The 'Big Secret' Of Baskin-Robbins' Business Is Ice Cream Cakes

By tawalker on FlickrDunkin' Brands CEO Nigel Travis went on Mad Money with Jim Cramer on CNBC to talk about his company and he had some things to say about his ice cream seller Baskin-Robbins.

Travis declared Baskin-Robbins International the "jewel in the crown" of Dunkin's business.

You see, Baskin-Robbins has a secret weapon.

Ice cream cakes.

"I think the big, big secret in our business is the possibility of ice cream cakes globally," said Travis. "13.6 million we sold last year, an average price of $25 — 300 a day in the stores."

"That's an amazing number," continued Travis. "Think what we could do if we could drive ice cream cakes up another 25 percent."

Ice cream cakes aren't perfect though. On the operations side, there are still issues to overcome.

"Sometimes you have freezer issues with ice cream cakes because of space, but we're working around that with smaller cakes," said Travis.

Watch the interview below: