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Baskin-Robbins SWOT and PESTLE Analysis

ID : 521093053| Feb 2023| 12 pages

COMPANY PROFILE -Baskin-Robbins

Business Sector :Quick Serve Restaurants (QSR)

Operating Geography :United States, North America, Global

About Baskin-Robbins :

Baskin-Robbins is an American multinational chain of ice cream and cake speciality shop restaurants run by Inspire Brands. The company is headquartered in Canton, Massachusetts. In 1945, Burt Baskin and Irv Robbins merged their ice cream parlours in Glendale, California, to form Baskin-Robbins. The company's Ice cream is sold in approximately 50 countries. It develops and promotes premium ice cream, gourmet frozen desserts, and beverages that offer consumers both quality and value. Baskin Robbins's slogan is "31 flavours," with the concept that a customer might try a new taste every day of the month. It now has a flavour selection of over 1,300 ice creams, as well as custom ice cream cakes, frozen beverages, and the Polar PizzaTM Ice Cream Treat. Its franchised ice cream shops serve as gathering spaces for people to interact and make great experiences while sampling a wide range of flavours, including a new Flavor of the Month every month. On 12 July 2021, Baskin-Robbins released two special remixes of Yacht Rock classics to commemorate the launch of the brand's newest offering, Creature Creations® Into the Sea. Baskin-Robbins has teamed up with TikTok DJ Ian Asher to give two classic Yacht Rock tunes a modern makeover.
Baskin Robbins's USP or unique selling proposition is that it is the world's largest ice cream speciality store chain, with over 8,000 locations worldwide, including approximately 2,500 in the United States and over 5,000 in other countries. The mission statement of Baskin Robbins's reads, "It's all part of our mission to make the Baskin-Robbins neighbourhood a tasty, fun place for our customers".

Baskin-Robbins Revenue :

NA

Competitive Analysis of Baskin-Robbins

SWOT
PESTLE
The SWOT analysis for Baskin-Robbins is presented below in a matrix followed by the detailed analysis report:
StrengthsWeaknesses
1. Established Industry Leader in ice-cream desserts with global operations
2. Franchises collaborate with local sellers to adapt to the region’s taste palette and has a wide variety of products and flavors
3. High focus on menu innovation, marketing, franchisee coaching and support
4. Well-structured, efficiently managed and strong franchise system
1. Baskin Robbins is mainly dependent on a single supplier for products
2. Company revenues are dependent on the efficiency of franchises
3. Baskin Robbins’ prices are higher than local and regional brands
4. Baskin Robbins has substantial and high indebtedness
OpportunitiesThreats
1. Expand geographically to new locations and open new stores in regions with high demand
2. Introduce new products into the menu
1. The seasonality of the products can substantially harm revenues
2. QSR is a highly competitive space and stiff competition can drive down revenues
3. Growth into new territories may be blocked or hindered by pre-existing third-party rights
4. Competition from alternatives such as Gelato, Sherbet, Ice Crush and other cold dessert products
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Detailed SWOT Analysis of Baskin-Robbins

Strength

1. Established Industry Leader in ice-cream desserts with global operations: Baskin Robbins is a well-known and established brand in the domestic US market as well as other countries. It runs its operations in Australia, North and South America, Middle East and Asia Pacific. Asia and Middle East are some of the countries Baskin Robbins gets its main revenues from. Baskin Robbins is present in over 50 countries and has 7,700+ restaurants and 80,000+ company and franchise members. Korea, Japan, India and Middle East are some of the highest contributors to revenue for the company.

2. High focus on menu innovation, marketing, franchisee coaching and support as well as other initiatives: Since Baskin Robbins does not run operations for all stores, the company invests more efforts into research and development of new products and flavors, strategic and impactful marketing and selection of sites for development and expansion. Till date Dunkin’ has spent almost $3 billion in marketing campaigns and advertising. Dunkin’s strong brand reputation and customer loyalty allows for an intense marketing and advertising advantage for Baskin Robbins as well. Baskin Robbins itself is a popular brand name in various countries and has a strong reputation. Baskin Robbin’s menu is always evolving and the company continuously adds flavors and combos in alignment with consumer preferences and trends.

The remaining section under "Strength" is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

This section is available only in the 'Complete Report' on purchase.

Threat

This section is available only in the 'Complete Report' on purchase.

Major Competitors :

  • Haagen Das
  • Cold Stone Creamery
  • 7-Eleven
  • Berger King
  • McDonald’s
  • Dairy Queen
  • Cumberland Farms
  • Wendy’s
  • WaWa
  • Panera Bread
  • Quick Trip
  • Starbucks
  • Tim Horton’s
  • Taco Bell
  • Subway
  • Specialty Restaurants as well as other qualified Franchises

Major Brands :

  • Baskin Robbins
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References used in Baskin-Robbins SWOT & PESTLE Analysis Report

1. Dunkin Brands Annual Report 2019 - https://www.annualreports.com/HostedData/AnnualReports/PDF/NASDAQ_DNKN_2019.pdf
2. Ice Cream Flavors - https://baskinrobbins.com.sg/content/baskinrobbins/en/products/icecream/flavors.html
3. COVID-19 impact | Ice cream industry suffers a meltdown; sales dip 50% - https://www.moneycontrol.com/news/business/covid-19-impact-ice-cream-industry-suffers-a-meltdown-sales-dip-50-5354041.html
4. The vegan ice creams will be launched in all stores pan-India on 9th December 2020. Starting at INR 99, you can have it in a scoop or with a cone if you're at a parlour. You can double scoop both the flavours to get the best experience. - https://www.veganfirst.com/article/breaking-baskin-robbins-india-launches-vegan-range-as-flavour-of-the-month#:~:text=The%20vegan%20ice%20creams%20will,to%20get%20the%20best%20experience.
5. Baskin-Robbins Grows into Plant-Based Category with Non-Dairy Flavors - https://news.baskinrobbins.com/news/baskin-robbins-non-dairy
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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Baskin-Robbins SWOT and PESTLE analysis has been conducted by Muskan Arya and reviewed by senior analysts from Barakaat Consulting.

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