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Baskin Robbins has started rolling through the neighbourhoods of Bahrain in its ‘Happy Wheels’ van, the first of its kind in the kingdom, to spread a little happiness and lick the opposition.
The van carries a range of its customers’ ‘favourite delicious ice cream flavours’ and will also be making appearances on the sidelines of live music events staged on the island.
With 41 Baskin Robbins outlets in Bahrain and about 700 stores across the Middle East, Galadari Ice Cream Company (GICC) aims to continue to expand the Baskin Robbins brand in the region.
Fawaz Al Mannai, managing director of Universal Enterprises, a joint venture with GICC, said: “We want to build strong, long-lasting relationships with local communities through personal outreach. We wanted to not only engage and connect with customers, but allow the brand to hold a unique position in the community, which can be used as a platform to celebrate and spread happiness and joy.”
