Following in the financially successful footsteps of other "fast-casual" dining segments like Panera Bread and Starbucks, Baskin-Robbins has unveiled its own prototype for more upscale frozen treats. Café 31 will offer fondues, cakes and other treats prepared by an in-store pastry chef, part of a move to upgrade the ice cream experience in an effort to win back customers lost to chains like Cold Stone Creamery and Maggie Moo's "gourmet" stores that are gaining steam. The décor sports the ice cream chain's pink and blue color scheme with booths and two-top tables. Parent company Dunkin' Brands Inc. opened the 2,000-square-foot prototype Thursday at the Foxborough, Mass., Patriot Place, a retail and restaurant complex. The store is company-owned, but officials from Canton, Mass.-based Dunkin' said future Cafe 31 units would be franchised.
Did you enjoy this article? Click here to subscribe to the magazine.