The Baskin-Robbins ice cream parlors started as separate ventures from Burt Baskin and Irv Robbins, owning Burt's Ice Cream Shop and Snowbird Ice Cream respectively. Snowbird Ice Cream featured 21 flavors, a novel concept for the time. When the separate companies merged in 1953, this concept grew to 31 flavors.
Baskin-Robbins is known for its "31 flavors" slogan. The idea for having 31 flavors came from the Carson-Roberts advertising agency (which later became Ogilvy & Mather) in 1953, along with the slogan "Count the Flavors. Where flavor counts." 31 was also more than the 28 flavors then famously offered at Howard Johnson's restaurants. In addition, the number 31 was chosen so a customer could have a different flavor every day of the month (assuming a 31 day month). Burt and Irv also believed that people should be able to sample flavors until they found one they wanted to buy ― hence the iconic small pink spoon. During a now famous promotion, Amy Boggioni led a group of three who finished 31 scoops of all 31 flavors in under 31 minutes.
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