Go ahead. Order a sundae at a new-look neighborhood Baskin-Robbins ice cream shop. Then try to decide how to top it off.
There's cheesecake chunks, gummy bears and spiced apples. Or crumbled Butterfinger candy bars, Snickers, mix berries and streusel. And, the mind-numbing array of candies, nuts and fruits can be added to just about any ice cream creation.
"Today, people can get ice cream anywhere," said James Franks, director of franchising for U.S. operations, adding that Baskin-Robbins is changing as it aims to stay a step ahead of its competitors.
The Wasatch Front is among a handful of areas nationwide where a new store-design concept is being implemented. Four Utah shops are set for remodeling, while 11 already have the new look.
Ice cream cabinets have low windows and a step up bar, allowing children to watch as clerks scoop up treats. And unlike the old days, clerks no longer turn their backs to customers. Counters have been reconfigured to give everyone a view as sundaes, banana splits and other frozen treats are prepared.
Little touches can give customers good feelings, said franchisee Justin Odekirk, who owns shops in Taylorsville, West Valley, Sugar House, Salt Lake City and Bountiful.
Cheery music fills the air, as does the aroma of waffle cones that are baked fresh daily.
"This is the kind of business that people already are in a good mood when they come into the shop," said Odekirk, 26, who has been scooping up ice cream for the past decade, from the time he began working at his father's Layton store.
Plineaus Barca, who stopped by on a snowy holiday evening at the Sugar House shop, said he's always liked the selections, the service and now, the snappy new look.
Old-timers will see the signature pink color throughout the shops, but its complemented with vibrant blue and warm butterscotch hues. And those iconic pink sampling spoons still are handed out for customers to sample flavors.
Utah was one of the first states for the chain's expansion plans. Franchise manager Michael Ridd credits the quick makeovers to store owners, who volunteered to remodel early. Sales in turn, increased by 3 percent, "and up to the double digits."
The new design plans go along with what the chain's cofounder, Irv Robbins, said more than a half century ago: "We sell fun, not just ice cream."
The company began 62 years ago when Robbins opened Snowbird Ice Cream in Glendale, Calif. The following year brother-in-law Burton Baskin opened an ice cream shop in neighboring Pasadena, and by 1948 they had six stores between them.
The concept eventually grew into Baskin-Robbins 31 Ice Cream. The number, representing a flavor for every day of the month, is incorporated - nearly hidden- in the contemporary Baskin-Robbins logo.
Today, the company library has archived more than 1,000 flavors, including its original top-selling flavors such as Mint Chocolate Chip and this holiday, a peppermint shake, topped with rich hot fudge, whipped cream and candy cane sprinkles.
The chain, with headquarters in Canton, Mass., has more than 2,800 retail shops in the United States and 3,000 internationally. Its parent company is Dunkin' Brands, a restaurant franchisor that also owns Dunkin' Donuts.
By Dawn House
The Salt Lake Tribune
http://www.sltrib.com/ci_7873629
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