How Baskin-Robbins Sells Ice Cream In Winter

It helps that Baskin-Robbins has a line of warm desserts — and location targeted ads to get customers in from the cold.

Baskin-Robbins’ winter strategy coming together with the release of Warm Lava Cake Sundaes designed to take chill out of ice cream sales during January and February across all its 2,500 U.S. locations.

The new Warm Lava Cake Sundae can be customized with a guest’s favorite ice cream flavor, which is recorded for those who have the Baskin-Robbins mobile app.

“We’re so excited to ring in the New Year with our guests by providing them with a new treat to help them warm up during the colder winter months,” said Jeff Miller, Executive Chef and VP of Product Innovation for Baskin-Robbins parent Dunkin’ Brands. “Our Warm Lava Cake Sundaes provide our guests with the best of both worlds – a rich, warm chocolate lava cake combined with delicious, cool ice cream that’s completely customizable with a guest’s favorite ice cream flavor and toppings.”

The Baskin-Robbins Mobile App, which launched in August 2016 with new loyalty and mobile payment features, also offers users news about new flavors and products, as well as exclusive deals and information about upcoming events.

“In January, we’re focused on promoting our delicious Flavor of the Month, Superfudge Truffle, and will also feature our new Warm Lava Cake Sundaes in the app starting in February,” Mike McCune, Digital Marketing Manager for Baskin-Robbins told GeoMarketing. “In concert with our email and SMS marketing programs, the Baskin-Robbins Mobile App is a powerful marketing tool that keeps our brand top-of-mind for our consumers, and delivers great deals for our guests.”

The ice cream chain is also featuring its upcoming “Celebrate 31” promotion on January 31st, which will offer guests $1.31 scoops of ice cream all day on that date. To promote the offer Baskin-Robbins will be using a mix of mobile channels, including mobile-optimized tactics that make use of customer location information, McCune added.

“Many quick service restaurants are leveraging social channels like Facebook to serve marketing messages based on location, and Baskin-Robbins is no exception to this trend,”McCune said. “Additionally, we’re working with mobile media partners that leverage location and customer affinity-based data to deliver messages about this great “’Celebrate 31′ deal. If you’re near a Baskin-Robbins shop and using your mobile phone, there’s a chance you’ll see an ad from Baskin-Robbins.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.