Daily Insights

Fall’s Frozen Treat

By: Mackenzie Baker | Oct 08, 2020

Dunkin’ and Baskin Robbins often share a storefront but are now taking their partnership one step further by sharing ingredients, too. 

In honor of the fall season and the release of its fan-favorite pumpkin munchkins, Dunkin’ collaborated with Baskin Robbins to create a pumpkin cheesecake milkshake. The shake will blend together the pumpkin munchkins with Baskin Robbins’ pumpkin cheesecake ice cream, as well as ginger snap cookie pieces and cinnamon cream cheese. The seasonal shake is available until November 30 but only at Dunkin’-Baskin Robbins locations in the Chicago area. By limiting the shakes availability to 250 Chicago storefronts, Dunkin’ and Baskin Robbins could increase loyalty with regional customers while still building buzz with fans in other parts of the country. Testing out the new, donut-ice cream hybrid this year could lead to Dunkin’ releasing the flavor nationally next year or developing additional munchkin milkshake flavors. 

Though Dunkin’ frequently introduces new products on social media to its nearly four million followers according to a Gartner report, it has not promoted the new pumpkin cheesecake milkshake. This could be due to its limited-edition regional release or because Dunkin’ is in the midst of promoting its new Halloween costumes and coffee collaboration with TikTok star Charli D’Amelio. Although devoted coffee customers may not hear about the munchkin milkshake on Instagram or Twitter, Dunkin’ and Baskin Robbins are still promoting the sweet treat in the Chicago area through advertisements and in-store marketing initiatives. Additionally, mobile customers around Chicago will see promotionals for the milkshake each time they log on to their Dunkin’ app. By focusing on in-store and app promotions, Dunkin’ could spur more store visits and connect with a small, but engaged audience of pumpkin-loving consumers. 

Dunkin’ and Baskin Robbins teamed up to offer the ultimate fall-flavored treat. The blending together of their popular pumpkin treats could be the start of a new trend for the restaurant brands, as fans may be eager to taste-test more donut and ice cream collaborations in the future.