BASKIN ROBBINS ICE CREAM
Irvine Robbins and his brother-in-law both had ice cream parlors in California, and in 1946 they formed a partnership and created Baskin-Robbins to sell premium ice cream. The sold franchises, and by 1950 had eight stores. In 1953 Howard Johnson's 28 flavors of ice cream gave them the idea to advertise more flavors: 31 flavors, one for each day of the longest months.
The company purposely used uncomfortable chairs to discourage customers from lingering in the stores.
25% of Baskin Robbins ('31 flavors') ice cream sales are for plain vanilla.