Nguyen Thanh Nam (rightmost), general director of Blue Star Food Corporations, attends the opening ceremony of Baskin-Robbins's 31st outlet. — Photo courtesy of Blue Star Food

HA NOI (Biz Hub) — The United States-based Baskin Robbins, the world's largest specialty chain, recently secured its foothold with the opening of its 31st outlet in the country.

The new store is located in the Pearl Plaza trade centre at 561A Dien Bien Phu Street in Binh Thanh District of HCM City.

The store will offer Vietnamese customers a wide selection of imported ice creams, including world classics and signatures such as mint chocolate chip, chocolate mousse royale and green tea.

The opening of the new outlet is part of the firm's business expansion strategy after four years of development in Viet Nam.

Blue Star Food Corp, an ice cream franchisee in Viet Nam, plans to open 100 Baskin Robbins stores in the country by 2020.

Baskin Robbins' ice creams are all imported from the United States, with 7,600 stores in 52 countries across the world and more than 1,300 flavours.

Nguyen Thanh Nam, general director of Blue Star Food Corporations, said Baskin Robbins has penetrated Viet Nam, Indonesia, Thailand and Singapore, besides Malaysia..

"In the first phase of development, we conducted market penetration, branding and marketing plans to gain the trust of customers. After four years, the company has built the brand successfully, understanding the market as well as maintaining a stable workforce," Nam said.

"Therefore, we believe we can achieve the target of 100 stores by 2020," Nam said. — VNS