Baskin-Robbins Opens Second “Moments” Concept Store

Baskin-Robbins unveiled its second “Moments” concept store, located in El Paso. The new design debuted in Fresno, CA in 2018, and the company is rolling it out nationwide. Spearheading the West Texas store were local franchisees Grace Hauser and Vanessa Hauser Herrera. The team currently operates 10 other locations in the El Paso area.

The interior concept features a bright design, new ice-cream dipping cabinets, a wall mural, flexible indoor seating, upgraded digital menu boards and drive-through capabilities. These stores also offer an “Ice Cream Novelties” collection, which offers premium treats. In designing the concept, the restaurant chain worked with W.D. Partners, a customer experience and branding agency.

Baskin-Robbins’ Jason Maceda told Nation’s Restaurant News in late 2018, that the Moments concept is geared toward showing the decades-old brand’s ice cream in “a more premium way.”

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