Baskin-Robbins Debuts New International Store Design

It’s National Ice Cream Month, and the nation’s other giant ice cream chain is busy as well. Baskin-Robbins launched its first store in Singapore in early June, which not only marked the chain’s 4,000th international location, but also unveiled the company’s new international store design.

The company has been testing elements of the new design in key markets such as Korea and the Middle East for more than a year. The Singapore prototype plays off the chain’s personality, with "pink spoon" door handles and textured walls reminiscent of waffle cones, lounge seats and interactive LCD menu displays.

The unit also includes an expanded topping station and an increased focus on merchandising. Ice cream cakes are on display in improved and expanded dessert cases. The chain also put an emphasis on reducing its carbon footprint. The Singapore store, like others to follow, includes LED lighting.

The design is not currently planned for the Baskin-Robbins’ domestic market, but will be implemented in both new and existing units globally. Expansion seems likely for Western Australia, where the chain anticipates 10 new stores this year and potentially 100 across the country next year. Baskin-Robbins has more than 6,000 outlets in 35 countries; its parent company, Dunkin’ Brands, is headquartered in Canton, Mass.