Baskin-Robbins widens frosty delivery
More than 600 Baskin-Robbins U.S. stores are now delivering scoops of ice cream, milkshakes, sundaes and cakes to customers’ front doors through DoorDash Inc.
The chain, owned by Dunkin’ Brands Group Inc., had previously tested the service in about 60 locations in Los Angeles and Chicago. Now stores are on board in 22 cities, including New York, Dallas, San Francisco and Seattle.
“Convenience and immediate gratification — they are huge customer needs,” said Carol Austin, vice president of marketing at Baskin-Robbins.
“Customers today want what they want, when they want it.”
While many chains have moved to deliver burgers, chicken and fries, delivering ice cream has remained largely elusive. DoorDash is using insulated carriers to ensure the treats arrive intact.
The only difference is that sundaes won’t have whipped cream, which dissolved during the delivery time, the company found during trial runs.
Baskin-Robbins stores that tested delivery also showed sales increases, Austin said. She declined to provide specific figures.
McDonald’s Corp. is another fast-food brand delivering desserts to diners. The Big Mac seller said earlier this year that it was working with Uber Technologies Inc. to offer delivery across the U.S. McDonald’s delivery service includes sundaes, milkshakes and McFlurry desserts, though their ice cream is the soft-serve variety rather than hard scoops.