Baskin-Rob­bins widens frosty de­liv­ery

Northwest Arkansas Democrat-Gazette - - BUSINESS & FARM - — Bloomberg News

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.

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