Ice cream enthusiasts can visit Baskin-Robbins in Roanoke from 5 p.m.-10 p.m. to enjoy ice cream for 31 cents a scoop!

Baskin-Robbins in Roanoke, part of the world’s largest chain of ice cream specialty shops, invites customers to celebrate the fifth annual 31 Cent Scoop Night on Wednesday, April 27, 2011 from 5 p.m. – 10 p.m. at their store, located at 3620 Franklin Rd Sw, and at Baskin-Robbins shops nationwide.

During the event, Baskin-Robbins is thanking its customers by reducing prices of its 2.5 oz. ice cream scoops to 31 cents. The iconic brand is also “Scooping up Thanks for Our Firefighters” with a $100,000 donation to the National Fallen Firefighters Foundation (NFFF). During 31 Cent Scoop Night last year Baskin-Robbins scooped more than 5 million ice cream cups and cones!

As part of 31 Cent Scoop Night’s annual celebration, The Dunkin’ Donuts & Baskin-Robbins Community Foundation is once again making a $100,000 donation to support the National Fallen Firefighters Foundation. The NFFF, founded in 1992, honors America’s fallen fire heroes and their families by developing and expanding programs to recognize fallen heroes and assist their families and co-workers. In addition, to encourage consumers to support NFFF programs, this year, ice cream enthusiasts will be able to donate via text messaging. Consumers can text 6333 (NFFF) to 50555 to make a personal $5 donation.* Consumers will receive a text message to their phone almost immediately asking them to reply with YES to confirm the donation. Any donations that are not confirmed with YES will not be complete. Baskin-Robbins consumers who make a text donation will receive a message thanking them for their support. All proceeds of the donations go to help fallen firefighters’ families through extremely difficult times.

Throughout the month of April, ice cream aficionados can also enjoy Baskin-Robbins’ newest flavor, Firehouse 31, created in honor of 31 Cent Scoop Night. This delicious flavor, which will serve as April’s Flavor of the Month, is the perfect blend of hot and cold — a crunchy atomic fireball ribbon laced throughout with hot cinnamon and packed with red hot candy pieces in vanilla ice cream. During 31 Cent Scoop Night customers can choose any flavor of ice cream and pay only 31 cents.**

“Our fifth annual 31 Cent Scoop Night is going to be a red hot event,”said Brian O’Mara, Vice President of Marketing for Baskin-Robbins. “This annual tradition provides Baskin-Robbins with an opportunity to thank our loyal customers by offering 31 cent ice cream scoops but also to honor our partner, the National Fallen Firefighters Foundation. This year we wanted to create an opportunity for consumers to also donate to the NFFF through a mobile platform.”

In addition, participating neighborhood Baskin-Robbins shops will support their local fire heroes by hosting hometown fire departments during 31 Cent Scoop Night. During the event, local firefighters will collect donations for their firehouses while joining the community and scooping ice cream for fun! Families will also have an opportunity to take pictures with their local heroes on a fire truck or talk with them about fire safety.

“We are honored to partner with Baskin-Robbins again for its 31 Cent Scoop Night,” said Chief Ronald Siornacki, Executive Director of the National Fallen Firefighters Foundation. “Local fire departments throughout the nation enjoy participating in this fun community event because it is great for local communities to come together and enjoy ice cream and the perfect opportunity to raise fire prevention awareness, which will help decrease the amount of preventable fires.”

Baskin-Robbins lovers can follow @BaskinRobbins on Twitter and become a fan on Facebook for exclusive updates about 31 Cent Scoop Night.

For more information about 31 Cent Scoop Night go to the Baskin-Robbins Facebook event page or visit www.baskinrobbins.com.

* Charges will appear on consumers’ wireless bills, or be deducted from prepaid balances. Message and Data Rates May Apply. Reply STOP to 50555 to STOP. Reply HELP to 50555 for HELP. For full Terms and conditions, please visit the following links: www.mGive.org/T. Privacy Policy

** The cost of a 2.5 oz scoop of ice cream (or a 3 oz. Soft Serve cone) from 5 p.m. to 10 p.m. on April 27, 2011 will be 31 cents plus applicable tax. To ensure everyone can enjoy 31 Cent Scoop Night, there is a three scoop limit per person.

About Baskin-Robbins

Named the top ice cream and frozen dessert franchise in the United States by Entrepreneur magazine’s 31st annual Franchise 500(r) ranking, Baskin-Robbins is the world’s largest chain of ice cream specialty shops.

Baskin-Robbins creates and markets innovative, premium ice cream, specialty frozen desserts and beverages, providing quality and value to consumers at more than 6,400 retail shops in 42 countries. Baskin-Robbins was founded in 1945 by two ice cream enthusiasts whose passion led to the creation of more than 1,000 ice cream flavors and a wide variety of delicious treats. Headquartered in Canton, Mass., Baskin-Robbins is part of the Dunkin’ Brands, Inc. family of companies. For further information, visit www.baskinrobbins.com.

About the Dunkin’ Donuts & Baskin-Robbins Community Foundation The Dunkin’ Donuts & Baskin-Robbins Community Foundation brings together a wide network of stakeholders, including Baskin-Robbins franchisees, crew members and employees, to support those who serve in our communities. The focus of the Foundation is emergency response organizations and child-related causes. The goal of the Foundation is to help ensure that those heroes we depend on during a disaster have what they need to rise to any occasion, and to make a positive impact on the lives of children in the communities that we serve. To learn more about the Baskin-Robbins Community Foundation, please visit www.dunkinbrands.com/foundation.

About The National Fallen Firefighters Foundation (NFFF) The United States Congress created the NFFF to lead a nationwide effort to remember America’s fallen firefighters. Since 1992, the nonprofit foundation has developed and expanded programs to honor fallen fire heroes and assist their families and coworkers. For more information on the Foundation and its programs visit www.firehero.org.