Baskin-Robbins expands foothold in Vietnam

December 01, 2015 | 11:31

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The US-based Baskin-Robbins, the world’s largest chain specialty shop has recently secured its foothold in Vietnam with the 31st outlet opening

The new store located in the trade centre Pearl Plaza in 561A Dien Bien Phu Street in Binh Thanh district of Ho Chi Minh City. It will serve customers in Vietnam with a wide selection of the brand’s premium-quality, imported ice cream, including world-classics and brand signatures such as mint chocolate chip, chocolate mousse royale and green tea.

Blue Star Food Corp, the only ice-cream icon’s franchisee in Vietnam, plans to open 100 Baskin-Robbins stores in Vietnam by 2020. The opening of the new outlet is part of a business expansion strategy after four years of development in Vietnam.

According to Nguyen Thanh Nam, general director of Blue Star Food Corp, Baskin-Robbins has penetrated Vietnam, Indonesia, Thailand, Singapore and Malaysia. Ice cream consumption per capita in Vietnam is one fourth of that in Thailand. The market is expected to expand quickly with an increasing number of ice cream chains over the next few years.

He further noted that, “In the first phase of development, we have conducted market penetration, branding and marketing plans to understand consumers’ beliefs. After four years, the company has built the brand successfully, understand the market as well as maintain a stable workforce. Therefore, we believe that we would achieve the target of 100 stores by 2020.”

In this sentiment, Paul Reynish, vice president of Operations at Dunkin Brands Group said that Vietnam had an emerging ice cream market with rapid development.

“Baskin-Robbins will be the leader in the market in 2020 and beyond. To facilitate the goal, the group will keep supporting Blue Star Food Corp to grow the market segment in Vietnam,” he said.

By By Thanh Van

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