ISSUE OF THE MONTH - DESIGN & QSR's PART 3
Baskin-Robbins has undergone a design overhaul. In part 3 of this series we talk to Ian Martin about how they went about it.
QSR Media: What elements did you think about when transforming your store design?
Ian: Baskin-Robbins’ new international restaurant design needed to shape the look and experience of the brand for the future in markets around the globe. It was important for the new elements to feel modern and different, but it was also vital that our restaurants maintained a distinctive Baskin-Robbins look and feel – they had to be fun, welcoming places for guests to enjoy our wide range of ice cream flavours and frozen treats.
Some of the new restaurant features that meet this criteria are the new ‘pink spoon’ door handles, textured walls reminiscent of Baskin-Robbins waffle cones, and the curved, lounge-style seating. To complement these fun, playful features with a contemporary feel, we added in the sleek LCD displays, digital menu boards, as well as the beautiful, oversized product photography.
We also thought about construction costs, which is obviously an important element for us as well as our potential Franchise Partners. We want to be able to build and remodel many more restaurants, so the new design concept needed to be accessible to existing and potential Franchise Partners, without compromising on the contemporary design.
QSR Media: How does it change the customer experience?
Ian: With the new design, Baskin-Robbins’ guests are able to further interact with the brand in a light-hearted, visually engaging and appealing environment. The warm lighting around the comfortable seating areas sets our restaurants up for a welcoming place where new flavours and frozen treats can be discovered. We believe the “Happy 1.0” design further encourages guests to visit our restaurants for any occasion.
QSR Media: The new store design, how would you describe it?
Ian: The new international restaurant design really evokes the ‘Three-H’s’ of Baskin-Robbins’ brand image: Heritage, Hospitality and Happiness. It is a welcoming, comfortable place with a contemporary look and feel where our guests can enjoy Baskin-Robbins’ delicious range of ice cream flavours and frozen treats
QSR Media: What kind of feedback have you received so far?
Ian: We have received a lot of positive feedback from guests, who really enjoy returning to our restaurants again and again. They love the new lounge-style seating and displays. Our Franchise Partners have also responded very positively. The look is really unique to our brand and allows guests to enjoy their experiences with our ice cream products in a comfortable, relaxing and appealing environment.
