Baskin-Robbins branding for two markets

Baskin-Robbins is creating two new brands for its eat-in outlets aimed at appealing to the higher strata of consumers and for those seeking some cold delight on a budget.

A high-end concept store featuring a specialty desserts, a coffee bar, pastries and self-serve sundae bar will be launched to reach upscale consumers.  For a more broader, penny conscious market, a kiosk-style soft-serve ice cream bar is in the works. This strategy gives the ice cream brand a chance to experiment on the best way to penetrate either segment of the market.

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