Baskin-Robbins Whips Up Two Store Concepts

Baskin-Robbins, a subsidiary of Canton, Mass.-based Dunkin’ Brands Inc., has plans to widen its market by implementing two new store concepts, according to

The company hopes to attract a more upscale demographic with Cafe BR, which will go for a trial run at Patriot Place in Foxborough, Mass. Originally opened in Seoul, Korea, in 2005, the high-end concept features a specialty dessert and coffee bar, a pastry chef and a make-your-own sundae bar, and will test the profitability of menu novelties, such as chocolate-covered cheesecake on a stick.

Baskin-Robbins will also experiment with BR Express, which was designed with the current economic state in mind. The low-cost store model will offer a kiosk-style soft-serve ice cream bar and have low start-up fees.

According to Srinivas Kumar, chief global brand officer at Baskin-Robbins, there is a “strong pipeline” of BR Express stores opening in 2009.

Nielsen Business Media