Flavours for fun

Baskin Robbins, with its exotic flavours and great tasting ice creams, has become a household name in India. Dunkin' Brands, which brought Baskin Robbins to India over 18 ago, now plans to introduce its famous coffee and baked goods chain, Dunkin’ Donuts, in the Indian market. Nigel Travis, CEO, Dunkin’ Brands, gives us an overview of how things have followed a pattern and what is their global outlook.

Aadeetya Sriram (AS): Your brands Dunkin’ Donuts and Baskin Robbins are well recognised across the globe. What is your brand positioning?

Nigel Travis (NT): Over the last 18 years, the Baskin Robbins brand has grown rapidly in India to become the single largest premium ice cream brand. Today, Baskin-Robbins India operates more than 400 franchised shops in over 95 cities. In the last three years alone, the brand has opened in more than 250 locations. While Baskin Robbins has been in India for many years, a master franchising agreement for Dunkin’ Donuts was signed only last year. That agreement with Jubilant FoodWorks is the largest international franchising agreement we have ever signed. We expect to see 500 Dunkin’ restaurants opening over the next 15 years. The combination of signing with the right franchisees, the popularity of Western brands in India, and the growing discretionary income of consumers make this the right time to open Dunkin’ in India.

Baskin Robbins is one of the most premium brands in the country has been accepted well by the audiences and the ice cream flavours are in sync with Indian demand and tastes.

AS: How many outlets do you have globally and in Asia for both the brands?

NT: Dunkin' Brands operates 16,800 outlets globally. Of this, the Asia-Pacific region accounts for over 5, 400 outlets, driven by the Baskin Robbins brand. The company intends to expand its store count to 7, 000 in the region by 2015.

AS: There is a significant difference in the offerings of both Dunkin’ Donuts and Baskin Robbins. How has that strategy worked out for you?

NT: We believe that the success of Baskin Robbins has given us the confidence of introducing Dunkin’ Donuts in India. Both the brands are into the dessert segment and we expect the positive response for the same in Indian market. Dunkin’ has its world chain of Dunkin’ Donuts offering coffee and baked goods, and it is growing in every market.

It is all about offering quality and understanding the environment. We strongly believe the strategy has worked out very well in various countries and we are hopeful of getting overwhelming response from the Indian market as well.

AS: How has Baskin Robbins’ journey in India been? What have you learned from the experience, which you will implement for Dunkin’?

NT: Baskin Robbins has done extremely well in India and we have received an incredible response for the all the ice cream flavours. It is available in almost 95 cities of India and we are expanding the chain as the demand is increasing in the market. In Indian cities, Western chains are increasingly gaining popularity and changing old dining habits.

We are also launching our other world brand, Dunkin’ Donuts, in India in the first half of the year as we believe India's growth is going to be so rapid that it will be a pretty big driver for Dunkin’ Brands.

AS: What are your plans for the Indian market with Baskin Robbins as well as the upcoming Dunkin’ Donuts? How many outlets are expected this year for Dunkin’?

NT: Our franchisee, Jubilant FoodWorks is planning to open 500 Dunkin' Donut shops over the next 15 years in India. We should have the first Dunkin' restaurant opening in the first half of the year.

AS: What is your marketing strategy for Baskin Robbins and Dunkin’ Donuts? Will the strategy differ for the Indian market for Dunkin’?

NT: Dunkin' Brands Inc has recently announced its association with the NBA superstar, Lebron James, to market Dunkin' Donuts and Baskin Robbins ice cream in Asia. James will promote Dunkin’ brands in China, Taiwan, India and South Korea through advertisements, online media and in-store marketing. James will also make personal appearances in Asia after the season ends in June. The deal with James is part of our expansion plan in Asia.