The new design, dubbed “Moments,” is meant to showcase the 75-year-old brand’s ice cream in a “more premium way,” according to Jason Maceda, senior vice president of Baskin-Robbins in the U.S. and Canada.
The store, which has a drive-through, will be among six to 10 new or remodeled Baskin-Robbins stores scheduled to adopt the Moments design in 2019.
One of the biggest changes is the addition of an “Ice Cream Novelties” collection. The new treats are showcased in a separate case and include smoothie bars.
Maceda said the “hand-held indulgent snacks” will be part of new and remodeled stores.
The design features a digital menu board listing all the flavors, prices and topping options.
Maceda said the new ice cream cases are no longer angled, offering a better view of the ice cream.
The seating area has been transformed with a mix of blue upholstered banquettes, cushioned yellow swivel chairs and industrial-looking aluminum chairs.
The shop also has patio seating next to a garage door that opens to create an indoor-outdoor space when weather permits, Maceda said.
The Fresno store features a wall mural with local landmarks including forest campsites and local parks. New stores going forward will also feature distinct artwork that will set them apart from other locations.
Features that customers have come to expect in coffee shops and quick-service restaurants, such as free Wi-Fi and power outlets, are not part of the next-gen store in Fresno.
As for the menu, the core flavors will remain the same but with one significant addition coming: affogatos. In stores that are co-branded with its sister brand, Dunkin’, Baskin-Robbins plans to serve espresso poured over ice cream.