As the summer season is in full swing, the demand for cold beverages and ice creams has surged, prompting Baskin Robbins to consider expanding its retail presence. The company has recently diversified its product offerings with fresh formats and flavors.
Baskin Robbins is increasing its attention on the Delhi-NCR market, and intends to establish 10-12 new parlours in the national capital region each year. The brand already operates 60 parlours in prominent locations throughout Delhi-NCR, with 30 of them situated solely in Delhi. This strategic expansion plan is aimed at solidifying the brand’s presence in the region and catering to the growing demand for its products.
“The brand has a presence across a total of 269 locations in the North region and 850 plus locations nationally. Additionally, the brand also retails through all leading supermarket chains and modern trade stores as well as leading general trade stores and food service accounts like hotels, restaurants, caterers etc,” it said.
Baskin Robbins is hoping for the new launches to add to the overall sales during the season. “We are confident that these new products would easily contribute upto 15-20 percent of our parlour sales going forward,” said Mohit Khattar, CEO, Graviss Foods Pvt Ltd – Baskin Robbins.
Khattar said that Baskin Robbins has been witnessing a “steady growth not just in terms of footfalls into its parlours but is also seeing a steady uptake in its online sales”.
“Now about a third of our sales are coming through online and delivery platforms like Swiggy, Zomato, Instamart, Big Basket, Zepto etc,” he added.
Baskin Robbins has unveiled 17 new products for the summer season, featuring exciting flavors such as caramel milk cake, blueberry and white chocolate, and fruit ninja. The brand has also introduced new ice cream formats, including bite-sized ice creams coated in delicious chocolate called ice cream rocks, ice cream pizzas, ice cream floats, fruit cream sundaes, and fairytale sundaes. These additions aim to offer customers a wide range of delectable options to choose from and enhance their overall experience.
“Chocolate based flavours seem to enjoy a higher popularity amongst discerning audiences in the Delhi market followed by fruit based flavours,” said Khattar while adding that the brand has “pretty high” expectations from its new introductions during the summer season.
With more than 850 stores, Baskin Robbins has established a significant presence in over 239 cities across India.
