they became the first food company ever to franchise their outlets. Little did the McDonald's and Burger Kings of the future know, but the idea took hold in other retail establishments, and the age of "franchising" was underway. In 1953, they renamed the company Baskin-Robbins, deciding the order of their names with a coin toss. The "31 flavors" concept was introduced that same year to bring attention to a deep menu that featured a flavor for every day of the month. Baskin-Robbins had 43 stores by the end of 1949, more than 100 by 1960 and about 500 when the ice cream empire was sold to United Fruit Company for an estimated $12 million in 1967. Six months later, Burt Baskin died of a heart attack at 54. Robbins stayed involved with the company for 11 more years and retired in 1978. 25 years later Baskin-Robbins had become the world's largest chain of ice cream stores, with 5,500 outlets around the world. Baskin-Robbins is now a part of Inspire Brands. Personal life Robbins was Jewish. He married Irma Gevurtz in 1942, just before he went to serve in the U.S. Army. Robbins and Irma had three children: Marsha, John (author of the 1987 book Diet for a New America), and Erin. Baskin and his wife Shirley had two children, Edie and Richard. Robbins died of natural causes near his home in Rancho Mirage, California, at the age of 90. References External links Baskin-Robbins website 1917 births 2008 deaths American food company founders Jewish American military personnel United States Army personnel of World War II Burials at Forest Lawn Cemetery (Cathedral City) Businesspeople from California Businesspeople from Winnipeg Canadian emigrants to the United States Canadian Jews Fast-food chain founders Garfield High School (Seattle) alumni Businesspeople from Tacoma, Washington People from Glendale, California University of Washington College of Arts and Sciences alumni United States Army soldiers 20th-century American businesspeople Baskin-Robbins family 20th-century American Jews 21st-century American Jews