The ice cream store chain, Baskin Robbins, has opened its next ‘Moments’ concept store in El Paso, Texas.
Baskin Robbins is rolling out a fresh new look across its stores in the US. After being trialed in Fresno, California last year, the brand’s facelift has now travelled to the Deep South. A modernised menu, comfortable seating and enhanced digital menu boards are just some of the features that have arrived in the city that famously straddles the US-Mexico border.
The store revamp is all about allowing customers to share their ice-cream eating experiences with their friends and family. Customers can pose with new wall murals that are decorated with local landmarks and post their selfies on social media. It’s these ‘Moments’ that the ice cream franchise wants to encourage with it’s new in-store design, which is decorated by a bright and playful colour scheme.
A new, modernised menu treats customers to a whole new range of indulgent desserts. Chocolate-dipped bananas, ice cream bars, hand-dipped waffle cones and Polar Pizza slices are all on offer and are designed to be shown off on social media. For those who want to dine out, the El Paso store now boasts an even faster drive-thru experience that is designed for convenience.
Local Baskin Robbins franchisees – a mother and daughter team Grace and Vanessa Hauser - are overjoyed to have introduced a new chapter of the Baskin Robbin’s customer experience to their hometown.
Carol Austin, the Vice President of Marketing at Baskin Robbins, summed up the new ‘Moments' store design by saying it “encourages guests to come in, slow down and enjoy the best ice cream on earth”.
This, she added, is even more rewarding in a time when many people live busy lives and need “that chance to unplug and spend a few minutes reconnecting with your friend, partner or child”.