Cookie giant joins Caltex
“Forming this relationship with Caltex is a great way to mark the 20th anniversary of Mrs Fields fast food franchise in Australia. They are the largest refiner of petroleum products in the country and joining a truly national operation gives us the opportunity to improve our distribution enormously,” said Andrew Benefield, managing director for Mrs Fields Australia.
Initially a pilot program, the venture with Caltex will give Mrs Fields coffee franchise a presence of around 50 stores in Australia, a figure which Benefield said would provide extra brand recognition with which to build the main franchise network.
The cookies will be baked daily onsite by operators and eventually Caltex franchisees, something which will differentiate them to other items on the service centre’s shelves, he said.
“They will be baked fresh at each Caltex that day, as opposed to other items inside that may have been pre-packaged some time before. Our products have no artificial flavours, colouring or preservatives and are free of Trans Fats which I’m sure will add to their appeal.”
Encompassing Caltex Service Centres at Parklea on Windsor Road and Pendle Hill on the Great Western Highway as well as at Thornleigh, Beacon Hill and Neutral Bay, five locations will initially serve the world famous treats. It is the first stage of the company’s expansion goals within the organisation, which has 700-plus Caltex service centres around Australia.
“I am sure that many motorists will be exposed to our product for the first time, which is exactly why this venture is such an exciting one. It will introduce us to new customers as well please existing ones”, added Mr Benefield.
12.08.2008
FCA Member
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Contact Mrs. Fields Gourmet Cookies
Suite 2a, 84 Darley Street
Mona Vale
NSW 2103
Tel: 1300 905 257
Fax: 02 9999 0231
