The restaurant chain has worked closely with US-based customer experience and branding agency WD Partners to design the Moments store concept.
Features of the new store concept include new interior design with contemporary décor, ice cream dipping cabinets, a Fresno wall mural, indoor seating with swivel chairs, high tables and bar stools, as well as a new digital menu board displaying products.
Baskin-Robbins US and Canada senior vice-president Jason Maceda said: “The unveiling of our next generation store is a key milestone in Baskin-Robbins’ nearly 75-year history and we’re so excited to give our guests a new and modernized experience when they visit Baskin-Robbins.
“Our new ‘Moments’ design represents our brand purpose to spark joy and optimism and help guests create joyful moments with family and friends while enjoying great-tasting ice cream and amazing flavour variety.
“It’s the cornerstone of who we are as a brand and gives guests an entirely new way to experience Baskin-Robbins.”
In addition, the concept offers an upgraded menu at a new product platform, ‘ice cream novelties’, that offers hand-dipped and snackable frozen treats such as chocolate-dipped bananas, polar pizza slices, ice cream bars and smoothie bars and waffle cones.
It also features an expanded toppings station a range of options for customisation.
Furthermore, the restaurant chain is planning to expand the concept across its network from 2019.