Baskin-Robbins Announces Significant Expansion in Mainland China
The company has signed an agreement with Shaanxi Stellerich Food and Restaurant Co., LTD to open the first Baskin-Robbins store in Shanghai before the end of this year.
01/08/08 Baskin-Robbins, the world's largest chain of ice cream specialty shops, announced plans to open its first store in Shanghai, with a total of 100 new stores planned over the next 10 years in the Eastern and Northwestern regions of Mainland
China.
The company has signed an agreement with Shaanxi Stellerich Food and Restaurant Co., LTD to open the first Baskin-Robbins store in Shanghai before the end of this year, with another 50 across the city as well as the Jiangsu, Zhejiang and Shaanxi Provinces within the next five years, and a total of 100 stores across the regions by 2018. The partners signed the
franchise contract at an event in Shanghai.
Shaanxi Stellerich, a Xian-based company, is well-established in China's QSR industry. The company also operates several other concepts, including KFC, in the Shaanxi and Jiangsu Provinces.
Mr. Srinivas Kumar, Chief Brand Officer for Baskin-Robbins Worldwide, said, "Our wide variety of ice cream and ice cream-based treats, along with our fun and engaging atmosphere, has made Baskin-Robbins a much-loved destination in Asia and around the world. We are excited and proud to have such an experienced partner in Shaanxi Stellerich Food and Restaurant Co.,
LTD., to introduce the Baskin-Robbins brand to ice cream fans throughout Mainland China."
"We are delighted to be signing this partnership," said Mr. Lin Xin Bin, General Manager of Shaanxi Stellerich. "With the success of Baskin-Robbins in Beijing, we are confident that with our expertise and ambitious plans for investment and growth, the brand will become the leading ice-cream brand across Eastern and North-Western China."
The partnership is a significant development for Baskin-Robbins, which already has 40 stores in Beijing.
"China is the next growth engine outside the United States for Baskin-Robbins," said Mr. Kumar. "We look forward to building the brand's dominant position in the Asia Pacific region."
Baskin-Robbins is part of the Dunkin' Brands, Inc. family of companies, which also includes Dunkin' Donuts, the largest coffee and baked goods chain in the world. In January 2008, Dunkin' Donuts announced that it would be entering Mainland China later this summer, with its first store to be opened in Shanghai.
