its growing cake business. Eagerly awaited by both brand aficionados and its franchise partners, the online ordering site (order.baskinrobbins.ca) offers a simple process for selection and personalization of cakes and pre-packed ice cream, ultimately, affording Canadian guests the chance to truly enjoy the benefits of limitless creativity in their cake ordering from the comfort of home. The site allows guests to ultimate customization from flavour of cake, ice cream, design elements and special message requests which then go directly to their shop of choice for onsite preparation and packaging. 

“Since 1971, Baskin-Robbins has helped Canadians flavour every day with happiness,” says Natalie Joseph, Canadian spokesperson for Baskin-Robbins since 2014. “As we enter this next chapter of our brand story, our new look aligns with our bold plans to ignite expansion across Canada.”

Operating more than 105 shops across Ontario, British Columbia, Quebec and Manitoba, Baskin-Robbins expects to open up more than 20 new locations over the next five years in multiple provinces. The brand has already gained growth momentum with recent openings in Mississauga, Oshawa, and St. Catharines.

“Baskin-Robbins has a strong legacy of consumer-driven innovation – from the more than 1,400+ unique flavours in our flavour library, to our focus on expanding and enhancing the digital experience for our guests. This new visual identity brings to life our continued commitment to innovation that creates moments of joy and celebration,” says Becky Felis, Vice President of International Marketing at Inspire Brands, a multi-brand restaurant company whose portfolio includes Arby’s, Buffalo Wild Wings, Dunkin’, Jimmy John’s and SONIC Drive-In, as well as Baskin-Robbins. “With a longstanding history in Canada and runway for continued growth across the country, we look forward to scooping up happiness for more Canadian guests in the years to come.”

Part of the Inspire Brands family since 2020, Baskin-Robbins has continued to invest in Canada over the past few years with expansion in its flavours, pre-pack options and community giving initiatives, such as award-winning philanthropic franchisees, ongoing brand partnerships with charitable organizations such as BGC Canada, etc.

Baskin-Robbins Canada invites Canadians with an entrepreneurial spirit and love of ice cream to join its growing network of franchise partners. With nearly 80 franchisees currently in Canada, the brand has some 17 operators who have been with the brand for more than 20 years. With many exciting openings coming soon, the brand is nowhere near slowing down and ready to continue growth and spreading sweetness throughout the foreseeable future.

A look at Baskin-Robbins history

Baskin-Robbins was founded in 1945 by two ice cream enthusiasts who shared a dream to create an innovative ice cream shop that would be a neighbourhood gathering place for families. Each year, more than 300 million people around the world visit Baskin-Robbins to enjoy some of the more than 1,400 flavours available in the brand’s ice cream library, as well as enjoy its assortment of frozen treats including frozen beverages, sundaes, Polar Pizza ice cream treats and ice cream cakes. For more information on Baskin-Robbins Canada or any of its locations, visit baskinrobbins.ca.


ICE CREAM IN CANADA TAKES ON A WHOLE NEW LOOK

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