The BIG Kahuna

Sometimes I just can’t wait for the daily comics. Today I got a BIG chuckle when I read that Baskin Robbins?(a childhood favorite of mine) will be selling chocolate fondue, cheesecake on a stick, caramel ginger apple crisp, and ice cream cake by the slice. Read the full story here.

Wow, I bet the kids can’t wait to dig into that fondue huh? This is in-line with Dunkin Donuts (who owns Baskin) and their recent food strategy that my friend Jonathan Salem Baskin wrote about a few weeks ago. For a very funny read on that click here.

Here’s what the “guru’s” at Baskin had to say:

“It’s part ice cream experience, dessert theater, and test kitchen all rolled into one,” said Ken Kimmel, Baskin-Robbins’ vice president of the Cafe 31 concept. The Cafe 31 launch is the latest effort by executives at the country’s second-largest frozen dessert chain to revitalize the brand.

“The mix-in concept of chains like MaggieMoo’s and Cold Stone really changed the ice cream business, giving customers customization, interaction, and theater,” said Dennis Lombardi, executive vice president of food service strategies at WD Partners in Ohio. “Baskin-Robbins is finally introducing theater to its brand. Baskin has needed to create more of an experience in the store, and by offering cake by the slice and sundae stations, it is attempting to leap frog the mix-in shops.”

Wow, dessert theatre, how nice

Look here’s what’s screwy about this. These Baskin people have lost serious focus on their brand. I don’t and will never go to Baskin Robbins for a slice of cheesecake. By offering more products they just water down their brand. What’s next, fat free cheesecake? Focus, focus, focus.

Cold Stone offers and engaging experience based on seriously remarkable product.?Baskin’s Ice Cream is NO where as good as Cold Stone’s. They sell to different targets (Baskin is more family friendly?and Cold Stone is premium). Here’s what Cold Stone had to say:

Cold Stone spokeswoman Anne Christenson said: “We’re flattered that others recognize that these attributes enhance the ice cream experience; however, we feel it is a combination of our interactive and entertaining environment paired with our fresh, made-to-order creations that set us apart.”

So what do you Kahuna’s think? What’s the scoop?

This entry was posted on Thursday, August 28th, 2008 at 5:55 pm and is filed under Branding Blunders. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.