Baskin-Robbins Rings in Chinese New Year with First New Shops in Shanghai, Expanding Its Presence in Mainland China

100 New Shops Expected to Open in Shanghai Over the Next 10 Years

Canton, Mass.--(Business Wire)--As Part Of Its Greater China Expansion Strategy, Baskin-Robbins, The World's Largest Chainof ice cream specialty shops, opened its first two locations in Shanghai over the weekend during Chinese New Year. A third Baskin-Robbins shop will open late February in Shanghai, bringing its number of shops in the country to 47.

The company granted franchise rights to Shaanxi Stellerich Food & Restaurant Co. in 2008 to develop 100 shops in the Shanghai Municipality and Zhejiang Jiangsu and Shaanxi Provinces over the next 10 years. Shaanxi Stellerich is also a franchise partner with Baskin-Robbins' sister brand, Dunkin' Donuts, in Guangdong Province.

"We are thrilled to share Baskin-Robbins' fun environment with the Shanghai community," said Frank Sun, Chairman of Shaanxi Stellerich, B-R Licensee partner. "We are proud to be partnering with Baskin-Robbins and play a role in expanding the awareness and recognition of this great brand."

Baskin-Robbins serves more than 300 million customers in 36 countries around the world. The brand has more than 2,000 shops in Asia, including 929 in Japan, 714 in Korea and 27 in Beijing. Customers in Shanghai will enjoy a wide selection of world-classics, including Mint Chocolate Chip, brand signatures like Pralines 'n Cream and Chocolate Mousse Royale, as well as local and regional favorites such as Green Tea, Cherries Jubilee and Jamoca® Almond Fudge.

"Passionate and dedicated licensees and franchisees are the key components to Baskin-Robbins' success, and the Shaanxi Stellerich team clearly reflects these characteristics," said Srinivas Kumar, Chief Brand Officer of Baskin-Robbins Worldwide. He continued, "Baskin-Robbins has always been very strong in Asia, leading the market in Japan, South Korea and South East Asia. We believe that the people of Shanghai will also embrace what Baskin-Robbins has to offer, and look forward to continued expansion and success in the market."

The Chinese name for Baskin-Robbins is "Ba Si Luo Bin" which was specifically chosen after extensive consumer research. The company is globally recognized for its signature 31 flavors of ice cream--a different flavor for every day of the month. Today, Baskin-Robbins has more than 1,000 flavors in its ice cream library.

About Baskin-Robbins

Named the top ice cream and frozen dessert franchise in the United States by Entrepreneur magazine's 30th annual Franchise 500® ranking, Baskin-Robbins is the world's largest chain of ice cream specialty shops. Baskin-Robbins creates and markets innovative, premium ice cream, specialty frozen desserts and beverages, providing quality and value to consumers at more than 5,800 retail shops in 36 countries. Baskin-Robbins was founded by two ice cream enthusiasts whose passion has led to the creation of more than 1,000 ice cream flavors and a wide variety of delicious treats. Headquartered in Canton, Massachusetts, Baskin-Robbins is part of the Dunkin' Brands, Inc. family of companies, which also includes Dunkin' Donuts, the largest coffee and baked goods chain in the world.

About Shaanxi Stellerich Food & Restaurant Co. Ltd.

Shaanxi Stellerich, a Xi'an based company, has a long and established experience in China's QSR industry. The company also operates concepts KFC, 3R3H (3 Royalty & 3 House), King-Coffee, Royal Kitchen Seafood and Shark Fin Restaurant, and Lao Tian Mu Soy Sauce Snacks.



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