The Baskin Robbins brand entices customers with its myriad flavors and became famous for its variety—31, in fact—of flavors; the idea, conceptualized by the Carson-Roberts advertising agency (now Ogilvy and Mather), promised a different flavor each day of the month.

In its 60 year, the company rolled out a new brand logo, where "31" was subtly embedded in the logo design. This was followed by a makeover of the store’s design to reflect a décor that was contemporary and energized. The flavor menu has also been enhanced, with the brand offering more than 1,000 different varieties of ice cream—from fruity options like Cherries Jubilee to chocolate delights like Rocky Road.

But does Baskin Robbins' online presence reflect the taste and flavor of the brand offline?

At first glance, browsing through the site seems as difficult as zeroing in on a flavor at a Baskin Robbins store. There are several menu options throughout the site, leaving virtual visitors wondering where to begin.

The various promotions are highlighted in the main area of the site. The most recent one, a "31 cent scoop night," commemorates American firefighters; participating stores will offer small scoops of ice cream for that price. The iconic pink spoon (which customers use to sample flavors at the store) serves as the "next" button, allowing visitors to learn about new offerings at Baskin Robbins stores.

The "Deep Freeze" section in this area is particularly interesting because it lists the retired flavors. Here, consumers can vote for a flavor that they particularly miss and request that it be returned to the Baskin Robbins menu.

Additionally, given the "taste and feel" constraints of the web, the absence of scintillating visuals is a lost opportunity for the brand to market its core strength—its variety of flavors. Cold Stone Creamery, another leading purveyor of ice cream in the US, has capitalized on this opportunity with vivid images of ice cream displayed on the site.

Different styles of ice cream, ranging from sundaes to beverages and cakes, are also highlighted on the site. In an industry where presentation is an important sales tool, the brand could perhaps increase the appeal of its products by allowing users to see enlarged and more accessible images of each of its products.

The Cake Creator option is convenient for young parents planning a party for their kids. This allows you to choose a cake design—the Roaring Dinosaur for example—and customize the flavors to match your taste buds. One can save the options, print them, and present the hard copy at a Baskin Robbins store, which will then customize your order. Once again, the only drawback here online is the bland image of the cake design, which is miniscule and unhelpful.

While the company does not allow you to order ice cream on the web, it does offer users the option of purchasing a Baskin Robbins gift certificate. Also, if you’re looking for some free ice cream, the brand invites you to join the Birthday Club, which treats you to a 2.5 ounce helping of ice cream on your special day—just fill out a basic form with your email address.

For corporation information, the menu bar on the topmost corner of the site allows you to learn more about the company and its franchises. Here, the company highlights its community outreach efforts such as fundraisers. The latest press releases are also available on the site. The most well thought out area in this section is the timeline, where one can learn about noteworthy developments throughout the brand’s existence.

Though the site is packed with all the necessary ingredients, browsing through the different sections can be cumbersome. The brand could take a few pointers from competitor Marble Slab Creamery, which has a neatly laid-out site and a defined structure allowing users to browse the sections without much effort.

Another drawback is that the Baskin Robbins website does not mention the web addresses of regional websites like those for Malaysia, Canada, and Australia. Each site is a stand-alone entity with no link to the parent company.

In all, the site does an admirable job of encouraging consumers to interact with the brand by learning about its history, exploring new flavors, and reminiscing about past favorites. With a little more organization in terms of layout, images, and content management, the brand will ensure that customers are as satisfied with the website as they are with the ice cream.