Baskin-Robbins looks to lick the opposition

January 16, 2012 | 09:40

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The world’s largest chain of ice cream speciality shops has reentered Vietnam.

Last week, Baskin-Robbins signed a master franchise agreement with Blue Star Food Corporation, a Vietnamese food processing company, to develop the brand in Vietnam with three shops to be opened in Ho Chi Minh City.

“We choose Baskin-Robbins because this is the world’s largest and most famous trade name. With the opening in Vietnam, Baskin-Robbins now has over 6,600 locations in nearly 50 countries,” said Blue Star Food Corporation marketing manager Huynh Ngoc Vinh Tuyen. “The agreement calls for approximately 31 Baskin-Robbins shops to be opened in that country for five years,” said Tuyen.

Previously, Baskin-Robbins entered Vietnam in 1994, but later stopped its business strategy due to high import tax for America imported materials surging to 70 per cent.

“At present, Blue Star Food Corporation’s operating business expected to be easier with import tax level 25 per cent and the demand is being expanded,” said Tuyen.Baskin Robbins was known for its “31 flavours” slogan in proportion to one month’s 31 days.

By Nguyen Chung

vir.com.vn

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