x Abu Dhabi, UAETuesday 25 July 2017

Baskin-Robbins targets Middle East to grow ice cream empire

Baskin-Robbins is to embark on an aggressive expansion across the Middle East as it seeks to extend its dominance of the ice cream market.

Baskin-Robbins, the world’s largest chain of ice-cream shops, has a 69 per cent market share in the UAE. Galen Clarke / The National
Baskin-Robbins, the world’s largest chain of ice-cream shops, has a 69 per cent market share in the UAE. Galen Clarke / The National

Baskin-Robbins is to embark on an aggressive expansion across the Middle East as it seeks to extend its dominance of the ice cream market.

The brand, the world's largest chain of ice cream shops, claims to have a 69 per cent share of ice cream sales.

"The Middle East is one of our largest global markets and remains pivotal to the overall growth strategy for Dunkin' Brands International," said Nigel Travis, Chairman and CEO of Dunkin' Brands.

"Consequently, we strive to provide an even greater ice cream speciality experience to our loyal customers in the Middle East, and in Galadari Brothers [which operates the majority of Baskin-Robbins stores] we have a partner that shares our vision and ambitions for the brand."

Baskin-Robbins opened more than 50 new stores in the GCC last year and plan on a "similarly aggressive development path" this year, added Mr Travis.

The brand, which entered the GCC region in 1979 with a store in Satwa, Dubai, opened its 650th outlet in the Middle East this week in Ibn Battuta Mall.

Baskin-Robbins makes more than 1,300 flavours in total. The most popular in the UAE is Pralines 'n Cream, with more than 10,800 scoops sold every day.

The brand will continue to build on Baskin-Robbins foundation in the UAE, both in terms of new restaurants and menu innovation, said Mr Travis.

“We are currently rolling out Fruzino and Cappuzino lines in the refreshment category, which are blended beverages that are perfect for the region’s hot summers,” he said.

“We’ll also continue to offer a new ice-cream flavour of the month every month, along with our delicious selection of custom ice-cream cakes.”