Baskin-Robbins Expands in Atlanta
Wednesday, March 25th, 2009Baskin-Robbins plans to rapidly expand in Atlanta with the goal of opening more than 60 new stores over the next several years. This expansion campaign is designed as part of a plan to double Baskin-Robbins’ U.S. presence over time and is based on a diversified concept portfolio, expanded and comprehensive menu, and system-wide operational simplicity.
“We are excited to provide large-area developers with premium territories to maximize their region’s potential and set the direction of the market’s growth,†said Salman Siddiqui, vice president of franchising and development, Baskin-Robbins.
Baskin-Robbins opened more than 600 stores globally in 2008, marking the highest single-year new unit openings in the company’s history. With a domestic footprint of more than 2,700 locations, Baskin-Robbins currently operates four locations in and around Atlanta and 35 stores across Georgia. Baskin Robbins’ Atlanta launch is part of an aggressive growth strategy which includes expanding in existing markets including California, Florida and Texas, while continuing its growth in South Carolina, North Carolina and Indiana, to name a few.
Baskin-Robbins begins 2009 with a diversified concept portfolio that includes design concepts that will provide interested large area developers with flexible real estate options. The traditional concept is an updated version of the stand-alone store featuring all of Baskin-Robbins’ standard equipment and offerings. The recently launched BR Express concept is a simplified design offering a convenient and specialized solution for malls, sports arenas, airports or other real estate opportunities under 200 square feet. There is also the “Café 31†model that is currently in test and operates as a high-end dessert bar with unique ice cream and coffee products.
