Baskin-Robbins Showcases First Ontario Store with Moments Design


TORONTO — Baskin-Robbins has opened its 110th ice-cream shop in Canada, located on King Street in Toronto. The location is the first in Ontario to feature the brand’s new, international Moments design concept, which includes new dipping cabinets, flexible and comfortable seating and modernized digital menu boards. The opening is the third of an 11-unit agreement with Sulman Muhammad, who joined the Baskin-Robbins network in 2021 with a first shop in Mississauga.

“There are a lot of smiles when the topic of ice cream and expansion comes up,” says Natalie Joseph, spokesperson for Baskin-Robbins Canada. “Sulman, his wife Namra and his team leader Rashida, have done amazing work in embracing the magic of our brand and the fun that drives the ice cream and dessert categories. We’re excited to see how Sulman and the team at this location bring to life our new shop design. It’s brighter, crisper and even more guest-centric than our previous models. We’re confident guests will love it, and we’re even more excited to expand it to other markets in short order.”

“I’m very happy to see the potential I saw in this partnership coming to life,” says Muhammad. “I knew the brand had a very strong foundation and following, but I’m impressed by the importance the company places on development and innovation. It gives me the confidence to say you can expect even more to come from my team and I, with each new in person or online visit.”

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