"AI-Integrated New Product Development" SPC Baskin-Robbins Opens Innovative Store 'Workshop'

Set up on the 1st floor of the headquarters... Showcasing experimental products first
Functions as an R&D center including AI-integrated new products

SPC Baskin-Robbins announced on the 19th that it has opened the doors to 'Workshop by Baskin-Robbins (Workshop),' a space for experimentation and creativity showcasing next-generation product research and development (R&D) capabilities, including artificial intelligence (AI).

On the 19th, at the 'Workshop by Baskin-Robbins' store opening event, Heo Hee-soo, Executive Vice President of Strategy at BR Korea (right), is explaining the store and products to Jeffrey Jones, Chairman of the American Chamber of Commerce in Korea (left), and James Kim, President of the American Chamber of Commerce in Korea (center).

Located on the first floor of the Baskin-Robbins headquarters building ‘SPC2023,’ the 111㎡ Workshop with 99 seats serves as a place to introduce not only directly manufactured products embodying Baskin-Robbins' technological expertise but also experimental and innovative products developed by the company’s planners and researchers. It plans to function as an R&D center by testing consumer reactions, gathering feedback, and expanding application to franchise stores.

In particular, it is the first to pilot the next-generation product development model ‘Baskin-Robbins AI NPD (New Product Development) System,’ which uses ChatGPT developed by OpenAI to conceive new product ideas and generative AI to create product visuals. As a product lineup exclusive to the Workshop store, the strategy is to introduce new ‘Deep Flavor’ products monthly by integrating AI based on big data deep learning technology, monitor consumer responses, and expand technological innovation.

Additionally, to provide a differentiated brand experience, the brand storyteller ‘Doctor’ operates at the Workshop. The Doctor recommends ice cream flavors tailored to consumers’ preferences and explains the Baskin-Robbins brand story one-on-one. Baskin-Robbins plans to launch an ‘Ice Cream Docent’ program with the Doctor in the first half of the year to offer consumers a professional experience related to ice cream.

Moreover, Baskin-Robbins collaborated with Secta9, SPC Group’s marketing solution affiliate, to analyze customer preferences based on big data from the membership service ‘Happy Point’ and released products reflecting these preferences at the Workshop store. Customers can enjoy experimental and creative flavors such as ‘Wasabi’ and ‘Cr?me Br?l?e,’ as well as deeply explored variations of the existing ‘Green Tea’ flavor like ‘Green Tea Orange Jasmine’ and ‘Green Tea Earl Grey.’ The Workshop also unveils its signature ‘Egg Cake’ lineup for the first time, featuring cakes shaped like eggs that creatively transform animals, fruits, characters, and more.

Meanwhile, the Workshop store is divided into three concept spaces to enhance brand experience. These include the Story Zone, offering a rich selection of 48 flavors including exclusive Workshop flavors and best sellers with engaging stories; the Cake Zone, showcasing premium ice cream cakes made by chefs on-site; and the Variety Zone, featuring 12 types of authentic Italian-style gelato and a ‘Gelato Live Station’ where customers can instantly enjoy customized toppings.

A Baskin-Robbins representative stated, “Workshop will serve as an R&D center presenting the future of Baskin-Robbins by introducing innovative new products first, incorporating next-generation technologies such as artificial intelligence (AI) and big data analysis, and gauging consumer reactions. We aim to provide consumers with a more professional and differentiated experience through ice cream at the Workshop store.”

This content was produced with the assistance of AI translation services.