Baskin-Robbins

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Baskin-Robbins is a chain of ice cream parlors founded by Burton Baskin and Irvine Robbins in 1945 in Glendale, California. It claims to be "the world's largest ice cream franchise", with more than 5,600 locations, 2,800 of which are located in the United States. Baskin-Robbins was owned by the founders until purchased in 1969 (upon Burt Baskin's death) by the United Brands Company (United Fruit). In 1972, the company went public for the only time in its history when United Brands sold 17% in an IPO. A year later (1973), the British food company J. Lyons and Co. purchased Baskin-Robbins from United Brands and all the public stock. J. Lyons company then merged with Allied Breweries, becoming Allied-Lyons in 1978. Allied-Lyons then merged with Pedro Domecq S.A. in 1990 and became Allied Domecq. Baskin-Robbins, Togo's, and Dunkin' Donuts now comprise Dunkin' Brands, Inc., following their purchased by a group of private equity firms - Bain Capital, Thomas Lee and The Carlyle Group in 2006.

Baskin-Robbins is also known for its "31 flavors" slogan. When the first Baskin-Robbins store opened, they offered 21 flavors, an innovative concept at the time. The idea for 31 Flavors came from Carson-Roberts advertising agency (later became Ogilvy & Mather) in 1953 along with the slogan "Count the Flavors. Where flavor counts." Burt and Irv also believed that people should be able to sample flavors until they found one they wanted to buy -- hence the iconic pink spoon.

Baskin-Robbins has been celebrating Americana for over 60 years through the innovation of ice cream. Examples of previous flavors include "Baseball Nut", celebrating the Dodgers move from Brooklyn to Los Angeles; "Beatle Nut", celebrating the Beatles visit to America in 1964; "Lunar Cheesecake", celebrating man's landing on the moon; "Here Comes the Fudge" popularized by Rowan and Martin's Laugh-In; Gold Medal Ribbon, celebrating the Lake Placid Olympic Games and "Shrek Swirl", celebrating the introduction of a certain green ogre to the silver screen. But their most popular flavor was actually created as a gag for a TV show. Comedian Steve Allen introduced the flavor "Steverino" ice cream in a skit on the Steve Allen Show. Always ones to capitalize on an opportunity, Baskin-Robbins began producing Steverino and sold 1,000,000 scoops, an industry record.

Baskin-Robbins has maintained solid, controlled growth over the last several years through development of stores that combine Dunkin' Donuts and Togo's. Recently the company announced plans to aggressively grow their standalone locations again and is currently actively seeking franchisees.

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Facts and Figures

  • Burt Baskin was born in 1913 in Streator, Illinois (son of Mr. & Mrs. Harry Baskin).
  • Irv Robbins was born in 1918 in Tacoma, Washington.
  • Burt Baskin attended the University of Illinois (Evanston) and received a Bachelor of Arts degree.
  • Irv Robbins attended University of Washington (Seattle).
  • Irv’s father (Aaron Ernie) owned a dairy and ice cream business in Tacoma. The ice cream store was called The Olympic Store and was located at 954 Court C in Tacoma.
  • Upon graduating, he moved to Chicago and opened a men’s store in the Palmer House Hotel.
  • Burt and Irv met in 1941 when Burt began courting Irv’s sister Shirley.
  • Burt and Shirley (nee Robbins) were married in 1942.
  • Burt served as a Lieutenant in the US Navy in the South Pacific during WWII.
  • Early 1946, Burt opened Burton’s (561 South Lake, Pasadena), by this time Irv had three Snowbird stores.
  • By 1948 they had opened six stores. They made the decision to sell the stores to the managers, thus becoming one of the first franchised food service businesses.
  • Between 1949 and 1962, the corporate firm was Huntington Ice Cream Company. The name succeeded The Baskin-Robbins Partnership and was eventually changed back to Baskin-Robbins, Inc. on November 26, 1962.
  • The first franchise covering the sale of ice cream was executed May 20, 1948 for the store at 1130 South Adams in Glendale (Store #1).
  • In 1949, the company’s own production facility opened in Burbank.
  • Irv and his wife Irma had three children: Erin, John and Marsha.
  • John Robbins, Irv's son, turned his back on the family business and became a strict dietician who was strongly against food such as ice cream. He has published numerous diet books and created numerous diet programs.
  • Burt and Shirley had two children: Edie (1945) and Richard (1949)
  • Burt was a member of the Tournament of Roses Committee and B’Nai B’rith Lodge 2625. He was a member of the Board of Directors of Community Television of Southern California (Channel 28) and a member of the Board of Directors of Temple Beth Hillel, North Hollywood, California
  • Burt's nickname was "Butch"
  • In 1953, Baskin-Robbins hired Carson-Roberts Advertising (now Ogilvy & Mather) who recommended adoption of the 31 as well as the pink (cherry) and brown (chocolate) polka dots and typeface that were reminiscent of the circus.
  • The first store that adopted the new 31 look was 804 North Glendale Ave. in Glendale, California in March of 1953
  • In the Justice League Unlimited episode "Grudge Match", The Question sneaks into a Baskin-Robbins and discovers that there are 32 flavors.
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Logos

The original official logo for Baskin-Robbins Ice Cream.

The official logo for Baskin-Robbins Ice Cream, used from 1990 to 2006, still used as its secondary logo.

The current official logo for Baskin-Robbins Ice Cream, introduced in 2006.

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See also

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External links

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Company

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Community (Baskin-Robbins in Drew Barrymore)

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