Bethany Clough

New Fresno Baskin-Robbins is the first of its kind in the U.S. Here’s what’s different

Baskin Robbins debuts new store concept in Fresno

Jason Maceda, Baskin Robbins Senior Vice President, and other company officials debuted a new store concept for the 75-year-old ice cream store in Fresno at 6761 N. Milburn.
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Jason Maceda, Baskin Robbins Senior Vice President, and other company officials debuted a new store concept for the 75-year-old ice cream store in Fresno at 6761 N. Milburn.

New store. New treats.

Baskin-Robbins unveiled Wednesday the first of its new style of store – which happens to be in Fresno – that it plans to roll out nationwide.

The new store, at 6761 North Milburn Ave. near Save Mart at Herndon and Milburn avenues, also debuted the company’s new line of treats, including frozen bananas dipped in chocolate and slices of ice cream cake dipped in chocolate.

The addition of the treats is perhaps the biggest change customers will notice. A case displays all the handheld goodies, including ice cream bars dipped in chocolate and the “polar pizza,” which is a slice of cookie topped with ice cream and goodies and then dipped in chocolate.

The goodies are in keeping with the indulgence that is popular with consumers today, said Carol Austin, Baskin-Robbins vice president of marketing.

“Or even hyper indulgence,” she added. “More is always better these days.”

However, the new line has some treats that are little less sinful, like the frozen smoothie and “fruit blast” bars on sticks in flavors like mango and strawberry.

The store itself looks different than other existing locations. The design is dubbed “moments” because it encourages customers to unplug and take a moment to indulge, said Jason Maceda, the company’s senior vice president.

“It’s a key milestone in the almost 75-year history of Baskin-Robbins,” he said. “We’re so proud Fresno is the home of our first moments stores.”

The next location to get the new design will be in El Paso, Texas.

All new stores will eventually have the new design, starting with openings in 2019 and remodels.

Differences include:

  • A roll-up garage door that can be opened to the patio during nice weather.
  • A case that more prominently displays options like waffle cones dipped in chocolate and cookies for ice cream sandwiches or sundaes.
  • An expanded toppings bar that includes bits of Andes mints.
  • Display cases that make it easier to see the ice cream and an electronic menu board.
  • A new display case for cakes. Cakes sold to the public still must be displayed in boxes, but the new case lets customers get a better look at examples of the cakes.

  • New seating, including a cushy bench-style seating and tall tables.

The company donated $10,000 to Valley Children’s Healthcare as part of the ribbon cutting Wednesday.

The new location will hold a grand opening from noon to 4 p.m., Saturday, Dec. 8. Scoops will cost 99 cents and there will be entertainment.

Bethany Clough: 559-441-6431, @BethanyClough

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