Baskin-Robbins has decided that it's more than ice-cream that it must sell for true brand loyalty.
First, Barista. Then Cafe Coffee Day. And now, Baskin-Robbins. The idea is not to just sell a cup of coffee or scoop of ice-cream, but an experience as part of a wider lifestyle to attract a crowd that likes to 'hang out' at a place that qualifies as 'cool' in peer estimation.
Baskin-Robbins has been around in India since 1993 as a joint venture between UK-based Allied Domecq and Ghai Enterprises, and now has 170 ice-cream outlets that recorded a turnover of Rs 26 crore (Rs 260 million) in 2005-06.
The parlours have stayed much like their global counterparts all these years: with polka dots, posters of ice-cream, and service counters with tubs of its '31-derful flavors'. The change, if any, has been a slow service quality slide (don't count on finding Pralines n Cream), despite the premium pricing.
All this is likely to change, as the brand gets ready to reinvent its presence in India with dedicated ice-cream lounges under Club 31. "The company's first lounge was set up in Hyderabad four months ago, and it is now in Bangalore," says Pankaj B Chaturvedi, CEO, Baskin-Robbins India.
"In phase one of roll out, we are looking at company-owned lounges, but we are also considering the franchise route to open more lounges in the heart of cities."
The plan is to have 35 lounges over the next year in tier I cities, and then enter tier II cities, at an investment of over Rs 10 crore or Rs 100 million (Rs 30,00,000 per lounge), nearly a third of its projected sales of Rs 33 crore (Rs 330 million) for the current year.
In terms of decor, Club 31 follows the latest lounge look unveiled by Baskin-Robbins in the US, based on a play of colours, lights and furniture.
To emphasis the 'lounge' feel, the customer will get to choose from a variety of seating options, ranging from regular bar-stools to relaxed seating on plush sofas designed to let you stretch out, catch some action on the plasma screen, soften to some music and let the creamy goodies gratify the taste buds at whatever pace you so desire. A hasty clip it need not be.
Baskin-Robbins' ice-cream tends to hold its cream consistency long enough to be devoured any which way (indoors, even at extended leisure), and this is the first time the brand is playing up this differentiator.
Club 31 Lounge is open to other brands that may want to ally with it in addressing the same set of needs.
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