The new store concept features ice cream dipping cabinets displaying premium ice cream flavours, cakes and new novelties collection. Credit: PRNewsfoto/Baskin-Robbins.

US-based ice cream restaurant chain Baskin-Robbins has launched a concept store design called Moments in Fresno, California.

The restaurant chain has worked closely with US-based customer experience and branding agency WD Partners to design the Moments store concept.

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Features of the new store concept include new interior design with contemporary décor, ice cream dipping cabinets, a Fresno wall mural, indoor seating with swivel chairs, high tables and bar stools, as well as a new digital menu board displaying products.

Baskin-Robbins US and Canada senior vice-president Jason Maceda said: “The unveiling of our next generation store is a key milestone in Baskin-Robbins’ nearly 75-year history and we’re so excited to give our guests a new and modernized experience when they visit Baskin-Robbins.

“It’s the cornerstone of who we are as a brand and gives guests an entirely new way to experience Baskin-Robbins.”

“Our new ‘Moments’ design represents our brand purpose to spark joy and optimism and help guests create joyful moments with family and friends while enjoying great-tasting ice cream and amazing flavour variety.

“It’s the cornerstone of who we are as a brand and gives guests an entirely new way to experience Baskin-Robbins.”

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In addition, the concept offers an upgraded menu at a new product platform, ‘ice cream novelties’, that offers hand-dipped and snackable frozen treats such as chocolate-dipped bananas, polar pizza slices, ice cream bars and smoothie bars and waffle cones.

It also features an expanded toppings station a range of options for customisation.

Furthermore, the restaurant chain is planning to expand the concept across its network from 2019.