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Baskin-Robbins to Introduce Two New Store Concepts
July 02, 2009
Baskin-Robbins, a subsidiary of Canton, Mass.-based Dunkin’ Brands Inc., has plans to widen its market by implementing two new store concepts, according to PatriotLedger.com. The company hopes to attract a more upscale demographic with Cafe BR, which will go for a trial run at Patriot Place in Foxborough, Mass. Originally opened in Seoul, Korea, in 2005, the high-end concept features a specialty dessert and coffee bar, a pastry chef and a make-your-own sundae bar, and will test the profitability of menu novelties, such as chocolate-covered cheesecake on a stick. Baskin-Robbins will also experiment with BR Express, which was designed with the current economic state in mind. The low-cost store model will offer a kiosk-style soft-serve ice cream bar and have low start-up fees. According to Srinivas Kumar, chief global brand officer at Baskin-Robbins, there is a “strong pipeline” of BR Express stores opening in 2009.
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DDI visited the new JCPenney department store at Manhattan Mall in New York and spoke with store manager Joe Cardamone. Below is video of that conversation paired with a walk-through tour of the new store. For more on the JCPenney store, look out for DDI's November/December issue mailing out at the end of November.
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