Baskin-Robbins to launch feature-rich rewards app in 2026
Winning the Gen Z battle means moving beyond transactions into culture.
Baskin-Robbins is expanding its digital presence with a rewards app rollout in the Gulf region next year that will introduce features each quarter, including WhatsApp integration, eGift options, one-click ordering, and hyper-personalisation tools.
Speaking at the QSR Media Middle East Conference & Awards 2025 in Dubai, Amr Gawish, regional marketing manager at Galadari F&B—the master franchisee for Baskin-Robbins and Dunkin’ in the Middle East—said the strategy is aimed at “competing beyond apps.”
“Every brand now has a website and an app—that’s no longer a differentiator,” he said. “The real edge comes from how efficiently you integrate emerging digital touchpoints into the customer journey.”
The Baskin-Robbins Rewards app, launched in December 2024, lets customers earn points for purchases, unlock higher status tiers through frequent visits, and redeem points for free scoops, toppings, and other items. Users also get occasional surprise offers and exclusive perks.
Gawish said the company’s growth strategy balances brand heritage with cultural relevance. “Winning the Gen Z battle means moving beyond transactions into culture—it’s about identity, experiences, and belonging,” he said.
Baskin-Robbins’ collaborations have reflected that focus, from a partnership with skincare brand Laneige to themed Ramadan desserts and gaming tie-ups across Gulf markets.
“It’s always part of our calendar to have projects that are relevant to the main activities happening in each market,” Gawish said.
He said the group’s approach centres on selective innovation. Brand longevity isn’t about chasing every trend but “scooping the ones that fit your flavour,” he said.
Under Galadari F&B’s direction, Baskin-Robbins and Dunkin’ aim to boost loyalty and redefine relevance in the region’s quick-service market by combining digital innovation with the emotional appeal of nostalgia.
“When you modernise your brand, don’t forget your core values,” Gawish said. “Stay connected to your story whilst creating something new.”
