Baskin Robbins targets South Africa with first outlet
The ice cream franchise, which boasts a different flavour for every day of the month, opens its first outlet in South Africa on Friday (Dec 9).
Baskin-Robbins, described as the world’s largest chain of ice cream specialty shops, will officially open 11am at the Canal Walk Shopping Centre in Cape Town.
According to Euromonitor, the volume consumption of ice cream in South Africa was sitting at 59.5m kgs in 2014 and is projected to maintain a moderate growth forecast – the perfect climate for a new ice cream brand able to offer something different to locals. With over 70 years of experience, the brand has become a global leader in premium ice cream, customised ice cream cakes and a full range of beverages.
Sean Dearham, chief operating officer of Baskin-Robbins South Africa, says that the demand for artisanal ice cream and a variety of flavours is on the rise in our local market. “With a library of over 1,300 different flavours to choose from, our brand is able to differentiate itself from competitors.
“The brand is best known globally for its 31 flavours – a different flavour for each day of the month. South Africans can always look forward to something exciting at our ice cream shops and with the help of our famous ‘pink spoon’, guests can sample all 31 flavours until they find the flavour that makes them happiest.”
Under South African franchise holder Grand Foods, Baskin-Robbins South Africa will become the 51st country to join the family and will continue to drive the key brand value of remaining a neighbourhood-focused ice cream shop.
Rozanna Kader, marketing and communications executive at Grand Foods says this value influenced the launch campaign. “It’s all about visiting local hangouts in Cape Town where people find happiness and can amplify the emotion by sharing some delicious ice cream. Follow our social media platforms to find out more and find your happy place.”
For more information, go to www.BaskinRobbins.com
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