Baskin-Robbins takes on the ice cream man

07.19.17

It sounds messy, but Baskin-Robbins says it can do it – deliver ice cream in the heat of summer to customers’ front doors. According to Bloomberg, more than 600 Baskin-Robbins U.S. stores are now delivering scoops of ice cream, milkshakes, sundaes and cakes through DoorDash Inc.

“Convenience and immediate gratification – they are huge customer needs. Customers today want what they want, when they want it,” said Carol Austin, vice president of marketing at Baskin-Robbins.

The chain, owned by Dunkin’ Brands Group Inc., had previously tested the service in about 60 locations in Los Angeles and Chicago. Now, stores are on board in 22 cities, including New York, Dallas, San Francisco and Seattle.

While many chains have moved to deliver burgers, chicken and fries, delivering ice cream has remained largely elusive. DoorDash is using insulated carriers to ensure the treats arrive intact. Patrons must use the DoorDash mobile app or website to place orders for Baskin-Robbins products, and there are delivery fees that start at $2.99 and average about $5.

Baskin-Robbins will look to expand the service to all of its 2,500 U.S. locations as DoorDash grows. It may also consider working with other third-party companies.

“We are interested in doing whatever we can to expand it. We are working to get it to everyone,” said Austin. (Source: Bloomberg)


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