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Consummate Concoctions. Leading the gallop to gloppiness is Baskin-Robbins, a California-based franchise chain with $52 million in annual sales (up 30% from 1969) and more than 900 ice cream stores sprinkled across the country. The company is the nation's largest take-out chain specializing in "hard" ice cream; it sells more of the stuff than even Howard Johnson's, where, it is commonly said, the ice cream comes in 28 flavors and the food comes...
...because of its flavors that Baskin-Robbins is unslurpassed. The company's polka-dotted pleasure palaces offer 31 constantly changing tastes. Right now, for example, ice cream cravers can commit caloric immolation with Blueberries 'n Cream, Pink Bubble Gum and Boysenberry Cheesecake. There is a newly consummated marriage of Bananas 'n Strawberries, a tangerine-vanilla merger called Tanganilla, plus the usual array of popular holdovers from months past: Caramel Rocky Road, German Chocolate Cake and Pistachio Almond Fudge, among others...
...Baskin-Robbins concocts hundreds of new flavors a year at its gleaming research laboratory in beautiful uptown Burbank, Calif. But only eight or nine a year ever make it to the market. The rest are shot down by the company's discriminating marketing specialists or its finger-in-the-wind president, Irvine Robbins. "We don't sell ice cream," he philosophizes. "We sell...
Robbins began merchandising mirth in 1949, after he and his late brother-in-law, Burt Baskin, sold their separate dairy-store chains and began manufacturing ice cream. Their creamy dreams had begun in the New Hebrides, where Baskin was in charge of a Navy PX during World War II. He traded a Jeep to the supply officer of a visiting aircraft carrier in exchange for a big ice cream freezer and set about mixing some of the exotic local fruits into precedent-setting flavors...
Cryogenic Euphoria. Unlike other successful ice cream chains, Baskin-Robbins has resisted the temptation to branch out into other foods. "It's one of the best franchises in the world," attests Morton Cohen, who owns a Baskin-Robbins store in Manhattan. "We don't sell cigarettes, sandwiches or coffee. This is what makes it a clean, old-fashioned ice cream place. We don't want tables for kids to hang around all day. Adults love to come to a store like this." But when they do, they often have in tow hungry tots bent on a bedtime...