Baskin-Robbins has launched a new “flavor of the month” meant to mimic the flavors of chicken and waffles.
The Chick’n & Waffles flavor is made with buttermilk waffle flavored ice cream with pieces of crunchy bits with chicken-and-waffle flavoring and a maple syrup flavored ribbon. It contains no meat and will be available through March.
To promote the offering the chain of more than 7,700 retail shops in 53 countries will offer what it’s calling a “bottomless brunch” at one of its locations in New York City.
From 10 a.m. to 1 p.m. on March 7 at the scoop shop at 1225 1st Avenue on the city’s Upper East Side, Baskin-Robbins will serve unlimited scoops of the flavor in a limited-edition Chick’n & Waffles cup.
“At Baskin-Robbins, we pride ourselves on bringing innovative flavors to market, which is why when we saw the growing popularity of chicken & waffles on menus, we knew we had to create a bold flavor that would change the way our guests enjoy Chick’n & Waffles,” Baskin-Robbins’ director of brand marketing, Hannah Suits, said in a press release announcing the new flavor.
“This flavor is a frozen twist on the iconic brunch dish, recreated in a deliciously deconstructed concept that is unique to our shops,” she added.
Baskin-Robbins, citing market research firm Datassential, said chicken & waffles currently appears on 27% more menus than it did four years ago.
Baskin-Robbins is an all-franchised concept, so the operators, but the parent company based on Canton, Mass., suggests a starting price of $3.99 per scoop for this flavor.
The chain, a subsidiary of Inspire Brands, also said it would roll out a new Get Egg-Cited Cake for spring from March 26 through April 9. The cake is colored with Easter egg-inspired pastels and a line of icing that resembles an egg that has been cracked open. It’s also decorated with sugar eggs and three-colored rosettes, as well as frosting grass accents and pastel edible confetti.
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