How Baskin-Robbins Is Aiming For Breakfast Customers With Mobile App Launch
Ice cream for breakfast? If Taco Bell and McDonald's can claim that meal to draw in customers throughout the day, Baskin-Robbins feels it's worth a shot during the dog days of August.
The “breakfast wars” among quick serve restaurants is getting a new competitor, as Baskin-Robbins is bringing one of its new flavors to August’s morning rush to promote the launch of its mobile app.
The “August flavor of the month” is “inspired by breakfast,” the company says of the Oreo Milk ‘n Cereal being touted on its iPhone and Google Android app promo.
As for the app itself, ice cream fans can use their smartphones to pay for their a virtual Baskin-Robbins loyalty card. Users can also send virtual Baskin-Robbins cards to others via text or email. The app rollout’s promotion is also offering mobile walk-in customers a free regular 4 oz. scoop of ice cream that comes with the download.
Among the app’s features is a detailed store locator that includes directions and information about the individual 2,500 Baskin-Robbins U.S. outlets, including shop hours, online cake ordering availability, product offerings, and more.
The Baskin-Robbins app is powered by Tillster, a restaurant-focused platform for digital ordering and customer engagement, and designed by DigitasLBI.
“We began working with Baskin-Robbins’ parent company, Dunkin’ Brands, a couple of years ago,” Max Fresen, SVP Experience Design, DigitasLBi, told GeoMarketing‘s Lauryn Chamberlain. “We worked closely with the brand leaders to evolve DD Perks into one of the most successful loyalty programs in the United States, and soon found ourselves providing all manner of digital strategy, products, and services for Dunkin’ Donuts—as a result of those efforts, we were asked to consult with Baskin-Robbins on their mobile ambitions, and the rest, as they say, is history.”
By building loyalty and mobile payments via a branded app, Baskin-Robbins is following its the Dunkin’ Brands Group sibling, Dunkin Donuts.
“Local today is both ‘geography’ and ‘individual,’” John Costello, president of global marketing and innovation for Dunkin’ Brands, told GeoMarketing back in March. “This is what we mean by the [classic goal] of getting the right message to the right consumer on the right device. And the loyalty that consumers have is not to Dunkin’ as a global food services company: it’s to their local Dunkin’ Donuts of Baskin Robbins.”
The app’s primary goal is to create a seamless extension for Baskin-Robbins’ brand voice and in-store marketing, noted Fresen.
“The app will offer customers several new interactions, and a chassis on which we will continue to roll out new features and evolve the existing ones over time,” Fresen said. “In addition to the table-stakes stuff–like providing a crave-able lookbook of their menu, and notifications about new Flavor of the Month releases—the launch version of the app allows ice cream fanatics to pay with their phone, receive mobile coupons and offers, send friends and family virtual gift cards, sync their personal calendar of celebratory moments and get rewarded with an enhanced loyalty program.”
While discounts are a big part of the app rollout, the idea of “enhancing the in-store experience” is what Baskin-Robbins is ultimately attempting to build, said Weldon Spangler, SVP, Baskin-Robbins U.S. and Canada.
“At Baskin-Robbins, we take pride in delighting guests with our wide variety of ice creams and frozen treats and we’re always looking for new and innovative ways to enhance the guest experience and to further connect with our customers,” said Spangler. “We are excited to introduce our new mobile app to guests nationwide, which includes a range of features including special mobile offers, mobile payment and information about our products. We hope guests will celebrate our launch by downloading the app and enjoying a free regular scoop of their favorite Baskin-Robbins ice cream flavor on us.”