Baskin-Robbins has updated its mobile ordering system to allow guests to buy its items on demand, for pickup in as little as 15 minutes. Previously the dessert chain only accepted orders for ice cream cakes and other select items for pickup in 24-48 orders.
The chain of more than 7,600 restaurants worldwide, a subsidiary of Atlanta-based Inspire Brands, is also offering app users a $3 discount off purchases of $10 or more, before tax, for a limited time. The app is available via Google Play or Apple’s App Store.
“When we set out to evolve the BR App experience, we kept digital convenience and guest feedback top-of-mind,” senior director for customer marketing & brand experience Nicole Boutwell said in a press release announcing the upgrade. “With these expanded capabilities to our app, guests can enjoy their favorites faster and unlock new ways to celebrate all of life’s moments with ice cream.”
The $3 discount is available for all registered app users through May 17 at participating locations in the all-franchised chain with the promo code TASTY.
The launch comes in the run up to Easter, which is this Sunday, and for which Baskin-Robbins is offering two specialty ice cream cakes. The Petal Pop Cake is a new item of guests’ choice of cake and ice cream flavor decorated with floral ice cream patterns. The Hopscotch the Bunny Cake is a returning seasonal favorite, also with customizable cake and ice cream flavors, plus white chocolate bunny ears and feet surrounded by grass made with icing, plus colorful sprinkles, both retail for around $30 although pricing is at the discretion of the franchisees.
Restaurants are motivated to encourage their customers to order via their own apps and web sites rather than third-party-delivery services to avoid the fees those services charge and also as a means to record their guests’ data and order history in order to customize incentives.
Customers also tend to spend more money when ordering digitally compared to ordering in person.
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