SHRI DHARMASTHALA MANJUNATHESHWARA

INSTITUTE FOR MANAGEMENT DEVELOPMENT

International Business
Final Report on Baskin Robbins
Submitted to:
Dr. Nanda Kishore Shetty
Associate Professor-Marketing
SDMIMD, Mysore

By:
Group No: 9
Section: C
23118 Alif Ahsan
23139 Mahitha R
23165 Vaidehi V
23172 Yashaswini M
Plagiarism Report

2
 Acknowledgement

We would like to take this opportunity to express our sincere appreciation to Dr. Nanda
Kishore Shetty for his invaluable guidance and support throughout our International Business
Project on Baskin-Robbins Company. His extensive knowledge and expertise in international
business have been a source of inspiration for us. The constant encouragement, constructive
feedback, and patient guidance have helped us to stay focused and motivated throughout the
project.
We would like to acknowledge the contributions of Baskin-Robbins officials for the support
and giving insights. We thank all our team members who worked diligently to complete this
project within the given timelines. Our collective efforts and teamwork have resulted in the
successful completion of this project, and we are grateful for the support and cooperation of
everyone involved.

3
 Table of Contents

Acknowledgement.....................................................................................................................ii
Executive Summary...................................................................................................................1
I. Introduction of Baskin- Robbins.........................................................................................2
II. Financial Strengths and Constraints....................................................................................6
III. Manpower Strength and Constraints.................................................................................13
IV. Product Portfolio...............................................................................................................15
V. Rewards and Recognition.................................................................................................20
VI. Primary and Secondary Research....................................................................................22
VII. Findings and Recommendations.......................................................................................28
VIII. Baskin Robbins SWOT Analysis....................................................................................29
IX. Managerial Implications..................................................................................................30
X. Outlook for the Future......................................................................................................31
XI. Learnings from Project....................................................................................................32
XII. Conclusion.......................................................................................................................36
XIII. References:......................................................................................................................37
XIV. Appendices......................................................................................................................38

4
 Table of Figures

Figure 1 Domestic and International points of distribution as of December 28, 2019..............5

Figure 2......................................................................................................................................6
Figure 3 Estimated Initial Investment........................................................................................9
Figure 4 Growth and profitability............................................................................................11
Figure 5 Revenue to profit conversion.....................................................................................12
Figure 6 Revenue breakdown...................................................................................................12
Figure 7 Financial health..........................................................................................................12
Figure 8 Dividend history........................................................................................................13
Figure 9 Financial position analysis.........................................................................................13
Figure 10..................................................................................................................................22
Figure 11..................................................................................................................................23
Figure 12..................................................................................................................................23
Figure 13..................................................................................................................................39
Figure 14..................................................................................................................................40
Figure 15..................................................................................................................................40
Figure 16..................................................................................................................................41

5
 Executive Summary

This project report which focuses on the International business of Baskin-Robbins an

American multinational chain of ice cream and cake specialty shops provides an overview of
the company's history and profile. It highlights key milestones and expansions over the years.
It is known for its "31 flavors" slogan, offering a wide variety of ice cream options to
customers. The company has a diverse product portfolio, including ice cream, frozen
beverages, ice cream cakes, and frozen treats. The report delves into the financial strengths
and constraints of Baskin-Robbins, analyzing factors such as growth, profitability, revenue
conversion, financial health, and dividend history. It also examines the company's manpower
strengths and constraints, focusing on its workforce and organizational capabilities. The
report includes a SWOT analysis, assessing the company's strengths, weaknesses,
opportunities, and threats. It also presents an outlook for the future, considering factors that
may impact the company's performance and growth prospects. The research conducted for
the report includes both primary and secondary research methods. Findings and
recommendations are presented based on the gathered information, providing insights into
areas of improvement and potential growth opportunities for Baskin-Robbins. the report
outlines the learnings obtained from the project, highlighting valuable insights and
knowledge gained during the research process.

1
 I. Introduction of Baskin- Robbins

Baskin-Robbins is a world-renowned ice cream and cake specialty company with a rich
history dating back to 1945. The company has become synonymous with delicious ice cream,
innovative flavors, and a commitment to customer satisfaction. The "31 Flavors" concept,
which represents a broad range of selections for every taste bud, is possibly the most
recognizable feature of Baskin-Robbins. With the iconic pink spoons, the founders' wish to
provide customers with an appealing selection and the liberty to sample various flavors led to
the beginning of this tradition, which is still highly valued today. The logo includes a stylized
“31” formed from the letters “B” and “R”. Since 1945, the company has released over 1,300
flavors. In 2019, vegan and non-dairy flavors were added. (Wikipedia, Baskin- Robbins).

Brief profile of the company:

Baskin-Robbins is an American multinational chain of ice cream and cake speciality shops
owned by Inspire Brands. It is founded by Burt Baskin and Irv Robbins in Glendale,
California in the year 1945. It is a 79-year-old Multinational company. Baskin-Robbins has
nearly 7,000 store locations in over 50 countries outside the US. The company is known for
its "31 flavors" slogan, with the idea that a customer could have a different flavor every day
of any month.
The products of B-R are,

 Ice cream
 Frozen beverages
 Ice cream cakes
 Frozen treats

These are the main product categories of the company. It has different flavoured ice creams,
beverages, cakes, sundaes, pies etc. It has both seasonal and regional flavours. It is 100%
vegetarian which is made with cow milk. It has over 31 premium international flavours and
toppings. In India there are prime locations across more than 200 cities in India, with over
750 exclusive Baskin Robbins stores.
(Wikipedia, Baskin-Robbins)

History of the company:

1940s:
In Glendale, California, ice cream enthusiast Irv Robbins builds the first ice cream business
ever in 1945. In the subsequent five years, he and his brother-in-law, Burt Baskin, open eight
stores together and spread their enthusiasm for ice cream throughout Southern California.

2
They also buy their first dairy production facility, which allows them to try out new flavors
and ingredients.

 1945: Irv Robbins opens Snowbird Ice Cream in Glendale, California, featuring 21
flavors.
 1946: Burt Baskin opens Burton's Ice Cream Shop in Pasadena, California.
 1949: Baskin-Robbins establishes a production facility in Burbank, California. The
company transitions to a franchise model, selling stores to managers.

1950s:
After a few years of ice cream testing, Burt and Irv decided to formally combine all of their
stores to form Baskin-Robbins Ice Cream. This brand first offered 31 ice cream varieties, one
for each day of the month. A few years later, the well-known pink sampling spoon is
unveiled, enabling visitors to sample the various flavors before selecting their preferred
option.

1960s:

 The firm introduces some of its most famous pop culture-centric varieties, such as
Beatle Nut during the height of Beatlemania and Lunar Cheesecake in honor of the
first moon landing, as it grows to over 500 stores.
 The company name officially changes back to Baskin-Robbins, Inc. after operating
under "Huntington Ice Cream Company" for a period.

1970s:

 Baskin-Robbins ventures into the international market, opening stores in Japan, Saudi
Arabia, South Korea, and Australia.
 The company goes public through an IPO and is later purchased by J. Lyons and Co.,
a British food company.

1980s-1990s:

 Baskin-Robbins introduces two new flavors in the 1980s: OREO Cookies 'n Cream
and Miami Ice, which were inspired by the popular TV series Miami Vice. The brand
is also expanding into the Middle East and Korea. With tastes like Love Potion, a
beloved treat for Valentine's Day and Gorba Chocolate, which pays homage to Soviet
leader Mikhail Gorbachev and the collapse of communism, as well as the launch of
the Cappuccino Blast, Baskin-Robbins is keeping a close eye on pop culture and
customer preferences.
 Baskin-Robbins becomes part of Dunkin' Brands, Inc. alongside Dunkin' Donuts.

3
2000s:

 Baskin-Robbins faces challenges in retaining business.

 Dunkin' Brands is acquired by a group of private equity firms.

2010s:

 Baskin-Robbins experiences a resurgence, opening new stores and co-branding with

Dunkin' Donuts.
 The company begins selling ice cream in supermarkets across the U.S.
 Baskin-Robbins enters the ice cream delivery market through partnerships with
services like DoorDash.

2020s:

 In addition to introducing a fresh-new ice cream experience with the family-favorite

Creature Creation which served as the inspiration for the company's first-ever
children's e-book, The Festival of Creatures. The brand celebrated its 75th birthday by
spreading some ice cream love to its devoted patrons. The company also develops
DIY options and expanded its BR Delivers platform to make sure visitors can still
savor Burt and Irv's well-known ice cream in the comfort of their own homes during
quarantine.
 Dunkin' Brands is acquired by Inspire Brands.
 Baskin-Robbins unveils a new logo and tagline, "Seize the Yay."

(Baskin-Robbins, Fact sheets, Our story)

As of December 28, 2019, 100% of Dunkin’ and Baskin-Robbins restaurants were owned and
operated by franchisees. There were 13,137 Dunkin’ points of distribution, operating
in 43 states and the District of Columbia in the U.S. and 40 foreign countries. Baskin-
Robbins points of distribution totaled 8,160, operating in 44 U.S. states, the District of
Columbia, Puerto Rico, and 51 foreign countries.
The following table illustrates domestic and international points of distribution by brand as
of December 28, 2019.

4
 Figure 1 Domestic and International points of distribution as
of December 28, 2019.

Franchised points of
distribution

Dunkin’—US 9,630

Dunkin’—International 3,507

Total Dunkin’ 13,137

Baskin-Robbins—US 2,524

Baskin-Robbins—International 5,636

Total Baskin-Robbins 8,160

Total US 12,154
Total International 9,143

 Traditional Baskin-Robbins restaurant designs include end caps and freestanding

establishments. Usually between 600 and 1,200 square feet in size, a free-standing
building can have a drive-thru window. An end-cap can have a drive-thru window and
usually has an area of 800–1,200 square feet. They also own other eateries, which are
made up of self-serve kiosks (also known as SDOs) and/or small full-service
restaurants. The normal size range for SDOs is 400–1,000 square feet.
 In addition, 1,348 combination restaurants (often referred to as "combos") in the
United States have Baskin-Robbins and a Dunkin' restaurant. These combos are
usually either free-standing or end-cap in design. These combinations, which they
regard as a Baskin-Robbins and a Dunkin' point of distribution, usually have between
1,400 and 3,500square feet.
 Out of the 12,154 locations in the United States, 99 were places the firm owned and
leased to franchisees, 908 were places they leased and then subleased to franchisees,
and the remaining spaces were either owned or leased by the franchisee directly. Their
property or land and building leases typically have durations of 10 to twenty years,
with the option for one or more five- or ten-year extensions.
5
 II. Financial Strengths and Constraints

Figure 2
Baskin-Robbins, a global chain of ice
cream and cake specialty shops, has
both financial strengths and constraints
that shape its operations and success in
the marketplace.

Financial Strengths:

1. Global Brand Recognition: Baskin-Robbins enjoys significant brand recognition

worldwide. With a long history and a strong presence in the ice cream industry, the
brand has become synonymous with quality and variety. This recognition can translate
into customer loyalty and a competitive advantage, helping to attract and retain a
substantial customer base.
2. Established Franchise System: Baskin-Robbins primarily operates through a
franchising model, allowing the company to expand quickly with lower capital
investment. Franchising provides a means for rapid growth while leveraging the
resources and entrepreneurial spirit of individual franchisees. The revenue generated
from franchise fees and royalties can contribute to the financial stability of the
company.
3. Diversified Product Offering: Baskin-Robbins offers a wide range of ice cream
flavors and related products, such as cakes, beverages, and sundaes. This diversified
product lineup appeals to a broad customer base, catering to different tastes and
preferences. By offering a variety of options, Baskin-Robbins can increase its sales
potential and capture a larger share of the market.
4. Marketing and Advertising: Baskin-Robbins has historically invested in marketing
and advertising campaigns to promote its products. Through effective marketing
strategies, the company can generate brand awareness, drive customer traffic, and
increase sales. Well-executed marketing initiatives not only strengthen the brand's
position but also create opportunities for new product launches and collaborations.

6
Financial Constraints:

1. Intense Competition: The ice cream industry is highly competitive, with numerous
local and global competitors vying for market share. Baskin-Robbins faces
competition from other ice cream chains, independent ice cream shops, and frozen
dessert brands. This intense competition can put pressure on pricing, profit margins,
and market share. Baskin-Robbins must constantly innovate and differentiate itself to
stay ahead in the market.
2. Operating Costs: Managing and maintaining a global franchise network involves
significant operating costs. These costs include supply chain management, marketing
expenses, franchise support, and infrastructure maintenance. While the franchise
model helps distribute some of these costs to individual franchisees, Baskin-Robbins
still incurs expenses related to training, product development, and operational support.
Efficient management of operating costs is crucial to maintaining profitability.
3. Seasonality: The demand for ice cream is often seasonal, with higher sales during
warmer months and lower sales during colder months. Baskin-Robbins may
experience fluctuations in revenue due to this seasonality. During peak seasons, the
company can capitalize on increased customer demand. However, during slower
periods, it may face challenges in generating sufficient sales to cover expenses and
maintain profitability. Effective marketing and product diversification efforts can help
mitigate the impact of seasonality.
4. Changing Consumer Preferences: Consumer preferences and trends in the food
industry are subject to change. Baskin-Robbins must continuously monitor and adapt
to evolving consumer demands. This may involve introducing new flavors, offering
healthier or alternative options, or incorporating popular trends into its product lineup.
Keeping up with changing consumer preferences is essential for remaining
competitive and retaining customer loyalty.

7
 Table 1 Baskin-Robbins Franchise Costs

 Initial Franchise Fee: $25,000

 Real Estate Development: $123,000 to $267,000

 Equipment, Fixtures, and Signs: $115,000 to $197,760

 Restaurant Technology System: $1,440 to $15,000

 Licenses, Permits, Fees, and Deposits: $7,000 to $20,000

 Opening Inventory: $5,000 to $8,000

 Miscellaneous Opening Costs: $9,500 to $28,000

 Uniforms: $400 to $800

 Insurance: $3,500 to $8,300

 Travel and Living Expenses While Training: $1,000 to $15,000

 Marketing Start-Up Fee: $3,000 to $5,000

 Additional Funds for First 3 Months of Operation: $0 to $52,500

 Total Estimated Baskin-Robbins Franchise Costs: $293,840 to $642,360

Table 2 Baskin-Robbins’ Initial Franchise Fee, Royalty Fee, and Marketing Fee

Initial Franchise Fee: $25,000

Continuing Franchise Fee: 5.9% of gross sales

Continuing Advertising Fee: 5.0% of gross sales

Overview of Training: The Baskin-Robbins Brand Training program spans 15 days and
combines virtual components with hands-on training at a designated certified training shop.
The program includes instructor-led demonstrations covering product production,
merchandising, serving, and packaging, followed by hands-on practice sessions. Certain
classes are exclusively available online, requiring approximately 16 hours to complete, in
addition to the brand training. For the opening of their first restaurant, franchisees may be
required to participate for two days in the opening of another restaurant. Franchisees are
responsible for ensuring that all their employees adhere to the franchisor's restaurant
standards and required procedures, and must attend further training as mandated by the
franchisor, which may involve traveling to the franchisor’s training facility.

8
Territory Allocation: Franchisees are granted the right to operate a single restaurant at a
specified location outlined in the Franchise Agreement or its exhibits, with no additional
rights, minimum territory, or other protected rights provided.
Obligations and Limitations: As new franchisees, individuals should anticipate engaging in
substantial manual labor, particularly in the initial year of operation. Depending on the
restaurant's sales volume, franchisees may need to work a full shift daily. While personal on-
premises supervision by the franchisee is not mandatory, the on-premises manager must
undergo training as per requirements. Although the franchisor suggests that the on-premises
manager hold an ownership interest in the franchisee’s corporation, LLC, or partnership, it is
not obligatory. Franchisees are obligated to focus solely on operating the restaurant and must
obtain written approval for any other business or activity conducted at the restaurant. Only
approved products may be offered or sold, and the full menu required by the franchisor must
be available for sale.
Agreement Term and Renewal: The franchise term typically lasts for 20 years, with the
possibility of a conditional renewal for an additional 10-year term if all requirements are met.
Financial Support: The franchisor does not provide direct or indirect financing, nor does it
guarantee a franchisee’s note, lease, or obligation.

Figure 3 Estimated Initial Investment

Name of Fee Low High

Initial Franchise Fee $25,000 $25,000
Real Estate Development $123,000 $267,000
Equipment, Trade Fixtures and$115,000
Signs $197,760
Restaurant Technology System $1,440 $15,000
Licenses, Permits, Fees and Deposits
$7,000 $20,000
Opening Inventory $5,000 $8,000
Miscellaneous Opening Costs $9,500 $28,000
Uniforms $400 $800
Insurance $3,500 $8,300
Travel and Living Expenses While
$1,000
Training$15,000
Marketing Start-Up Fee $3,000 $5,000
Additional Funds for First 3 Months
$0 $52,500
ESTIMATED TOTAL $293,840 $642,360

9
 Table 3 Other cost

Type of Fee Amount

Continuing Franchise Fee 5.9% of gross sales.
Continuing Advertising Fee 5% of total gross sales.
Franchise Transfer Fee (for a $7,500 (or $20,000 if the restaurant is a combo plus the amount
majority interest) listed in the FDD table).

Franchise Transfer Fee (for less

The then-current fixed documentation fee, currently $2,000 per
than a majority interest or
restaurant plus an additional $2,000 for each new transferee.
transfer to spouse or children)
The franchisor’s cost to examine the franchisee’s financial,
employment or business records including legal fees and
Audit Costs investigative costs.
The franchisor’s out-of-pocket costs to hire attorneys or others
Immigration Status Review Costs for outside service.
The then-current late fee or dishonored check fee, and if
applicable, interest on unpaid amount at 1.5% per month (but
Interest, Late Fees, and Collection Costs
not more than any maximum imposed under applicable law).
Indemnification Varies.
SDA Transfer Fee (transfer of a
majority interest or more) $10,000
SDA Transfer Fee (for less than a
majority interest or transfer to The then-current fixed documentation fee (currently $2,000
spouse or children) plus an additional $2,000 for each new transferee).
Lease Fees Varies.
The then-current fixed documentation fee (currently, $2,000
Fixed Document Fee - Generally per restaurant).
The then-current fixed documentation fee (currently $2,000 per
Fixed Document Fee - Transfers restaurant).
The franchisor’s out of pocket and internal costs allocated to
Costs for Tests Used to Approve this activity, typically $1,000 to $10,000 depending on the
Additional Supplier(s) complexity of the testing.

10
 Table 4 Financial strength

Title Value
Free Cash Flow (Annual) 888.45
Free Cash Flow (TTM) --
Current EV/Free Cash Flow (Annual) 39.51
Current EV/Free Cash Flow (TTM) --
Current Ratio (Annual) 1.76
Current Ratio (Quarterly) 1.76
Quick Ratio (Annual) 1.39
Quick Ratio (Quarterly) --
Net Interest Coverage (Annual) --
Net Interest Coverage (TTM) --
Total Debt/Total Equity (Annual) 6.01
Total Debt/Total Equity (Quarterly) 6.01
Long Term Debt/Equity (Annual) 4.16
Long Term Debt/Equity (Quarterly) 4.16
Payout Ratio (Annual) 32.07
Payout Ratio (TTM) 16.04

Figure 4 Growth and profitability

11
Figure 5 Revenue to profit conversion

Figure 6 Revenue breakdown

Figure 7 Financial health

12
 Figure 8 Dividend history

Figure 9 Financial position analysis

III. Manpower Strength and Constraints

As of December 28, 2019, the company had a team of 1,114 dedicated individuals. The
majority, 1,074 employees, were based in the United States, with 40 working in other
countries. Out of the domestic team, 410 were in the field, contributing to the company's on-
the-ground operations, while 664 were situated at the corporate headquarters, supporting
various functions.
A significant portion of workforce, 246 employees to be precise, played pivotal roles in
marketing, with their positions funded by specific advertising initiatives. What makes their
team unique is the absence of labour union representation among employees. The company
takes pride in fostering positive relationships with its workforce.

13
It's important to note that franchisees and their employees, who operate as independent
business owners, are not included in the count of company employees. This approach
acknowledges the autonomy and distinct nature of these franchise operations.

International operations

The international ventures primarily involve teaming up with "master franchisees" through
collaborative ventures and licensing agreements. These master franchisees take the lead in
operating and sub-franchising our beloved brands within their designated regions. This
approach has proven to be a success story, particularly in the dynamic markets of Asia and
the Middle East, where the overseas franchise system significantly boosted fiscal
performance.
In the fiscal year 2019, international arm, with a strong focus on Asia and the Middle East,
achieved an impressive $2.3 billion in systemwide sales. This remarkable figure constituted
approximately 19% of our total global systemwide sales. Dunkin' Donuts, with a presence in
40 countries (excluding the United States), marked a notable expansion with 3,507
distribution points as of December 28, 2019—showing substantial growth from 2,583 points
in 2009. The international systemwide sales for Dunkin' Donuts alone reached an impressive
$834.5 million in fiscal year 2019.
Baskin-Robbins, another cherished brand under the umbrella, has also made substantial
progress on the global stage. As of December 28, 2019, Baskin-Robbins had established
5,636 distribution points in 51 countries (excluding the United States). In the fiscal year
2019, these international points contributed approximately $1.5 billion in systemwide sales.
They are confident in their ability to further expand the Dunkin' Donuts and Baskin-Robbins
brands internationally, both in new markets and existing regions. This confidence is rooted in
their commitment to maintaining the distinctiveness of their brands and offering menus that
resonate uniquely with diverse global audiences. (DNKN, 2019)

Value of the brand.

Dunkin success is intricately tied to the enduring value of brand, the emotional connection
customers have with them, and the robust relationships they maintain with franchisees. Even
isolated incidents can significantly impact brand value, especially if they draw unwanted
attention or lead to legal issues. These incidents may involve personal behaviour, franchisee
relationships, expansion efforts, or the regular course of franchisee business. Some situations
may be beyond their control, such as actions by franchisees, litigation, security breaches, or
fraudulent activities related to electronic payment systems.

14
The long-term significance of brand also hinges on the success of sustainability programs,
requiring collaboration and alignment with franchise owners. Ineffectiveness in addressing
social and environmental responsibility concerns or meeting sustainability standards may
erode consumer trust.
Consumer demand and brand value may plummet if incidents erode consumer confidence,
leading to lower sales and, ultimately, reduced royalty income, which could significantly
impact business and operating results.
The reliance on information technology and computer systems is crucial for Dunkin' Donuts
and franchisees. Any disruption or failure in these systems could jeopardize their reputation
and profitability. They employ various computer systems, such as the FAST System and
EFTPay System, which are web-based solutions using third-party licensed software.
The FAST System, used by U.S. and Canadian franchisees, is vital for reporting sales, paying
royalties, and contributing to the advertising budget. The EFTPay System is utilized for
paying open, non-fee invoices. Despite security measures, these systems are susceptible to
disruptions from power outages, network failures, viruses, security breaches, and other
unforeseen events. Such incidents could lead to operational interruptions, costly repairs,
updates, or replacements, and potential decreases in royalties owed by franchisees. (DNKN,
2019)

IV. Product Portfolio

Baskin Robbins has portfolio of 31 high quality international and Indian flavors. Even the
logo itself represents number 31 which indicates different ice-cream flavor for each day of
the month. (Wikipedia)

The original 31 flavors when the company was first opened in 1945:
 Banana Nut Fudge
 Black Walnut
 Burgundy Cherry
 Butterscotch Ribbon
 Cherry Macaron
 Chocolate
 Chocolate Almond
 Chocolate Chip

15
  Chocolate Fudge
 Chocolate Mint
 Chocolate Ribbon
 Coffee
 Cotten Candy
 Date Nut
 Eggnog
 French Vanilla
 Green Mint Stick
 Lemon Crisp
 Lemon Custard
 Lemon Sherbet
 Maple Nut
 Orange Sherbet
 Peach
 Peppermint Fudge Ribbon
 Peppermint Stick
 Pineapple Sherbet
 Raspberry Sherbet
 Rocky Road Nut
 Strawberry
 Vanilla
 Vanilla Burnt Almond

Current Flavors

 Mint Chocolate
 Love Potion #31
 Chocolate

16
  Oreo Cookies 'n' Cream
 Chocolate Chip
 Pralines 'n' Cream
 Very Berry Strawberry
 Chocolate Chip Cookie Dough
 Old Fashioned Butter Pecan
 Jamoca Almond
 Mousse Royale
 Peanut Butter Cup
 Rocky Road
 Peanut Butter 'n' Chocolate
 Gold Medal Ribbon
 World Class Chocolate
 Cherries Jubilee
 Chocolate Fudge
 Daiquiri Ice
 Rainbow Sherbet
 Rainbow Chocolate Fudge Cake
 Wild And Reckless
 Strawberry Cheesecake
 Pokey Dot
 Mango Tango

Seasonal Flavors

 America's Birthday Cake

 Baseball Nut
 Blueberry Cheesecake
 Bourbon Street Pecan Pie

17
  Brownie Bar Mashup
 Cherry Cordial with Kisses
 Chocolate Mousse Royale
 French Vanilla
 Eggnog
 German Chocolate Cake
 Icing On The Cake
 Love Potion #31
 New York Cheesecake
 Nutty Coconut
 Peppermint
 Rock 'n' Pop Swirl
 Reese’s Peanut Butter Cup
 Trick Oreo Treat
 Winter White Chocolate
 Made With Snickers
 Made With M&M's
 Heath
 Mango Tango
 Pumpkin Cheesecake

Regional Flavors

 Pink Bubblegum
 Caramel Macchiato
 York Peppermint Pattie
 Cotton Candy
 Orange Sherbet
 Grape Ice

18
  Watermelon Ice
 Miami Vice Sorbet
 Splish Splash
 Wild 'n' Reckless Sherbet
 Lemon Custard
 Oregon Blackberry
 Bananas 'n' Strawberries
 Mississippi Mud
 Rum Raisin
 Creole Cream Cheese
 Chocolate Almond
 Fudge Brownie
 Banana Nut
 Black Walnut
 Cotton Candy Crackle
 Quarterback Crunch
 Chocolate Chocolate Chip Cheesecake
 Caramel 'n' Cookies

Bright Choices

 Real Fruit Strawberry Sorbet

 Premium Churned Light Raspberry Chip
 Premium Churned Light Vanilla
 Premium Churned Light Milk Chocolate
 Premium Churned Dark Milk Chocolate
 Premium Churned Reduced Fat, No Sugar Added Butter Almond Crunch
 Premium Churned Reduced Fat, No Sugar Added Pineapple Coconut
 Premium Churned Reduced Fat, No Sugar Added Brownie Sundae

19
  Premium Churned Reduced Fat, No Sugar Added Caramel Turtle Truffle
 Premium Churned Reduced Fat, No Sugar Added Moose Tracks
 Premium Churned Reduced Fat, No Sugar Added Peanut Buttery Bar Blast
 Fat Free Vanilla Frozen Yogurt

V. Rewards and Recognition

1. In 2017, Baskin Robbins India was declared the "Most Popular ice cream brand" at
the Global Youth Marketing Awards. (Opportunity India)

2. In 2018, Baskin-Robbins Canada received the "Top of the Pyramid" award within the
Dunkin' organization, recognizing their outstanding sales and development
performance. (Baskin Robbins)

3. In 2022, Baskin-Robbins won a Graphic Design USA Award in the Branding category
for its brand refresh.

4. In 2023, Baskin-Robbins Australia won 11 medals, including a gold medal for their
Chocolate Mousse Royale, at the Royal Queensland Food & Wine Show's Ice-Cream,
Gelato & Sorbet awards. (QSR Media)

Baskin-Robbins: A History of Mergers and Acquisitions

Year Owner Event

1945 Burt Baskin & Irv Robbins Founded
1967 United Fruit Acquisition
1972 Public (IPO) Went public
1973 J. Lyons and Co. Acquisition
1978 Allied-Lyons Merger
1994 Allied Domecq Merger
2006 Private Equity Firms Acquisition & Merger with Dunkin' Donuts to form Dunkin' Brands, Inc.
2020 Inspire Brands Acquisition of Dunkin' Brands, Inc. (including Baskin-Robbins)
Present Inspire Brands Operating under Inspire Brands while maintaining distinct brand identity

20
Baskin-Robbins, the iconic ice cream chain famous for its "31 Flavors" slogan, has seen its
ownership structure shift dramatically throughout its history. Originally founded in 1945 by
brothers-in-law Burt Baskin and Irv Robbins, the company began as a single store in
California. However, their vision for an ice cream empire fueled by variety and a fun
atmosphere quickly led to expansion. By 1949, they had over 40 stores and purchased their
own dairy to ensure control over quality and flavor development.
The first major shift in ownership came in 1967, just before Burt Baskin's passing. The
company was acquired by United Fruit, a multinational corporation known primarily for its
banana production. This move provided Baskin-Robbins with access to resources and capital
for further international expansion. Under United Fruit, the company went public in 1972,
offering a portion of its ownership to the public through an initial public offering (IPO).
However, this period of public ownership was short-lived. In 1973, J. Lyons and Co., a
British food company, purchased Baskin-Robbins from United Brands. This acquisition
marked the beginning of a series of mergers that would define Baskin-Robbins' ownership
structure for the next few decades. In 1978, J. Lyons itself merged with Allied Breweries,
forming Allied-Lyons. Under this new ownership, Baskin-Robbins continued to grow
internationally, opening stores in countries like Japan and South Korea.
The 1990s saw another significant change in ownership. In 1994, Allied-Lyons merged with
Pedro Domecq, a Spanish beverage company. This merger created Allied Domecq, a giant in
the food and beverage industry, which now encompassed Baskin-Robbins as part of its vast
portfolio.
The year 2006 marked a turning point for Baskin-Robbins' ownership structure. Allied
Domecq made a strategic decision to sell both Baskin-Robbins and Dunkin' Donuts, another
popular food chain, to a group of private equity firms. This move led to the creation of
Dunkin' Brands, Inc., a company specifically focused on managing and growing these two
iconic brands. This merger allowed for a more streamlined and focused approach to
managing both chains while still capitalizing on their individual brand identities.
Finally, in 2020, Dunkin' Brands itself became part of an even larger entity. Inspire Brands, a
restaurant group already owning Arby's, Buffalo Wild Wings, and other chains, acquired
Dunkin' Brands for a staggering $11.3 billion. This acquisition solidified Inspire Brands'
position as the second-largest restaurant company in the US, bringing Baskin-Robbins under
its umbrella alongside other well-known food brands.
While Baskin-Robbins maintains its distinct brand identity and continues to offer its signature
ice cream treats, its journey from a small, family-owned business to a brand within a major
restaurant group demonstrates the dynamic nature of the corporate world. The various
mergers and acquisitions throughout its history have shaped Baskin-Robbins' growth,
providing resources and opportunities for international expansion while also influencing its
overall business strategy and operations within the broader food industry landscape.

21
 VI. Primary and Secondary Research

1. Number of Outlets in Mysore:

There are currently 3 outlets operating in Mysore.

 Vijayanagar

 Bannimantap

 Mall of Mysore

2. Cost Structure to open a single franchise:

Figure 10

22
Figure 11

Figure 12

23
 3. What is the budget that is allocated for your advertising purposes?
On the advertising and PR front, all the national advertising efforts are done by the
company," according to him. "These include things like introduction, celebrity expenses, PR
and launch-related expenses which are borne by the company. Local advertising is done on a
50:50 ration by both the company and the franchisee, but not exceeding 2% of the
franchisee turnover.

4. Fee and payback

Baskin Robbins charges a 5.9% royalty on your monthly gross sales according to their
franchising information [Baskin Robbins Franchise Cost & Opportunities 2024]. This means
for every dollar of ice cream and treats you sell, you'll pay 5.9 cents to Baskin Robbins as a
fee for using their brand and business model.
It's important to note that this is just one aspect of the financial commitment involved in
franchising with Baskin Robbins. Here's a quick recap of other fees to consider:

 Initial Franchise Fee: This is a one-time fee you pay upfront to acquire the franchise
rights. For Baskin Robbins, it's $25,000 [Baskin Robbins Franchise Cost &
Opportunities 2024].
 Advertising Fee: In addition to royalties, Baskin Robbins franchisees contribute a 5%
advertising fee towards the brand's national marketing efforts [Baskin Robbins
Franchise Cost & Opportunities 2024].

5. Expanding Your Reach: Establishing an Ice Cream Franchise Outlets:

 Finding the Prime Location: Selecting the right location is crucial for the outlet's
success. The franchise offers invaluable support through their business development
team. These specialists possess expertise in evaluating potential sites. They'll consider
factors like:
o Foot Traffic: A high volume of pedestrian traffic near your outlet translates to
more potential customers. Shopping malls, busy streets, and areas with high
foot traffic from tourist attractions are ideal considerations.
o Demographics: Understanding the demographics of the surrounding area
helps tailor your offerings. Knowing the age groups, income levels, and family
dynamics in the area allows you to stock flavours and products that resonate
with your target audience.
o Competition: While healthy competition can be stimulating, an oversaturated
market might impact your sales. The business development team will analyze
competitor offerings and pricing strategies within a certain radius of your
chosen location.

24
  Navigating the Approval Process: Once we have identified a suitable location with
the help of the development team, it moves to the approval stage. This involves
presenting your chosen site to the franchise's south head for their evaluation. After
receiving their green light, the formal agreement process commences.

6. Investment Considerations: The Cost of Your Ice Cream Dream

The initial investment required to open your franchise outlet varies depending on two key
factors:
 Square Footage: The size of your chosen location significantly impacts the overall
cost. Larger outlets with more seating and display areas will naturally require a higher
investment compared to smaller, more compact spaces.
 Regional Variations: Costs associated with rent, construction, and permits can vary
depending on the specific location within Mysore. The franchise might offer guidance
on average costs based on historical data from previous openings in the city.
7. Standardization with a Twist: Franchise Models and Brand Guidelines
The franchise offers a range of 3-4 pre-defined outlet models. These models cater to various
investment levels and physical space limitations. The business development team, along with
your input, will assess your chosen location and recommend the most suitable model that
aligns with the local market and your budget.
However, complete autonomy isn't the name of the game. Brand consistency is paramount for
the franchise. To ensure this, they have established Brand Guidelines (BR) that all outlets
must adhere to. These guidelines cover aspects like:
 Interior Design and Ambiance: Specific design elements and layouts might be
prescribed to create a consistent and recognizable brand experience across all outlets.
 Signage and Branding: The franchise will likely have specific requirements for
signage, logos, and overall visual identity to maintain brand recognition.
 Menu Offerings and Flavours: While some flexibility might exist, the franchise
might have core products and specific flavour offerings that all outlets must carry.

8. Beyond Summer Scope: Maintaining Sales Throughout the Year

Ice cream sales naturally experience peaks during the summer months. However, this
established franchise boasts a loyal customer base and a well-recognized brand name, which
they credit for maintaining consistent sales throughout the year, even during winter.
Furthermore, the franchise acknowledges the possibility of seasonal dips and has proactive
measures in place to address them:

25
  The Power of Promotions: A dedicated promotions team exists to develop and
implement strategies that stimulate sales during off-peak seasons. These strategies
might include:
 Discounts and Special Offers: Temporary price reductions or bundled offers on ice
cream products can entice customers to visit your outlet during colder months.
 Limited Edition Flavors: Introducing special seasonal flavors, perhaps inspired by
fall ingredients or festive themes, can create a sense of novelty and attract new
customers.

9. From Factory to Freezer: The Franchise's Robust Supply Chain

Ensuring a consistent supply of high-quality ice cream is crucial for your outlet's success.
This franchise has a well-established supply chain that guarantees freshness and quality
control.
 Centralized Production: The franchise operates a central production facility located
in Pune. This facility employs rigorous quality control measures to ensure consistency
in flavor and texture across all outlets and they have a tie up with the vendor for
logistics knows as Snowman. Where the ice-creams are transferred at -18 degrees.
 Efficient Distribution Network: Ice cream produced at the Pune facility is then
transported to a central warehouse in Hosakote, Bangalore. This warehouse acts as a
hub for distribution to all outlets in Bangalore, Mysore.

10. What is the training period for the employees who works at the stores?
-Normally it is 3 to 4 days to couple of weeks.

11. Asked about exit options?

-We buy back 100% of the merchandise, which incidentally no other franchisor does. Hence
the franchise has most no liability expect the cost of the interiors which in any case is quite
basic. He also gets back Rs.6 to 7 lakhs refundable deposit.

26
COMPETITOR ANALYSIS:

Why Baskin Robins?

Brand Recognition:
 BR: Strong brand recognition with a long history (founded 1945). Widely recognized
for its 31 flavours and variety.
Competitor analysis:
 Polar Bear: May have regional recognition depending on location, but not as
widespread as BR.
Product Range:
 BR: Offers a wide variety of ice cream flavours (31), cakes, sundaes, and beverages.
Known for constant flavour innovation.
 Polar Bear: Might offer a more focused selection of ice cream flavours and treats.
Franchise Support:
 BR: Established franchisor with a proven system for franchisee training and ongoing
support.
 Polar Bear: Support structure might vary depending on the franchise, so research
individual franchise offerings.

Target Market:
 BR: Broad target market appealing to families, children, and adults with a sweet
tooth.
 Polar Bear: Target market might be more specific depending on their brand focus
(e.g., premium ice cream, healthier options).
Cost:
 BR: Upfront fees and ongoing royalties might be higher due to the established brand
name.
 Polar Bear: Potential for lower initial investment depending on the franchise
structure.
Here's how this can help you decide:

27
  If brand recognition and a proven system are important to you, BR might be a better
choice.
 If you prefer a potentially lower initial investment and a more specific market focus,
Polar Bear could be worth considering.

VII. Findings and Recommendations

Introduce Earthen Pot Kulfi: Baskin-Robbins can consider introducing an earthen pot kulfi
product in their menu, as it can evoke cultural sentiments and attract customers, especially in
regions where the use of earthen pots is common.
Expand Flavour Range: Baskin-Robbins can add a variety of seasonal flavours to their
menu to cater to local preferences and attract customers who are looking for unique and
limited-time offerings. This can create a sense of excitement and encourage repeat visits.
Form Strategic Partnerships: Baskin-Robbins should explore tie-ups with local distributors
and retail chains in different countries to expand their presence beyond reliance on a single
grocery chain. Partnerships with popular platforms like Big Basket and Amazon can help
reach a wider customer base and increase sales.
Targeted Promotions: Instead of reducing prices, Baskin-Robbins can offer targeted
promotions and discounts to specific customer segments. For example, offering more
coupons or loyalty rewards to college students can attract a younger demographic and
encourage customer loyalty.
Optimize Supply Chain: Baskin-Robbins should review their supply chain and storage
practices to ensure the freshness and quality of their products. It is important to maintain a
balance between storing an adequate inventory and supplying based on demand to minimize
wastage and maintain customer satisfaction.
Advertising and Branding: Baskin-Robbins should invest in targeted advertising campaigns
to increase brand awareness in international markets. They can leverage social media
platforms, local influencers, and traditional advertising channels to reach their target
audience effectively.
Streamline Franchisee Selection Process: Implement a rigorous selection process to ensure
that franchisees have the necessary qualifications, experience, and financial capability to
successfully operate a Baskin-Robbins franchise. This can include conducting thorough
background checks, assessing business acumen, and providing comprehensive training and
ongoing support.
Encourage Multi-Unit Ownership: Promote opportunities for successful franchisees to
expand their ownership by opening multiple Baskin-Robbins locations. Offering incentives
such as reduced franchise fees or financing assistance can motivate franchisees to invest
further in the brand and build a stronger presence in their respective markets.

28
Menu Innovation: Baskin-Robbins can enhance their menu by consistently introducing new
and unique flavors. They can experiment with innovative combinations, cater to dietary
preferences (e.g., vegan or gluten-free options), and offer limited-time promotions to create
excitement and encourage repeat visits.

VIII. Baskin Robbins SWOT Analysis (The Strategy Story, n.d.)

Strengths:
 Brand recognition and heritage: Baskin Robbins boasts a long and successful
history dating back to 1945, making it one of the most recognizable ice cream brands
globally.
 Extensive flavor variety: Baskin Robbins is famous for its vast selection of flavors,
offering over 31 choices and introducing new ones regularly. This caters to diverse
customer preferences and keeps things exciting.
 Global presence: With a presence in over 50 countries and thousands of locations,
Baskin Robbins has a significant global footprint, making it a familiar favorite in
many regions.
 Franchise model: The franchise business model allows for rapid expansion and
scalability. Baskin Robbins benefits from the investment and entrepreneurial spirit of
franchisees.
Weaknesses:
 Market Saturation: Particularly in the US, the ice cream market is saturated with
competitors, including specialty shops, supermarkets with private label brands, and
artisanal ice cream makers.
 Dependence on franchisees: While the franchise model fuels growth, it also presents
a risk. The success of each location relies heavily on the franchisee's management and
execution.
 Limited availability: Baskin Robbins products are primarily available at their own
stores and cafes. They have minimal presence in supermarkets or delivery services,
potentially limiting access for some customers.
 Pricing: Baskin Robbins' premium positioning and extensive flavor range may result
in higher prices compared to some of its competitors. This could potentially limit its
customer base, particularly in price-sensitive markets.
Opportunities:

29
  Innovation: Baskin Robbins can leverage its brand strength to explore new product
lines, catering to dietary restrictions (vegan, gluten-free) or offering healthier options
with lower sugar content.
 Online Ordering and Delivery: Expanding online ordering and delivery services can
significantly increase convenience and accessibility for customers, especially in
regions with limited store presence.
 Targeted Marketing: Baskin Robbins can target specific demographics with
customized marketing campaigns to promote non-seasonal offerings and encourage
year-round sales.
Threats:
 Competition: The ice cream industry faces stiff competition from established brands
such as Polar Bear, Ben & Jerry’s and new entrants offering premium or artisanal
products. This can put pressure on Baskin Robbins' market share.
 Health and Wellness Trends: The growing focus on health and wellness could lead
to reduced demand for traditional, high-sugar ice cream products.
By understanding these strengths, weaknesses, opportunities, and threats, Baskin Robbins can
develop strategic plans to solidify its position in the ice cream market, innovate and adapt to
changing consumer trends, and maintain its status as a beloved brand.

IX. Managerial Implications

A. Expanding Reach and Outlets:

 Given the current saturation with only three outlets in Mysore, there is room for
expansion. Identifying prime locations with high foot traffic, favorable demographics,
and manageable competition is crucial.
 The franchise should leverage its business development team to scout potential
locations and navigate the approval process efficiently to capitalize on market
opportunities.
B. Investment Considerations:
 Understanding the investment required for opening a franchise outlet is essential.
Given the variation in costs based on square footage and regional factors, conducting
thorough market research and financial analysis before committing to a location is
recommended.
 Providing potential franchisees with transparent information about average costs and
potential returns can facilitate decision-making and attract investment.

30
C. Brand Consistency and Standardization:
 While offering a range of pre-defined outlet models, maintaining brand consistency is
paramount. Adhering to brand guidelines regarding interior design, signage, branding,
and menu offerings ensures a unified and recognizable brand experience across all
outlets.
 Providing support and resources for franchisees to implement brand guidelines
effectively can help uphold the brand's image and reputation in the local market.
D. Marketing and Promotion Strategies:
 Recognizing the need to maintain sales throughout the year, especially during off-
peak seasons, calls for proactive marketing and promotion strategies.
 Developing targeted promotions, discounts, and limited edition flavors can stimulate
customer interest and drive foot traffic to outlets, even during colder months.
 Leveraging digital marketing channels and social media platforms to reach and
engage with customers can enhance brand visibility and awareness, ultimately
boosting sales.
E. Supply Chain Efficiency:
 Ensuring a consistent supply of high-quality ice cream is essential for customer
satisfaction and retention.
 Streamlining the supply chain process, from centralized production to efficient
distribution, helps maintain freshness and quality control across all outlets.
 Continuously monitoring and optimizing the supply chain for efficiency and cost-
effectiveness can improve operational performance and profitability.
F. Competitor Analysis and Strategic Positioning:
 Understanding the strengths and weaknesses of competitors like Polar Bear enables
Baskin Robbins to differentiate its offerings and value proposition.
 Emphasizing Baskin Robbins' strong brand recognition, extensive product range, and
franchise support system can attract potential franchisees and customers.
 Communicating the benefits of investing in a Baskin Robbins franchise, such as brand
heritage, innovation, and broad target market appeal, can help position the brand
competitively in the market.

X. Outlook for the Future (Hotelier India, n.d.)

Expansion and Market Focus

31
Baskin Robbins, under the leadership of Graviss Foods Pvt Ltd, is poised for significant
growth within India and the SAARC region. The company's ambitious target of reaching
1,000 stores by 2024 signifies a pivotal moment in its expansion journey. This strategic focus
prioritizes not only major metropolitan centers but also tier 2 and 3 cities, catering to a
broader customer base.

Product Innovation and Brand Development

Baskin Robbins recognizes the importance of continuous product development. Their
dedication to innovation is evident in the recent launch of a variety of new ice cream cakes
and desserts. This commitment to fresh offerings strengthens brand appeal and caters to
evolving consumer preferences.

Investment and Infrastructure

Baskin Robbins is not only expanding its store network but also investing in infrastructure to
meet growing demand. The establishment of a new factory in India with a Rs 100 crore
investment in 2022 demonstrates their commitment to maintaining high-quality product
delivery. Additionally, the brand's expansion beyond traditional parlors into over 4,000 retail
outlets showcases their adaptability to changing market dynamics.

Franchise Network and Workforce Development

Baskin Robbins leverages a robust franchise network to fuel its growth strategy. The
company actively strengthens its relationship with these franchises to ensure brand
consistency and customer satisfaction across a vast network. Furthermore, Baskin Robbins
invests in its sales force through skill development programs. This ensures alignment with the
brand's values and fosters a culture that prioritizes exceptional customer service, ultimately
driving repeat business.
Baskin Robbins, recognizing India's projected economic rise, aims to capitalize on the
nation's growing affluence. The company emphasizes its commitment to providing high-
quality ice cream and desserts in accessible locations throughout the country. By achieving
their goal of becoming the largest ice cream parlor chain in India, Baskin Robbins aspires to
not only contribute to economic growth but also spread a little happiness with every scoop.

XI. Learnings from Project

A. Group Learning

32
Working collaboratively on this project about Baskin-Robbins has been a valuable learning
experience for our group. Throughout the process, we have gained insights into various
aspects of the company, its history, financial strengths and constraints, its product portfolio
etc. Here are some key learnings that we have acquired as a group:
1. Comprehensive Understanding of Baskin-Robbins:
2. Financial Analysis:
3. Franchise Business Model:
4. Global Branding and Market Expansion:
5. Product Portfolio and Customer Satisfaction:
6. Importance of Market Trends and Adaptation:
7. Professional Report Writing:

Our group's collaborative effort in researching and analyzing Baskin-Robbins as part of this
project has provided us with a comprehensive understanding of the company and its
dynamics. The project work had provided us with the opportunity to apply classroom
learnings in practical interactions. We have gained insights into financial analysis, the
franchise business model, global branding, product portfolio, market adaptation, and
professional report writing. These collective learnings have equipped us with valuable
knowledge and skills that can be applied to future endeavors in the business and management
field.

B. Individual Learning

1. Alif Ahsan: 23118

Being a PGDM student, the project work has provided me a wonderful opportunity to
understand various aspects of the company/business which we had selected i.e. Baskin
Robbins. These aspects cover Baskin Robbin’s profile, objectives, strengths, weakness,
opportunities, threats, operations, product portfolio, managerial implications, and future
plans. The project work included primary research activities which included direct interaction
with Employees. It turned out to be a great medium to understand how actually things work
in business.

2. Mahitha R: 23139
We took a close look at how Baskin Robbins runs its business. This included understanding
how they buy things they need from suppliers and how they make sure customers are happy
with their ice cream. We studied how Baskin Robbins operates within the ice cream industry.
This involved learning about their strategies for growing their brand around the world and
making their ice cream available in different places. We also looked at how Baskin Robbins
manages its employees and works with other companies in the ice cream business. This
includes how they position themselves in the market and how they map out their supply chain

33
to make sure everything runs smoothly. Lastly, we brainstormed ideas to help Baskin Robbins
solve any problems they might be facing and find new ways to grow. These discussions gave
us some great insights into how Baskin Robbins can continue to improve and expand in the
future.

3. Vaidehi V: 23165
This comprehensive project on Baskin-Robbins in the context of international business offers
several valuable learnings. I have gained insights and a lot of information from this project
work. It helped me understand Baskin Robbins' position within the worldwide ice cream
market which was made possible by examining market reports, industry publications, and
academic studies. I gained an awareness of Baskin Robbins' global operations through
integrating primary results with secondary data which can be used to create strategies for
long-term growth and market leadership. This project helped me understand historical
advancements, broader trends, and economic frameworks surrounding international business.
There are many other factors that I gained through the project such as:

 A major factor in Baskin-Robbins' success is its franchising business strategy. This

makes it possible to expand quickly with a smaller sum invested because it uses each
franchisee's resources and spirit of entrepreneurship.

 I learnt that strong brand recognition is a valuable asset. Baskin-Robbins' long history
and established reputation for quality ice cream translate to customer loyalty and a
competitive advantage in new markets. It emphasizes how important innovation and
recognition of a brand are to keeping a competitive edge in the global economy.

 The lasting success of Baskin-Robbins is attributed to its renowned "31 Flavors" idea,
as well as its capacity to consistently launch new flavors and adjust to shifting
consumer tastes.

 It helped me understand that successful marketing campaigns are essential for

introducing new items and building brand awareness. The global reach of Baskin-
Robbins highlights the necessity of customizing product offers and marketing tactics
to effectively appeal to a wide range of consumers.
Overall, I learnt the complex dynamics of conducting international business and
emphasizing the value of brand management, innovation, and strategic alliances in effectively
navigating international markets.

4. Yashaswini M: 23172
Through the Baskin Robbins franchise survey, as a PGDM student, I have gained valuable
insights into the complexities of international franchising. Key learnings include analysing

34
Baskin Robbins' adaptation of the franchise model for the Indian market, understanding the
criteria used for selecting international franchisees, and assessing the balance between
standardization and localization. Additionally, the survey highlighted the importance of
effective supply chain management to support the Indian franchise network and the
challenges posed by cross-cultural communication and the local legal and regulatory
environment. By focusing on specific details, quantifying findings wherever possible, and
connecting these learnings to broader concepts in international business, such as franchise
management, cross-cultural communication, and global supply chain management, this
experience has significantly enhanced my understanding of international franchising
dynamics.

35
 XII. Conclusion

In conclusion, Baskin-Robbins, a globally recognized ice cream and cake specialty company,
has established itself as a prominent player in the industry with a rich history dating back to
1945. Throughout the years, the company has demonstrated several financial strengths and
constraints that have shaped its operations and contributed to its success in the marketplace.
One of the key financial strengths of Baskin-Robbins is its global brand recognition. The
company's long-standing presence and reputation have made it synonymous with quality and
variety in the ice cream industry. This brand recognition not only fosters customer loyalty but
also provides a competitive edge, attracting and retaining a substantial customer base.
Furthermore, Baskin-Robbins has successfully implemented an established franchise system,
which has facilitated its rapid expansion with lower capital investment. By leveraging the
resources and entrepreneurial spirit of individual franchisees, the company has been able to
grow its presence both domestically and internationally. The revenue generated from
franchise fees and royalties has significantly contributed to the financial stability of the
company.
Another aspect that has contributed to Baskin-Robbins' success is its diversified product
offering. With a wide range of ice cream flavors, cakes, beverages, and sundaes, the company
caters to a diverse customer base, appealing to different tastes and preferences. This
diversified product lineup has increased Baskin-Robbins' sales potential and allowed it to
capture a larger market share.
While Baskin-Robbins has demonstrated notable financial strengths, it also faces certain
constraints. As a franchise-based business, the company relies on the performance and
commitment of its franchisees. Maintaining consistent quality and customer experience
across all locations can be a challenge, requiring effective communication and monitoring
systems.
In conclusion, Baskin-Robbins' success in the ice cream industry can be attributed to its
global brand recognition, established franchise system, and diversified product offering.
These strengths have positioned the company as a leader in the market. However, it is
essential for Baskin-Robbins to continue addressing any constraints it faces and adapt to
evolving consumer preferences and market trends to maintain its competitive edge in the
future.
Overall, studying the journey and financial aspects of Baskin-Robbins as part of this project
has provided valuable insights into the dynamics of a successful multinational company. By
analyzing its strengths and constraints, we can gain a deeper understanding of the factors that
contribute to sustainable growth and profitability in the food and beverage industry.

36
37
 XIII. References:

Wikipedia, Baskin-Robbins: https://en.wikipedia.org/wiki/Baskin-Robbins

Baskin-Robbins, Fact sheets, Our story: https://news.baskinrobbins.com/about
U.S. Securities and Exchange Commission, Form 10-K:
https://www.sec.gov/Archives/edgar/data/1357204/000135720420000015/dnkn-
20191228x10k.htm
https://www.gcrmag.com/dunking-donuts-global-expansion/#:~:text=There%20are
%20currently%20more%20than,sales%20topped%20US%248.8%20billion.
https://www.daytranslations.com/blog/dunkin-donuts-global-marketing/
https://www.sec.gov/Archives/edgar/data/1357204/000135720420000015/dnkn-
20191228x10k.htm
https://www.annualreports.com/Company/dunkin-brands-group
https://simple.wikipedia.org/wiki/Baskin-Robbins
https://www.opportunityindia.com/article/baskin-robbins-wins-a-popular-award-15788
https://www.baskinrobbins.ca/press-releases/baskin-robbins-canada-receives-distinguished-
award-recognition-continued-growth-canada/
https://changeupinc.com/baskin-robbins-wins-gdusa/#:~:text=Baskin%2DRobbins%20takes
%20home%20a,to%20their%2031%20flavor%20heritage.
https://qsrmedia.com.au/in-community/more-news/baskin-robbins-bags-11-medals-royal-
queensland-food-wine-show
https://thestrategystory.com/blog/baskin-robbins-swot-analysis/
https://www.hotelierindia.com/fb/baskin-robbins-plans-to-open-1000-stores-by-2024-
becoming-the-largest-ice-cream-parlour-chain-in-india#:~:text=With%20an%20extensive
%20presence%20across,franchise%20network%20to%20drive%20growth.

38
 XIV. Appendices

1. Questionnaire for Research

39
2. Summary of Responses
Q1 How often do you consume Baskin-Robbins products?

Figure 13

Frequency of Consumption
3%
12%
Regularly (More than 10
times a month)
Occasionally (3-9 times a
month)
Rarely (Less than 2 times a
month)

85%

40
Q2 How do you prefer to consume Baskin-Robbins products?

Figure 14

Mode of Consumption
12%

Dine-in
18% Does not Matter to me
Zomato/Swiggy

71%

Q3 What quality of Baskin-Robbins makes you it's regular customer?

Figure 15

Qualities liked by customers

21%
26%

Flavour
Taste
Hygiene
Quality
15%

38%

41
Q4 What do you think are the areas which Baskin-Robbins should improve?
Figure 16

Improvements according to cus-

tomers
12% 12% Number of Outlets
3% NA
Price
18% Quantity
18% Service
Varieties

38%

42
3. Snapshots of Visit

43