Why Baskin-Robbins is in the business of selling experience
By focusing on experience, the brand saw six years of same-store sales growth.
Baskin-Robbins has achieved six years of consistent same-store sales growth by turning ordinary ice cream outings into extraordinary experiences.
Natasha Guiulfo, National Marketing Manager of Baskin-Robbins whilst they are in the business of selling ice cream, they are also selling a 'fun experience'. And by fun experience, she means Baskin-Robbins' various digital engagements where the brand attracts consumers to interact or buy their product through a rewards-based digital games.
“We look at value not only as a price point or a meal offering, but how can we make the most out of that guest experience to ensure they feel like their hard earnt dollars left them feeling like they got not only a sweet treat but also a sweet experience,” Natasha told QSR Media.
This focus is crucial as tight household budgets push consumers to seek more value beyond affordability.
“QSR has traditionally been a meal option which was something quick and easy. As household budgets get tighter, QSR’s role is changing and as many families look for more affordable options, they may be swapping their meals/ desserts at a restaurant for easier and more affordable options, turning to QSR,” Natasha explained.
“Focusing on the experience allows us to continue to not only offer value through products and offers but also with innovation and delivering the ultimate experience.”
A 2023 Nielsen study found that restaurants with top-notch service saw a 16% year-over-year revenue increase, driven by higher customer satisfaction and repeat visits.
“This is making us even more laser-focused on the interaction with guests, not only in-store but also online, as experience continues to play an important role for us in attracting and retaining guests,” Natasha said.
Innovation
Natasha noted that Baskin-Robbins’ six-year streak of same-store sales growth is driven by product innovation and strategic partnerships.
These partnerships have ranged from film partnerships to branded product partnerships, such as Baskin-Robbins' current tie-up with Biscoff. Aside from typical limited-edition products, Baskin-Robbins also engages consumers through digital avenues.
Last year, Baskin-Robbins partnered with Universal Pictures for the launch of Trolls Band Together. Taking elements from the movie, Baskin-Robbins created a customised mobile site that hosted a gamified experience filled with vibrant visual elements, beloved characters, a custom track and playful copy.
The brand enticed customers with a range of prizes, including a trip to Singapore, free treats and collectable Trolls wallpapers that motivated repeat plays.
“Through this, we are getting guests to engage not only with our brand but equally with our partners, adding value through the experience and then there’s also always something tangible in it for them as the end goal is to win a prize – either a major prize such as a holiday, or product,” Natasha said.
Join Natasha and other marketing leaders on 23 September at the QSR Media Conference & Awards 2024 for the Strategic Brand Activation and Engagement Panel. This discussion will explore leveraging brand activation, meal deals, partnerships, and merchandise to create memorable customer experiences and drive daily sales while staying relevant to today’s consumers.”
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