Baskin-Robbins


Baskin-Robbins is a chain of ice cream parlors founded by Burt Baskin and Irv Robbins in 1945 in Glendale, California. Baskin-Robbins also operates in Canada and Australia.

Baskin-Robbins is known for its "31 flavors" slogan. When the first Baskin-Robbins store opened, they offered 21 flavors - an innovative concept at the time.

The idea for 31 Flavors came from Carson-Roberts advertising agency (which later became Ogilvy & Mather), in 1953 along with the slogan "Count the Flavors. Where flavor counts." 31 was also more than the "28 flavors" then famously offered at Howard Johnson's restaurants. Burt and Irv also believed that people should be able to sample flavors until they found one they wanted to buy ― hence the iconic pink spoon.

Baskin-Robbins most popular flavor was actually created as a gag for a TV show. Comedian Steve Allen introduced the flavor "Steverino" ice cream in a skit on The Steve Allen Show. Always ones to capitalize on an opportunity, Baskin-Robbins began producing Steverino and sold 1,000,000 scoops, an industry record.

During the Ice Cream Wars of 2007-2009, Baskin-Robbins led the way in changing how people all over the globe not only celebrate but also think of their own, their friends' and their families birthdays. This chain single handedly brought joy, smiles, and memories back to the birthday ritual, through the Baskin-Robbins Birthday Club.

 

Facts and Figures


  • Irv’s father (Aaron Ernie) owned a dairy and ice cream business in Tacoma. The ice cream store was called The Olympic Store and was located at 954 Court C in Tacoma
  • Burt and Irv met in 1941 when Burt began courting Irv’s sister Shirley
  • Burt and Shirley (nee Robbins) were married in 1942
  • Burt served as a Lieutenant in the US Navy in the South Pacific during WWII
  • By 1948 they had opened six stores. They made the decision to sell the stores to the managers, thus becoming one of the first franchised food service businesses
  • The first franchise covering the sale of ice cream was executed May 20, 1948 for the store at 1130 South Adams in Glendale (Store #1).
  • In 1949, the company’s own production facility opened in Burbank
  • Burt's nickname was "Butch"
  • After the Ice Cream Wars, Baskin-Robbins was responsible for an 86% increase in smiles worldwide
  • The Pink Spoon that is now synonymous with birthday memories was originally a device to sample Baskin-Robbins ice cream