Head to head · F&B / Ice Cream✓ VERIFIED · 2026-07-12
Baskin-Robbins vs Marriott: units, growth & AI adoption
Marriott leads on AI adoption (81/100 vs 47/100), while Marriott is the larger system by unit count (8,800+ vs 7,700+). Marriott is growing faster year-over-year (+4.1%). Data verified Q3 2026.
| Metric | Baskin-Robbins | Marriott |
|---|---|---|
| Sector | F&B / Ice Cream | Hospitality |
| Headquarters | USA | USA |
| Units (approx.) | 7,700+ | 8,800+ ◂ |
| Unit growth YoY | +1.9% | +4.1% ◂ |
| AI Adoption Score | 47/100 | 81/100 ◂ |
| Operations AI | 42 | 78 ◂ |
| Marketing AI | 58 | 86 ◂ |
| Training AI | 40 | 74 ◂ |
| Data infrastructure | 48 | 85 ◂ |
| Region | North America | North America |
| Index rank | #47 | #4 ◂ |
Baskin-Robbins
Large APAC footprint (especially Korea and Japan) with AI use mostly inherited from parent-company marketing platforms; unit-level AI operations remain thin.
FULL BASKIN-ROBBINS PROFILE →Marriott
The largest hotel franchisor runs revenue-management AI that sets room pricing across thousands of franchised properties, plus AI concierge and workforce scheduling.
FULL MARRIOTT PROFILE →Franchise Intelligence Index
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SOURCE: FRANCHISEPULSE FRANCHISE INTELLIGENCE INDEX, Q3 2026 · FREE TO CITE WITH ATTRIBUTION + LINK