Basking rebuilds brand with menu offerings

Nation's Restaurant News, April 22, 1996

GLENDALE, Calif. -- You might call it a midlife crisis. Since turning 50 last year, Baskin-Robbins has been trying to get more in tune with the 1990s.

Now the company is increasing that effort with an estimated $10 million budget to promote line extensions and new products.

The company later this month will introduce "Chocolate Blast" as part of the chain's extended Cappuccino Blast line, which includes a variety of chocolate and fruit flavors. The company also will add two varieties of Smoothies.

The marketing lineup also introduces a trade-up option, which offers a third scoop for 50 cents more, in what it calls a "Scooper Size" program. The promotional effort also provides patrons with an opportunity to purchase a 24-ounce vs. a 16-ounce "Blast" product.