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A Journey Into Paradise

Baskin-Robbins Ice Cream Announces Significant Expansion in Mexico

13 September, 2012

The Wall Street Journal and Bloomberg Businessweek reported on Baskin-Robbins’ plans to open 25 new locations in Mexico throughout 2012,followed by at least 50 more stores over the next few years. As the world’s largest chain of ice cream specialty shops,Baskin-Robbins has partnered with BRICE,signing a new master licensing agreement with the company,which has more than 20 years of fast-food experience in Mexico. The financial terms of the deal have not been disclosed.

The first two stores are scheduled to open in Cancun and Mexico City,and will feature the new international store design for Baskin-Robbins. This includes door handles in the company’s iconic pink spoon design and textured walls that are meant to call their signature waffle cones to mind. There will also be a new topping station with expanded options,as well as LED menu boards.

“Baskin-Robbins is one of the world’s most respected ice cream brands,” stated Eduardo Diaz,who is chairman of BRICE. “We are proud to represent Baskin-Robbins in Mexico as we look to expand its presence throughout the country. We look forward to becoming a top destination in Mexico for friends and family to enjoy world class frozen treats.”

Nigel Travis,who is the CEO of Dunkin Brands,which is the company that owns Baskin-Robbins,was present to celebrate the opening of the company’s new locations in Mexico real estate.

“The wide range of delicious and innovative flavors offered by Baskin-Robbins are a great fit for Mexico’s growing ice cream market,” stated Jorge Navarro,CEO of BRICE. “We look forward to sharing Baskin-Robbins’ premium ice cream,ice cream cakes and frozen beverages,along with the brand’s fun and great value,with our guests. We are excited to grow the Baskin-Robbins brand while creating new jobs in the country.”