This Day On The Street
Continue to site
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

Sozzi: The Top 3 Reasons for Baskin Robbins' Turnaround

NEW YORK (TheStreet) -- The U.S. is coming off a winter that was harsh on our skin and digital wallets. Yet, 69-year old ice cream brand Baskin Robbins and its 31 nom nom nom flavors had nicely positive sales growth in the fourth quarter of 2013. Actually, in spite of the Great Fro-Yo Boom of 2013, the afterthought inside Dunkin Donuts (DNKN - Get Report) stores has had three straight quarters of positive sales growth. Not a chilly performance at all!

While Starbucks (SBUX - Get Report) grabs tons of headlines for its new food menu, here are the three reasons for the comeback story you need to know more about.

Marketing: Dunkin Donuts continues to be a master of all things story-telling. Not only has the company expanded the Baskin Robbins brand name to new iced coffee drinks, but will have a red and blue vanilla flavored ice cream for the May 3 release of The Amazing Spiderman 2. What kid doesn't love Spidey and ice cream?

Social experience: Both Dunkin Donuts and Baskin Robbins have massive followings on Twitter (TWTR - Get Report) and Facebook (FB - Get Report), mostly because the feeds are constantly updated with consumer shared photos and new drink showcasing. But, also, Dunkin Donuts has been leading the fast food industry with social media contests. For Spiderman, from April 1 to April 24, those that take the best Spiderman selfies and tag them on Facebook and Instagram with the #BRHero tag, are entered into prize drawings for free ice cream gift cards. Hey, who doesn't want to potentially snag some free ice cream and have a Spiderman selfie go viral?

Must Read: Is Gold Turning?

New products: Fact - through a new license agreement, you can now find Baskin Robbins in 3-packs and a 14oz cup in supermarket freezers. Oh yeah, you can now order custom ice cream cakes online. And, in May, a new Greek yogurt fro-yo will launch at the stores.

Say hello to Baskin Robbins 2.0.

-- By Brian Sozzi CEO of Belus Capital Advisors, analyst to TheStreet.

This article represents the opinion of a contributor and not necessarily that of TheStreet or its editorial staff.

WATCH: More videos from Brian Sozzi on TheStreet TV

At the time of publication, Sozzi held no position in the stocks mentioned.

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Real Money

More than 30 investing pros with skin in the game give you actionable insight and investment ideas.

Product Features:
  • Access to Jim Cramer's daily blog
  • Intraday commentary and news
  • Real-time trading forums
Only $49.95
14-Days Free
14-Days Free
DNKN $46.50 0.00%
FB $117.58 0.00%
SBUX $56.23 0.00%
TWTR $14.62 0.00%
AAPL $93.74 0.00%


Chart of I:DJI
DOW 17,773.64 -57.12 -0.32%
S&P 500 2,065.30 -10.51 -0.51%
NASDAQ 4,775.3580 -29.9330 -0.62%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs