Baskin-Robbins Marketing Strategy 2024: A Case Study

Baskin-Robbins, the renowned global chain of ice cream and cake specialty shops, is known for its vast array of flavors and delightful treats. As we delve into the year 2024, let’s explore the exciting marketing strategy adopted by Baskin-Robbins, which encompasses flavor innovation, store expansion, digital marketing campaigns, loyalty programs, co-branding partnerships, global presence, and seasonal offerings.

Key Takeaways:

  • Flavor innovation plays a crucial role in Baskin-Robbins’ marketing strategy for 2024.
  • The company is focused on expanding its store presence to cater to a broader customer base.
  • Digital marketing campaigns are employed to engage and capture the attention of target audiences.
  • Loyalty programs are enhanced to foster customer loyalty and repeat business.
  • Co-branding partnerships are established to create unique and enticing offerings.

Stay tuned to discover more about Baskin-Robbins’ captivating marketing strategy and how they aim to delight their customers in the year 2024.

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Flavor Innovation

Baskin-Robbins, known for its extensive range of ice cream flavors, is committed to flavor innovation. With over 1,100 flavors offered globally, the brand takes pride in providing a vast array of choices for its customers. Baskin-Robbins conducts thorough market research to understand customer preferences and develop flavors that cater to their tastes.

In its dedication to diversity and catering to various customer preferences, Baskin-Robbins offers over 2,000 flavors worldwide. The brand continuously experiments with different ingredients and combinations to create unique and exciting flavors that keep customers coming back for more.

Store Expansion

Baskin-Robbins, with its rich history dating back to 1947, is renowned for its iconic concept of “31 flavors,” offering a unique flavor for every day of the month. Building on this legacy, the company is embarking on an exciting store expansion plan to meet growing market demand and further solidify its position as a global ice cream leader.

The strategic focus of Baskin-Robbins is to open new locations in areas with high market potential. By carefully selecting these strategic locations, the brand aims to enhance its visibility and accessibility to customers, ensuring a wider reach and increased customer engagement.

With plans to open 12 new sites in the next 12 months, Baskin-Robbins is committed to expanding its footprint and captivating new audiences. This aggressive expansion strategy aligns with the brand’s double-digit comparable sales growth in the previous year, indicating a sustained demand and strong consumer interest.

As part of its expansion plan, Baskin-Robbins is focusing on key regions such as Sydney, Queensland (QLD), and Western Australia (WA) to capitalize on existing market opportunities. By strategically positioning its stores in these regions, the company aims to tap into a diverse customer base and establish a strong presence.

Furthermore, Baskin-Robbins ensures that its store design reflects its innovative and customer-centric approach. The implementation of the Flavor First store design, blending industrial stainless steel with warm textural tones, creates a welcoming and immersive experience for customers. A recently opened corporate store is also serving as a testbed for future store technologies, including digital ordering, kiosks, and enhanced consumer experiences.

As Baskin-Robbins continues to build its brand and expand its market reach, digital marketing plays a crucial role. The brand utilizes digital experiences, such as augmented reality games and gamification, to engage and target millennial audiences effectively. By embracing technology and creating interactive digital campaigns, Baskin-Robbins ensures a seamless integration of its traditional values with modern customer preferences.

The brand’s commitment to meeting evolving consumer demands is further evidenced by its VIP Ambassador group, which actively participates in product innovation and brand partnership ideas. By collaborating with various events and cultural phenomena, such as popular TV shows, Baskin-Robbins introduces new flavors that resonate with customers’ ever-changing tastes and preferences.

With over 7,822 outlets worldwide, including 5,284 international locations and 2,538 in the U.S., Baskin-Robbins is truly a global brand. Approximately 32% of its restaurants are in the U.S., while the majority of international sales and distribution points are located in various countries. South Korea, Japan, and the Middle East region contribute significantly to the brand’s international operations, generating substantial sales.

As part of Dunkin’ Brands, which also owns Dunkin’ Donuts, Baskin-Robbins has generated revenue of $897.4 million, establishing itself as a key player in the ice cream industry. The brand’s franchised model enables financial and strategic benefits, allowing for cost control, menu innovation, and comprehensive franchise support.

By combining its rich heritage, focus on product innovation, and strategic store expansion, Baskin-Robbins continues to captivate ice cream enthusiasts worldwide. With its unwavering commitment to providing remarkable flavors and immersive customer experiences, Baskin-Robbins remains at the forefront of the global ice cream market.

Digital Marketing Campaigns

Baskin-Robbins understands the significance of digital marketing in today’s technology-driven world. To effectively reach and connect with their target audience, the company has implemented robust digital marketing campaigns that encompass various channels, including social media platforms and online advertising.

In recognition of the evolving consumer preferences, Baskin-Robbins has strategically designed their digital marketing campaigns to resonate with Millennials and Generation Z, who value experiences over material possessions. By incorporating vibrant colors, catchy music, captivating dances, internet memes, and animation, these campaigns aim to recreate the joyful feeling people experience when consuming Baskin-Robbins products.

With over 50 animations and content pieces created for their campaigns, Baskin-Robbins delivers engaging and shareable content that is tailored to their target audience’s interests and preferences. Through social media platforms, the company fosters customer engagement and interaction, encouraging users to share their experiences and promote Baskin-Robbins organically.

The use of social media and online advertising enables Baskin-Robbins to enhance brand awareness effectively. Research shows that 89% of Millennials are more likely to make a purchase if it is recommended by friends and family rather than through traditional advertising. With only 16% of Millennials trusting traditional advertising, Baskin-Robbins recognizes the importance of leveraging the power of social media and harnessing the influence of personal connections to generate interest and encourage conversion.

By implementing digital marketing campaigns, Baskin-Robbins not only amplifies its brand presence but also drives online sales and fosters a deeper emotional connection with its target audience. Through these campaigns, Baskin-Robbins effectively combines creativity, technology, and customer-centricity to deliver exceptional experiences that resonate with consumers and drive business growth.

Loyalty Programs

Baskin-Robbins understands the importance of customer retention and the role loyalty programs play in achieving this goal. By implementing effective loyalty programs, Baskin-Robbins aims to incentivize repeat purchases and foster customer loyalty.

Inspired by the success of Dunkin’ Donuts’ mobile application, Baskin-Robbins plans to launch a mobile loyalty program that will enhance consumer engagement and encourage the redemption of promotions. This move aligns with the trend of mobile being the preferred method of interaction for consumers. The program will provide faster communication of time-sensitive events to customers, leading to increased redemption of promotions.

The Dunkin’ Donuts mobile app sets a strong example for Baskin-Robbins, offering various features such as gift card management, store locator, coupon center, rewards tracking, nutrition facts, feedback forms, and social links. Baskin-Robbins aims to enhance its mobile strategy by expanding rewards from a free medium beverage to a free any-size beverage for DD Perks members. DD Perks Rewards loyalty program, integrated into the Dunkin’ Donuts app, offers five points for every dollar spent on qualified purchases, driving customer response to the mobile strategy.

Baskin-Robbins has previously utilized mobile loyalty programs, recognizing the benefits they bring in engaging the active mobile user base and rewarding loyal customers through new channels. However, the firm’s loyalty app currently lacks rewards based on purchases and only offers monthly deals in the form of coupons.

To strengthen their loyalty program, Baskin-Robbins can learn from Dunkin’s approach, which has achieved remarkable success with their DD Perks program boasting 12 million members and becoming number one in brand loyalty. By adopting similar strategies, such as offering exclusive perks and the ability to share points and rewards with friends and family, Baskin-Robbins can improve their loyalty program and increase customer engagement.

Global Sales in 2023 Number of US Units Number of International Units Total Number of Units Number of Flavors Offered Presence in Over 50 Countries Worldwide
$2,300,000,000 2,253 5,388 7,641 Over 1,300 Yes

Co-Branding Partnerships

Baskin-Robbins understands the power of collaboration and seeks strategic co-branding partnerships to expand its reach and strengthen its market presence. By joining forces with complementary brands, Baskin-Robbins can create mutually beneficial relationships that result in increased brand awareness, customer engagement, and revenue.

The brand has a history of successful collaborations, such as partnering with media franchises like Hotel Transylvania, Trolls, and Stranger Things for activations that captivated audiences and generated excitement. These partnerships allowed Baskin-Robbins to tap into the loyal fan bases of these franchises and provide unique, themed experiences for customers.

Looking towards the future, Baskin-Robbins is actively working on an augmented reality game as part of a new partnership. This innovative approach not only elevates the customer experience but also showcases the brand’s commitment to staying at the forefront of global trends and continuously pushing the boundaries of product innovation.

Collaborative marketing is gaining significant popularity as a strategy to maximize exposure, increase sales, and reduce advertising costs. By partnering with businesses that share similar target audiences, Baskin-Robbins can expand its brand’s reach and tap into new customer segments.

These co-branding partnerships enable Baskin-Robbins to leverage the strengths and resources of its partners, resulting in the development of new products and the creation of memorable experiences for consumers. Cross-promotion between brands helps to enhance brand awareness, trust, and customer loyalty, as customers associate Baskin-Robbins with reputable and complementary businesses.

Furthermore, these collaborations foster creativity and innovation, as brands share ideas, resources, and marketing tactics. This collaboration leads to the creation of more engaging and memorable campaigns that resonate with the target audience.

In addition to the marketing benefits, co-branding partnerships also offer cost-effective advantages. By sharing promotional activities and advertising costs, Baskin-Robbins can maximize its marketing budget and achieve greater visibility while reaching a larger audience.

Ultimately, Baskin-Robbins uses co-branding partnerships as a strategic tool to cover weaknesses, align goals, and leverage the strengths of each partner. These collaborations allow the brand to achieve common objectives while creating a lasting impact in the minds of consumers.

Benefits of Co-Branding Partnerships for Baskin-Robbins
Expanded brand reach and exposure
Increased brand awareness and association
Creative and innovative marketing campaigns
Access to new customer segments
Cost-effective advertising and promotion
Development of new products and experiences
Enhanced customer loyalty and trust

Global Presence

Baskin-Robbins, a renowned brand in the ice cream industry, has successfully established a strong global presence in over 50 countries worldwide. With more than 7,300 outlets, Baskin-Robbins has become the world’s largest chain of ice cream specialty shops in terms of global presence.

The company operates a vast network of outlets, with over 5,284 international locations and 2,538 based in the U.S. While approximately 32% of Baskin-Robbins restaurants are located in the U.S., it’s important to note that the majority of total international sales and points of distribution come from locations outside the U.S.

As part of its international expansion strategy, Baskin-Robbins explores new markets with high growth potential. The brand aims to bring its delightful flavors and customer experience to ice cream enthusiasts around the world. To achieve this, Baskin-Robbins offers franchise opportunities for entrepreneurs to become part of its global success story and establish a local presence in their respective markets.

One of the key factors contributing to Baskin-Robbins’ global success is its ability to adapt to local preferences and market differences. The brand understands that consumer behavior and taste preferences vary across different international markets. Therefore, Baskin-Robbins closely studies these variations and customizes its offerings to suit the specific tastes of each region. By listening to its customers and continuously innovating, Baskin-Robbins ensures that it remains a beloved brand wherever it goes.

Caner Gursoy, Dunkin’ and Baskin-Robbins International Regional Vice President of Europe, Middle East, and Australia

Leading Baskin-Robbins’ international operations in the Europe, Middle East, and Australia region is Caner Gursoy, the Dunkin’ and Baskin-Robbins International Regional Vice President. With his extensive experience in the company, Gursoy understands the complexities of operating across various international markets.

Gursoy emphasizes the importance of adapting to local regulations, consumer behavior, and market trends. He acknowledges the differences between countries and the need for a tailored approach to cater to diverse customer preferences. Whether it’s adjusting flavors, portion sizes, or marketing tactics, Gursoy and his team work diligently to ensure that Baskin-Robbins remains relevant and appealing to consumers in different parts of the world.

Operating in the international market requires a highly skilled and adaptable team capable of managing high levels of complexity. The success of Baskin-Robbins’ global expansion relies on individuals who can navigate unexpected challenges, execute long-term plans, and seize opportunities for growth. With the recent acquisition of the brand by Inspire, Gursoy expresses optimism about the future, believing that this new partnership will open doors to further international expansion and success.

In conclusion, Baskin-Robbins has created a remarkable global presence, offering its delectable ice creams, sundaes, milkshakes, and cakes to customers in more than 50 countries. With a strategic focus on international markets, the brand continues to expand its reach and delight ice cream lovers around the world, one scoop at a time.

Seasonal Offerings

Baskin-Robbins understands the importance of staying current and exciting in the highly competitive ice cream industry. To keep customers engaged and coming back for more, the brand introduces seasonal offerings throughout the year. These limited-time flavors and holiday promotions not only cater to different customer preferences but also create a sense of anticipation and excitement.

With over 1,000 flavors introduced since its establishment in 1945, Baskin-Robbins has built a reputation for offering an extensive variety of ice cream options. Their seasonal offerings go above and beyond, providing customers with unique and innovative flavors that can only be enjoyed for a limited time. From festive holiday-themed flavors to refreshing summer treats, Baskin-Robbins always has something new and exciting to offer.

The availability of seasonal offerings is one of the many ways Baskin-Robbins caters to different tastes and preferences. By introducing flavors that align with the changing seasons and cultural celebrations, they create a sense of occasion and provide customers with a reason to visit their stores. Whether it’s a cozy winter flavor or a refreshing summer delight, Baskin-Robbins ensures that their seasonal offerings are uniquely crafted to deliver an unforgettable taste experience.

In addition to limited-time flavors, Baskin-Robbins also offers special promotions during various holidays. These promotions not only drive foot traffic to their stores but also give customers the opportunity to indulge in their favorite ice cream creations at discounted prices. It’s a win-win situation for both customers and the brand.

To maximize the impact of their seasonal offerings and holiday promotions, Baskin-Robbins leverages its strong global presence. Operating in over 50 countries with more than 8,000 retail shops worldwide, the brand has a wide reach and can cater to diverse cultures and traditions. By tailoring their seasonal offerings to specific regions and engaging with customers through localized marketing efforts, Baskin-Robbins ensures that their limited-time flavors and holiday promotions resonate with consumers on a personal level.

Key Points Statistics
Number of Baskin-Robbins flavors introduced since 1945 1,000+
Number of Baskin-Robbins locations worldwide 8,000+
Global presence of Baskin-Robbins in countries like United States, Canada, Mexico, United Kingdom, South Korea, India, Australia
Baskin-Robbins offers Standard 31 flavors globally
Planned introduction of new flavors in Sri Lanka 9

Branding and Customer Experience

Baskin-Robbins, the renowned ice cream brand, excels in crafting a strong brand identity that is synonymous with fun and playfulness. Their commitment to ice cream branding extends beyond just flavors and extends to the overall customer experience they provide. From vibrant store designs to colorful packaging, Baskin-Robbins ensures that every touchpoint reflects their brand identity.

Their success lies in creating an immersive and enjoyable environment for customers to indulge in their wide range of ice cream offerings. Whether it’s the inviting aroma that welcomes visitors or the cheerful staff members ready to help, Baskin-Robbins prioritizes customer satisfaction at every step.

While specifics on engagement duration and consumer sentiment data are not available, Baskin-Robbins understands the positive impact of personalized gestures. By going the extra mile with small details like handwritten notes or free promotional merchandise, they amplify customer satisfaction and foster brand loyalty. These personalized touches create an emotional connection with customers and leave a lasting impression.

Although engagement rate data following their rebranding campaign is not provided, Baskin-Robbins experienced consistent same-store sales growth for six consecutive years after implementing a digital-led marketing strategy. Collaboration with Sony Pictures for Spider-Man: Across the Spider-verse resulted in a remarkable 267% return on investment and a notable 14.2% increase in year-on-year sales.

In line with their focus on brand collaborations, Baskin-Robbins aims to partner with notable brands for national campaigns. This approach not only strengthens their brand presence but also allows for exciting and unique experiences that resonate with their target audience.

While gelato brands may not be direct competitors, they have experienced a steady rise in significance within the dessert category since 2017. However, Baskin-Robbins stays ahead by continually innovating and offering over 1,000 flavors of ice cream to date. With 100 flavors rotated through their stores every year, they ensure a diverse and exciting range of options for ice cream enthusiasts.

Table: Comparative Product Offerings

Baskin-Robbins Starbucks Cold Stone Creamery Walmart
Over 1,000 flavors of ice cream developed to date 87,000 drink combinations Over 11.5 million ways to customize ice cream treats Average of 100,000 products

When it comes to consumer decision-making, research suggests that offering too many options can be overwhelming. Shoppers were six times more likely to buy jam after seeing a display of six options compared to 24 options. Similarly, when retirement plans provided only two funds, 75% of employees participated. However, participation dropped to 61% when 59 funds were offered. This highlights the importance of simplicity and focused choices in enhancing the customer experience.

By focusing on maintaining a strong brand identity, prioritizing personalized gestures, and offering a delightful customer experience, Baskin-Robbins continues to remain a leader in the ice cream industry, keeping customers coming back for more.

Marketing Metrics and Analysis

Baskin-Robbins, a global leader in the ice cream industry, understands the importance of data-driven decision-making in their marketing efforts. By utilizing marketing metrics and conducting comprehensive data analysis, they gain valuable insights into their campaign performance, customer behavior, and overall brand success.

One of the key marketing metrics that Baskin-Robbins tracks is sales. By monitoring their sales data, they can evaluate the effectiveness of their marketing strategies and campaigns. This allows them to make informed decisions about where to allocate their resources and which initiatives are driving the most revenue.

Customer engagement is another crucial metric that Baskin-Robbins focuses on. By analyzing customer engagement data, such as website traffic, social media interactions, and email open rates, they can measure the effectiveness of their communication channels and tailor their marketing messages to resonate with their target audience.

Brand awareness is also a significant aspect of Baskin-Robbins’ marketing metrics. They closely monitor their brand recognition and recall by conducting surveys and tracking social media mentions. This information helps them gauge the effectiveness of their brand-building efforts and identify areas for improvement.

An integral part of Baskin-Robbins’ data analysis is gaining customer insights. Through various research methods such as surveys, focus groups, and customer feedback, they gather valuable information about customers’ preferences, tastes, and trends. These insights allow them to create personalized marketing campaigns and develop new flavors and products that resonate with their target market.

With their global presence and expansive store network of over 7,800 locations in 50 countries, Baskin-Robbins has a vast amount of data to analyze. They utilize sophisticated data analysis techniques and tools to extract meaningful patterns and trends, enabling them to make data-driven decisions that drive growth and enhance customer experiences.

Key Marketing Metrics Benefits
Sales Measures campaign effectiveness and revenue impact
Customer Engagement Determines the effectiveness of communication channels
Brand Awareness Evaluates brand recognition and recall
Customer Insights Helps in creating personalized marketing campaigns

By consistently monitoring and analyzing these marketing metrics, Baskin-Robbins can refine their marketing strategies, optimize their campaign performance, and deliver exceptional customer experiences. Their commitment to data-driven decision-making and continuous improvement sets them apart as industry leaders in the competitive ice cream market.


In conclusion, Baskin-Robbins has implemented a comprehensive and innovative marketing strategy to solidify its position in the highly competitive ice cream industry. With over 1000 flavors introduced globally, the brand has showcased its commitment to variety and product offerings.

By successfully establishing 400 stores across America simultaneously after participating in Los Angeles county fairs, Baskin-Robbins has demonstrated rapid growth and popularity. The introduction of ice cream flavors in honor of celebrities like the Beatles and Neil Armstrong has further broadened the company’s market appeal internationally, contributing to enhanced public awareness and engagement.

Despite facing failures, Baskin-Robbins has implemented a dynamic localization strategy, adapting flavors to local tastes and preferences. In markets like India, the brand has strategically localized its products by offering cow milk-based ice creams, non-dairy options, low-fat, gluten-free, and low-sugar products, demonstrating adaptability to diverse market demands.

Moreover, Baskin-Robbins’ strong focus on innovation is evident through the release of over 1200 unique ice cream flavors, outpacing competitors and establishing itself as an industry leader. The brand’s marketing strategy, centered around product-led initiatives, regular flavor introductions, and consumer engagement, has played a crucial role in increasing brand recognition and customer satisfaction.


What is Baskin-Robbins’ marketing strategy for 2024?

Baskin-Robbins’ marketing strategy for 2024 focuses on flavor innovation, store expansion, digital marketing campaigns, loyalty programs, co-branding partnerships, global expansion, seasonal offerings, branding, and customer experience.

How does Baskin-Robbins focus on flavor innovation?

Baskin-Robbins aims to continue their tradition of flavor innovation by introducing new and unique ice cream flavors. They conduct market research to understand customer preferences and develop flavors that cater to their tastes.

What is Baskin-Robbins’ approach to store expansion?

Baskin-Robbins plans to expand their store presence by opening new locations in areas with high market demand. They carefully select strategic locations that are easily accessible to customers and have potential for growth.

How does Baskin-Robbins utilize digital marketing?

Baskin-Robbins utilizes social media platforms and online advertising to create engaging content and promote their brand. The digital marketing campaigns focus on increasing brand awareness, driving customer engagement, and generating online sales.

How does Baskin-Robbins enhance customer retention?

Baskin-Robbins aims to enhance customer retention through their loyalty programs. They offer rewards and incentives to encourage repeat purchases and foster customer loyalty. The loyalty programs also include personalized offers based on customers’ preferences and purchase history.

Does Baskin-Robbins engage in co-branding partnerships?

Baskin-Robbins seeks co-branding partnerships and collaborations with complementary brands to create mutual benefits and leverage each other’s customer base. These partnerships allow for cross-promotion and reaching new audiences.

What are Baskin-Robbins’ plans for global expansion?

Baskin-Robbins aims to strengthen their global presence by expanding into new international markets. They explore opportunities for international expansion and target regions with high growth potential. They also offer franchise opportunities to enter new markets and establish a local presence.

How does Baskin-Robbins incorporate seasonal offerings?

Baskin-Robbins capitalizes on seasonal occasions and holidays by introducing limited-time flavors and special promotions. They create seasonal offerings that align with customer preferences during different times of the year.

How does Baskin-Robbins ensure a positive customer experience?

Baskin-Robbins focuses on maintaining a strong brand identity that is fun, playful, and colorful. They ensure that their branding elements, including their logo, packaging, and store ambiance, reflect this identity. They prioritize providing a positive customer experience by creating a welcoming and enjoyable environment for customers to indulge in their ice cream.

How does Baskin-Robbins measure the success of their marketing efforts?

Baskin-Robbins utilizes marketing metrics and data analysis to measure the performance of their marketing campaigns. They track key metrics such as sales, customer engagement, and brand awareness to evaluate the effectiveness of their strategies.

What are the goals of Baskin-Robbins’ marketing strategy?

Baskin-Robbins’ marketing strategy aims to strengthen their position in the ice cream industry, increase brand recognition, and enhance customer satisfaction.
About the author

Nina Sheridan is a seasoned author at, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.