TORONTO, Sept. 9, 2015 /CNW/ - "We sell fun, not ice cream," has been the motto of the world's largest chain of ice cream specialty shops since it was founded in 1945 by Burton Baskin and Irvine Robbins. Baskin-Robbins is celebrating its 70th birthday this month and the brand plans to do just that, have fun and celebrate the milestone by giving away more than 70,000 ice cream scoops to its Club-31 loyalty program members and by giving back to its most beloved customers: families and children.
To kick things off, Baskin-Robbins will host a community celebration on September 16 at its 1018 Eglinton Avenue West shop in Toronto, which was the very first franchise location to open in Canada. For the entire day, 2.5oz. scoops will be sold for 70 cents at the location and families will have the opportunity to enjoy a variety of games and activities from 6 p.m. to 10 p.m. All proceeds from the sale of the 70 cent scoops will be donated to The Hospital for Sick Children (SickKids) in Toronto.
A similar event will be held in Montreal on September 18, at the 1140 Boulevard Marcel-Laurin location, with proceeds from 70 cent scoops going towards The Montreal Children's Hospital Foundation.
"Families and children are at the heart of why we do what we do here at Baskin-Robbins," said Natalie Joseph, spokesperson for Baskin-Robbins in Canada. "Celebrating 70 years in North America is a big deal and we not only want to involve our local communities, we want to give back to our most precious customers."
This September, existing members and anyone who signs up for the Club-31 loyalty program before September 25 will be able to redeem a coupon for a free 2.5oz. scoop of their favourite flavour throughout the special month. The Club-31 database currently sits at 55,000 members, but with a goal to give away over 70,000 scoops, all ice cream lovers are urged to sign up and take advantage of the free scoop campaign this month. By registering for Club-31, members receive updates on special offers, first dibs on the Flavour of the Month and a free 2.5oz ice cream scoop on their birthday.
Also this month, ice cream lovers around the world are invited to go bananas for the new global Flavour of the Month, Banana Split, which is available at participating Baskin-Robbins locations in nearly 50 countries around the world. The new flavour features banana-flavoured ice cream with chocolatey cherry pieces and almonds, swirled with pineapple pieces and strawberry and hot fudge ribbons.
The company is also helping guests celebrate birthdays across the country with its new Mini Cupcake Birthday Cake, which is a fun and festive cake featuring a ring of miniature cupcakes made of dipping chocolate and edible candles. The cake can be customized with a guest's favourite ice cream and cake flavours.
Over the past 70 years, Baskin-Robbins has grown from a beloved neighbourhood ice cream shop in California to the world's largest chain of ice cream specialty shops, offering guests its iconic 31 flavours and a large roster of desserts and frozen treats. The 70th anniversary festivities honour Baskin-Robbins' brand heritage and commitment to innovation, while making an effort to celebrate with its loyal guests throughout the month and give back to those who need it most.
Today, Baskin-Robbins Canada operates 98 locations in Ontario, Quebec, Alberta and British Columbia. More than 300 million people around the world visit Baskin-Robbins each year to sample from the 1,200 flavour creations available in its ice cream library and enjoy its full array of frozen treats, including custom ice cream cakes.
For more information about Baskin-Robbins Canada and to sign up for Club-31 and receive a free 2.5oz scoop this month, visit www.baskinrobbins.ca Don't forget to follow the company on Facebook (www.facebook.com/BaskinRobbinsCanada) and on Twitter @BaskinRobbinsCA.
About Baskin-Robbins Canada
Baskin-Robbins creates and markets innovative, premium hard scoop ice cream and soft serve, custom ice cream cakes and a full range of beverages, providing quality and value to consumers at more than 7,600 retail shops in nearly 50 countries. Baskin-Robbins was founded in 1945 by two ice cream enthusiasts whose passion led to the creation of more than 1,200 ice cream flavors and a wide variety of delicious treats. Headquartered in Canton, Mass., Baskin-Robbins is part of the Dunkin' Brands Group, Inc. (Nasdaq: DNKN) family of companies. For further information, visit www.baskinrobbins.ca or www.baskinrobbins.com.
SOURCE Baskin-Robbins Canada
Image with caption: "Baskin-Robbins' Global Flavour of the Month, Banana Split (CNW Group/Baskin-Robbins Canada)". Image available at: http://photos.newswire.ca/images/download/20150909_C6075_PHOTO_EN_492869.jpg
For further information: For more information, photos or interviews, please contact: Nicole Chin, Torchia Communications, 416-341-9929 Ext. 230/ 647-986-5932, [email protected]; Natalie Joseph, Dunkin' Brands, 416-312-9286, [email protected]