31 LICKS IN SWEET RIVALRY BASKIN-ROBBINS JOINS FREEBIE FRAY.Byline: Jennifer Hamm Staff Writer GLENDALE - As the weather gets warmer and the days longer, there may be nothing better than a scoop of Bubble Gum or Chocolate Chip Chocolate chips are small chunks of chocolate. They are often sold in a round, flat-bottomed teardrop shape (similar to a Hershey's Kiss). They are available in numerous sizes, from large to miniature, but are usually around 1 cm in diameter. Cookie Dough Cookie dough refers to a blend of cookie ingredients which has been mixed into a solid yet malleable form but has not yet been hardened by heat. The dough is often then separated and the portions baked to individual cookies, or eaten as is. ice cream. Except, that is, a free scoop. Following the lead of Ben & Jerry's, Glendale-based Baskin-Robbins is expecting to give away 4 million free single scoops tonight at stores nationwide - enough to create a Rocky Road-flavored path from Los Angeles Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. to San Diego San Diego (săn dēā`gō), city (1990 pop. 1,110,549), seat of San Diego co., S Calif., on San Diego Bay; inc. 1850. San Diego includes the unincorporated communities of La Jolla and Spring Valley. Coronado is across the bay. . In its Free Scoop Night, lines are expected to spill out Verb 1. spill out - be disgorged; "The crowds spilled out into the streets" spill over, pour out pour, pullulate, swarm, teem, stream - move in large numbers; "people were pouring out of the theater"; "beggars pullulated in the plaza" the doors as ice cream lovers queue up Verb 1. queue up - form a queue, form a line, stand in line; "Customers lined up in front of the store" queue, line up stand, stand up - be standing; be upright; "We had to stand for the entire performance!" between 5 and 10 p.m. for their favorite of the company's 31 flavors. ``This is just a different way to say thank-you to our loyal customers who support us all the time,'' said Debra Newton, spokeswoman for Baskin-Robbins. ``It's a way to invite people back who haven't been to Baskin-Robbins in a while.'' Retail analysts say giving away the store for a day can be a great way to get a lot back in the long run. The idea is to get people to try the product at no cost. If they like it, chances are they'll come back. ``They do this because it helps them sell products down the road,'' said David Stewart, professor of marketing at USC's Marshall School of Business The Marshall School of Business (also known as USC Marshall School of Business) is the business school at the University of Southern California. It is the largest of USC's 17 professional schools. The current Dean is James G. Ellis. . Such promotions have been so successful for rival Ben & Jerry's since the company went into business more than 20 years ago that it's now a part of the Vermont-based ice cream chain's culture, said , spokesman Max Gitnick. Ben & Jerry's gives the donations it receives on Free Cone Day to charity, Gitnick said. Baskin-Robbins will be giving donations to a national nonprofit organization Nonprofit Organization An association that is given tax-free status. Donations to a non-profit organization are often tax deductible as well. Notes: Examples of non-profit organizations are charities, hospitals and schools. , called First Book, that buys books for disadvantaged young people. Officials of both ice cream companies don't mind profit losses for a giveaway. ``You pay to advertise one way or another,'' said Gitnick. But servers may put on some limits on free ice cream. Some ice cream lovers have been known to get back in line for seconds or thirds. To them, Gitnick offers this advice: ``It's only Free Cone Day. It's not all-you-can-eat day.'' CAPTION(S): 2 photos Photo: (1) Isela Lopez creates a frosty concoction Tuesday at a Baskin-Robbins shop in Northridge. Lines are expected tonight for free ice cream from the Glendale-based chain. (2) Baskin-Robbins customers in Northridge paid for ice cream on Tuesday. But they will each get a free scoop tonight. Phil McCarten/Staff Photographer |
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