Baskin-Robbins
An American multinational ice-cream and cake retailer known for its 31-flavor concept and extensive franchise network. A global ice-cream specialty chain built around flavour variety, seasonal indulgence and franchised dessert shops.
Last updated October 20, 2026
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Overview
Baskin-Robbins is an American multinational chain specializing in ice cream, frozen desserts, cakes and related celebration products. It was created in Southern California by brothers-in-law Burt Baskin and Irv Robbins, who had separately established ice-cream businesses during the 1940s. Robbins opened Snowbird Ice Cream in Glendale in 1945 with an unusually broad selection of 21 flavors, while Baskin opened Burton's Ice Cream Shop in Pasadena the following year. Their businesses expanded rapidly, and by the end of the decade they were operating dozens of stores and had acquired a dairy facility to obtain greater control over production. The two businesses were consolidated under the Baskin-Robbins name in 1953 following advice from the Carson-Roberts advertising agency. The agency proposed a 31-flavor identity, based on the idea that customers could choose a different flavor for every day of a typical month. The order of the founders' surnames was reportedly determined by a coin toss. The concept became the central promise of the brand, although the company has introduced far more than 31 flavors over its history, including seasonal, regional and limited-time varieties. Its visual identity has also emphasized the number: the letters in the classic BR mark form a stylized “31.” Baskin-Robbins developed a distinctive retail experience built around variety, sampling and playfulness. Stores used pink and brown colors, polka dots and clown imagery, while small tasting spoons encouraged customers to try flavors before purchasing. The chain differed from traditional soda fountains and ice-cream parlors by focusing more heavily on takeout and retail service than on prolonged in-store dining. Franchising allowed the business to expand beyond Southern California and eventually into international markets. By the early twenty-first century, Baskin-Robbins had become one of the world's largest dedicated ice-cream shop networks. The brand passed through several corporate ownership structures. It was acquired by United Fruit Company in 1967, became publicly traded in the early 1970s, and subsequently came under J. Lyons, Allied Breweries, Allied-Lyons and Allied Domecq. Baskin-Robbins later operated within Dunkin' Brands alongside Dunkin'. Dunkin' Brands was acquired by private-equity firms in 2006 and became independent again in 2012. Inspire Brands acquired Dunkin' Brands in 2020, bringing Baskin-Robbins into its current restaurant-brand portfolio. In the United States, the brand extended beyond shops during the 2010s, entering supermarket distribution in 2014 and expanding delivery through DoorDash in selected cities in 2017. International operations adapt the menu to local tastes, with examples including red bean, lychee, blackcurrant and cantaloupe flavors. In several Asian markets, the chain is commonly known simply as “31” or “31 Ice Cream.” The company has also added non-dairy and vegan offerings, reflecting changes in dietary preferences. In 2022, it introduced an updated logo and the “Seize the Yay” tagline. Baskin-Robbins remains primarily a franchised, globally distributed dessert retailer, with more than 7,800 locations reported in reference material, although the exact current count and market mix may change over time.
History
Baskin-Robbins developed from two independent Southern California ice-cream businesses. Irv Robbins grew up around the trade because his father operated an ice-cream shop, and he opened Snowbird Ice Cream in Glendale in 1945. The shop offered 21 flavors, already a substantial selection for a market in which chocolate, vanilla and strawberry dominated. Burt Baskin had made ice cream for fellow naval personnel during the Second World War and opened Burton's Ice Cream Shop in Pasadena in 1946. The two men became brothers-in-law and began expanding their operations together. Their associated businesses grew quickly. They had six shops by 1948 and more than 40 by 1949. That year they acquired a dairy in Burbank, giving the developing chain greater control over ingredients and production. Initially, the founders maintained separate store identities, but in 1953 an advertising recommendation led them to combine the businesses as Baskin-Robbins 31 Ice Cream. The number 31 expressed the promise of a different flavor for each day of the month. The surname order was selected by a coin toss, according to the commonly reported account. The chain's early differentiation was both culinary and experiential. It introduced a broad and frequently changing selection, seasonal flavors and monthly features. Stores used pink and brown decoration, polka dots and clown imagery to communicate fun and informality. Sampling spoons made tasting part of the purchase process and helped customers navigate the unusually large menu. The company also emphasized takeout, distinguishing its stores from traditional ice-cream parlors and soda fountains. Franchising became the principal mechanism for national and international expansion, eventually creating a network of thousands of locations. From 1949 to 1962, the corporate entity was known as Huntington Ice Cream Company. It reverted to the Baskin-Robbins name on November 26, 1962. The founders remained involved until 1967, shortly before Burt Baskin's death, when United Fruit Company acquired the business for a reported amount. United Brands later sold 17 percent of the company through a 1972 public offering. In 1973, J. Lyons and Company acquired Baskin-Robbins and the publicly held shares. Subsequent corporate changes brought the business into Allied Breweries, Allied-Lyons and then Allied Domecq. In the mid-1990s, Baskin-Robbins became part of the Dunkin' Brands structure, operating alongside Dunkin' Donuts. The chain faced challenges in the early 2000s as it sought to maintain relevance and traffic. Private-equity firms Bain Capital, Thomas H. Lee Partners and The Carlyle Group acquired Dunkin' Brands in 2006. That year Baskin-Robbins revised its logo to emphasize the 31 hidden within the BR initials. Dunkin' Brands became independent of those investors in 2012, and the restaurant group pursued renewed store development, including co-branded locations with Dunkin'. The brand also broadened its distribution model. In 2014 it entered U.S. supermarkets, allowing consumers to buy branded ice cream outside its shops. In 2017 it added DoorDash delivery in 22 American cities. Internationally, the chain adapted products to local preferences and became especially associated with the name “31” in many Asian markets. In 2019 it introduced vegan and non-dairy flavors, while a South Korean promotional advertisement for the Pink Star flavor was withdrawn after criticism concerning the portrayal of a child model. Inspire Brands acquired Dunkin' Brands in December 2020. Baskin-Robbins subsequently introduced a refreshed identity and the “Seize the Yay” tagline in 2022. Reference material describes the chain as having more than 7,800 locations across a large number of countries, although location totals and market participation are subject to change.
- 2022
New logo and Seize the Yay identity
[1]The brand launched an updated logo and the “Seize the Yay” tagline.
- 2020
Inspire Brands acquires Dunkin' Brands
[1]Baskin-Robbins joined Inspire Brands after completion of the Dunkin' Brands acquisition.
- 2019
Non-dairy and vegan flavors are introduced
[1]The chain expanded into plant-based and non-dairy frozen dessert options.
- 2018
Baskin-Robbins Got Me Like campaign
[6]The brand used GIFs, animation and meme-oriented social content in a campaign created with 22squared and Psyop.
- 2014
U.S. supermarket distribution begins
[1]Baskin-Robbins began selling ice cream through U.S. supermarkets.
- 2006
Private-equity acquisition and logo revision
[1]A consortium acquired Dunkin' Brands, and Baskin-Robbins updated its logo to highlight the number 31.
- 2005
Are You Bold? brand platform launched
[5]The company introduced a brand-refresh campaign and Bold Breezes beverages.
- 1994
Allied Domecq is formed
[1]Allied-Lyons merged with Pedro Domecq to create Allied Domecq, which later organized Baskin-Robbins within Dunkin' Brands.
- 1978
Allied-Lyons is formed
[1]The business became part of Allied-Lyons after the merger of J. Lyons's parent structure with Allied Breweries.
- 1973
J. Lyons and Company acquires Baskin-Robbins
[1]J. Lyons and Company purchased the chain and all publicly held stock.
Products and positioning
Accessible, family-oriented and highly variety-driven dessert retail, combining playful store design with customizable treats, seasonal innovation and localized international flavors. A fun, accessible and highly recognisable frozen-dessert chain centred on variety, personal choice, celebration and family-oriented indulgence.
Ice cream · 1953
31-flavor ice cream
The core Baskin-Robbins proposition is a large rotating menu of ice-cream flavors associated with the 31-flavor promise. The number does not limit the company's total range: the brand has developed more than 1,400 flavors since its founding, including classic flavors, seasonal releases, regional specialties and monthly features.
Celebration desserts
Ice cream cakes
Ice cream cakes are a major part of the chain's celebration-dessert business. They combine frozen ice cream with cake, decorative toppings and occasion-based designs, and are sold through shops in formats intended for birthdays, holidays and other gatherings. Ice-cream cakes extend the brand into birthdays, parties and other celebrations. They combine frozen dessert with cake-style presentation and are typically ordered in advance or selected from locally available designs and sizes.
Prepared desserts
Sundaes and milkshakes
Baskin-Robbins shops prepare portioned ice-cream desserts such as sundaes and milkshakes. These products extend the flavor menu into immediately served combinations with toppings, sauces and blended formats.
Plant-based frozen dessert · 2019
Non-dairy and vegan frozen desserts
Introduced in 2019, non-dairy and vegan options broadened the brand's appeal to customers avoiding milk-based ingredients or seeking plant-based choices. Availability varies by market and product cycle.
Packaged retail · 2014
Supermarket take-home ice cream
U.S. supermarket distribution, launched in 2014, made Baskin-Robbins-branded ice cream available for at-home consumption outside the chain's stores. This channel complements the franchise retail network rather than replacing it.
Frozen dessert · 1945
Scooped ice cream
The core offering consists of multiple ice-cream flavours served in cups, cones and other formats. The range combines established favourites with seasonal, limited-time and market-specific flavours, supporting the brand's long-standing emphasis on choice and discovery.
Prepared dessert
Sundaes and shakes
Sundaes and shakes turn scoops into more substantial made-to-order desserts through toppings, sauces, blended ingredients and other customisations. They are important both as individual treats and as vehicles for seasonal flavour launches.
Beverages and desserts · 2005
Frozen beverages and hot treats
The chain has expanded beyond traditional scoops with frozen drinks and, in selected markets, hot dessert products. The UK site currently promotes hot treats alongside ice cream, shakes and sundaes.
Packaged frozen dessert
Take-home products
Take-home tubs and related products allow customers to consume the brand outside the shop and support sharing occasions at home. Availability and packaging vary by country and franchise market.
Controversies
2020
Baskin-Robbins sues franchisees
Baskin-Robbins filed suit against Radhakrishna LLC, Naik's, LLC, and Mukesh Naik, alleging breach of contract, trademark infringement, trade dress infringement, and unfair competition. The company sought injunctive relief, damages, and attorneys' fees.
2019
Pink Star advertisement controversy in South Korea
A South Korean advertisement for the Pink Star ice-cream flavor featured child model Ella Gross. Some online users criticized the presentation as overly sexualized. Baskin-Robbins removed the advertisement and apologized.
Marketing campaigns
- 2024The Happiest Ice Cream in the World
India
Four short films showed consumers finding enjoyment in Baskin-Robbins during bizarre or stressful everyday situations.
Outcome. The campaign reinforced an emotional promise of cheer and indulgence, drawing on consumer feedback according to the campaign coverage.
- 2022Seize the Yay
Global
The refreshed identity used the Seize the Yay tagline to associate Baskin-Robbins with everyday enjoyment and celebratory moments. The campaign accompanied an updated logo and broader brand refresh.
Outcome. The campaign accompanied an updated logo and broader brand refresh.
- 2018Baskin-Robbins Got Me Like
United States
A social-first campaign used more than 50 animations and images, GIF-style creative and meme language to express exaggerated reactions to the brand.
Outcome. It aimed to create conversation and make the brand feel more relevant to internet-native audiences.
- 2005Are You Bold?
United States
A brand-rejuvenation platform positioned Baskin-Robbins as more adventurous and introduced Bold Breezes, a line of blended beverages.
Outcome. The campaign broadened the brand's communication and product frame beyond conventional ice cream.
- 195331 Flavors
United States and international markets
The 31 Flavors concept positioned Baskin-Robbins around choice and discovery, promising customers a different flavor for each day of a typical month. It became the brand's enduring global identity and was incorporated into the BR logo.
Outcome. It became the brand's enduring global identity and was incorporated into the BR logo.
- Eksplorasi Aiskrim Upin & Ipin
Malaysia
A Merdeka-season collaboration with the Malaysian animated characters Upin & Ipin combined co-branded menu items, themed outlets, merchandise mechanics and in-store activities.
Outcome. The stated objectives were to win more family occasions, strengthen local relevance and convert awareness into preference.
Brand decisions
2020
Join the Inspire Brands portfolioM&ABackground
Baskin-Robbins was operating within Dunkin' Brands when Inspire Brands pursued the acquisition of that restaurant group.
Action taken
Inspire Brands completed the acquisition of Dunkin' Brands on December 15, 2020, making Baskin-Robbins an Inspire brand.
Aftermath
The brand gained access to Inspire's shared-services platform and became part of a larger multi-brand restaurant group.
2019
Add non-dairy and vegan flavorsProduct launchBackground
Consumer interest in plant-based and dairy-free foods was increasing.
Action taken
Baskin-Robbins introduced vegan and non-dairy frozen dessert flavors.
Aftermath
The product range expanded to serve customers seeking alternatives to conventional dairy ice cream.
2014
Enter U.S. supermarketsStrategyBackground
Baskin-Robbins sought to extend consumer access beyond its dedicated shop network.
Action taken
The brand began selling ice cream through U.S. supermarkets.
Aftermath
The move added a packaged-retail channel to the franchised store model.
2005
Introduce Bold Breezes beveragesProduct launchBackground
The company used the Are You Bold? platform to refresh the brand and attract consumers to a broader range of products.
Action taken
It introduced Bold Breezes, described in contemporary coverage as the company's first non-ice-cream-related beverage.
Aftermath
The launch expanded the chain's product and advertising territory beyond scooped frozen desserts.
1953
Unify the founders' businesses under Baskin-RobbinsStrategyBackground
The founders had operated separate but associated ice-cream businesses, and their advertising advisers recommended a common identity.
Action taken
The businesses were combined under the Baskin-Robbins 31 Ice Cream name and promoted through a 31-flavor proposition.
Aftermath
The unified name and number became the central long-term asset of the brand.
Recent events
- 2024
Baskin-Robbins launches The Happiest Ice Cream in the World[7]
Campaign
The India business launched a digital campaign built around four short films showing consumers enjoying Baskin-Robbins during chaotic or difficult everyday situations.
- 2022
Baskin-Robbins launches updated identity and Seize the Yay tagline[1]
Campaign · Other
The brand introduced a refreshed logo and the “Seize the Yay” positioning as part of a renewed global identity.
- 2020
Inspire Brands acquires Dunkin' Brands[1]
M&A
Inspire Brands completed its acquisition of Dunkin' Brands, adding Baskin-Robbins and Dunkin' to its restaurant portfolio.
- 2019
Baskin-Robbins introduces non-dairy and vegan flavors[1]
Product launch
The company expanded its range with plant-based offerings in response to changing dietary preferences.
- 2018
Baskin-Robbins Got Me Like campaign embraces meme culture[6]
Campaign
The campaign used bright animated imagery, GIFs and social-media language to give the brand a more contemporary and youth-oriented voice.
- 2017
Baskin-Robbins launches delivery through DoorDash in selected U.S. cities[1]
Other
The chain added delivery access through DoorDash in 22 U.S. cities.
- 2014
Baskin-Robbins expands supermarket distribution in the United States[1]
Product launch
The brand began selling ice cream through U.S. supermarkets, extending its products beyond its dedicated shop network.
- 2006
Dunkin' Brands is acquired by private-equity firms[1]
M&A
Bain Capital, Thomas H. Lee Partners and The Carlyle Group acquired Dunkin' Brands, including Baskin-Robbins.
- 2006
Baskin-Robbins updates its BR logo[1]
Campaign
The brand revised its visual mark to make the embedded number 31 more prominent.
- 2005
Are You Bold? campaign introduces Bold Breezes[5]
Product launch · Campaign
A US brand refresh introduced the Are You Bold? tagline and Bold Breezes, described as the company's first non-ice-cream beverage line.
Showing the 10 most recent.
Sources11 sources
- 1Baskin-Robbinsen.wikipedia.org
- 2Official Baskin-Robbins websitebaskinrobbins.com
- 3Baskin-Robbins UK home pagebaskinrobbins.co.uk
- 4Inspire Brands completes acquisition of Dunkin' Brandsstories.inspirebrands.com
- 5‘Are You Bold?’ Asks Baskin-Robbinsadweek.com
- 6‘Baskin-Robbins Got Me Like’ campaignadweek.com
- 7The Happiest Ice Cream in the World campaignbrandequity.economictimes.indiatimes.com
- 8Upin & Ipin Merdeka campaignmarketing-interactive.com
- 9https://www.baskinrobbins.co.ukbaskinrobbins.co.uk
- 10Baskin-Robbins sues franchiseesiniplaw.org
- 11Deccan Gladiators signs nine sponsors for Abu Dhabi T10indiantelevision.com
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