A time-honored treat gets a tasteful update


If you’re going to have ice cream, you might as well make a moment out of it. Specialty ice cream chain Baskin-Robbins is rolling out a new design concept, starting with a debut in Fresno, Calif., last fall. Among other treats, the fresh “Moments” store design includes a modernized menu with expanded topping station, an interactive wall mural, flexible seating, a garage door and window that can open to the outdoors and new digital menu boards. Baskin-Robbins worked with Ohio-based customer experience and branding agency WD Partners.

“The unveiling of our next generation store is a key milestone in Baskin-Robbins’ nearly 75-year history, and we’re so excited to give our guests a new and modernized experience when they visit Baskin-Robbins,” says Jason Maceda, senior vice president of Baskin-Robbins U.S. and Canada. “Our new ‘Moments’ design represents our brand purpose — to spark joy and optimism and help guests create joyful moments with family and friends while enjoying great-tasting ice cream and amazing flavor variety.”


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