Dive Brief:
- Coinciding with National Ice Cream Month, Baskin-Robbins announced a partnership with DoorDash for delivery service across the U.S., per a joint press release.
- Consumers in 22 cities including New York, Chicago and L.A. will be able to use the DoorDash mobile app or website to place orders at over 600 Baskin-Robins locations.
- As part of the launch, the companies are also delivering Polar Pizza Ice Cream Treats to children's hospitals on July 14 in a partnership with the Joy in Childhood Foundation (formerly the Dunkin' Donuts & Baskin-Robbins Community Foundation). On the same day, Baskin-Robbins will have a nationwide in-store sampling of its latest flavor addition, Mint Chocolate Chip Polar Pizza.
Dive Insight:
Baskin-Robbins is just the latest national food brand to open up more delivery options as consumers continue to demand greater convenience and devices like smartphones offer improved connectivity. Denny's is another chain developing greater mobile and online ordering capabilities, recently launching an all-day Denny's On Demand pickup and delivery service.
The news also points to a growing trend of big-name legacy brands partnering with third-party apps and newer digital services to get in front young audiences. McDonald's, for example, recently expanded its partnership with UberEats delivery to more than 1,000 restaurants following successful early tests. These developments all comes as the fast food and QSR sector is struggling amid demands for healthier, more transparent eating options.
DoorDash, like its peers UberEats, GrubHub and Seamless, has been disruptive to the restaurant space, but Baskin-Robbins is leveraging that disruption as a new avenue for business and is likely aiming to get in front of DoorDash's massive national user base.
