The Joplin Globe, Joplin, MO

Local News

December 7, 2013

Wally Kennedy: Baskin-Robbins returning to Joplin

JOPLIN, Mo. — For more than 25 years, Baskin-Robbins was a popular vendor of ice cream at Northpark Mall. The shop is coming back to Joplin, although not to the mall.

The new storefront will open in a shopping center that is under construction at 30th and Main streets where the old Pizza Inn once stood. A sign that advertises that a Baskin-Robbins is coming has been posted at the construction site.

I’m not sure whether this has anything to do with its return to Joplin, but the company in June announced new development incentives for new franchisees and military veterans.

One of the incentives will permit a new franchisee to amortize the initial franchise fee payment of $25,000 over 10 years.

Also, the standard royalty rate of 5.9 percent has been lowered to between 0.9 percent and 2.9 percent over the first five years.

For military veterans who sign an agreement in 2013, Baskin-Robbins is waiving its 20-year initial franchisee fee and offering a zero percent royalty rate for the first two years and reduced royalty rates for years three through five.

The incentives, some of the steepest the brand has ever offered, are part of Baskin-Robbins’ growth plans to attract new franchisees. The incentives are being coupled with an updated shop design.

To show how serious Baskin-Robbins is about ice cream, the company recently partnered with the Smell & Taste Treatment and Research Foundation to identify what some of the most popular ice cream flavors suggest about someone’s personality. Here’s what they learned:

• If your favorite flavor is vanilla, you’re more likely to be impulsive, easily suggestible and an idealist.

• If your favorite flavor is chocolate, you’re more likely to be dramatic, lively, charming, flirtatious, seductive and gullible.

• If your favorite flavor is mint chocolate chip, you’re more likely to be argumentative, frugal and cautious.

• If your favorite flavor is chocolate chip, you’re more likely to be generous, competent and a go-getter.

• If your favorite flavor is rocky road, you’re more likely to be aggressive, engaging and a good listener.

Baskin-Robbins, founded in 1945, is now the world’s largest chain of ice cream specialty shops with more than 7,100 retail shops in nearly 50 countries.

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