Mrs Fields - Baking 30 years of business success
Debbi Fields’ ultimate goal was to indulge the world with a sweet treat, the best coffee and a warm smile. Now dominating the specialty bakery industry with nearly 500 Mrs. Fields stores in 19 countries and another 3,000 independent outlets worldwide, it seems Debbi Field’s dream has come true.
Mrs Fields cafe franchise fired up their ovens in Australia in 1988 and has been wowing Aussies ever since with the delicious concept of buying lusciously thick hot cookies straight from the store. 12 months ago Andrew and Debbie Benefield acquired the Australian Master Franchise rights to Mrs. Fields Cookies from the United States, after identifying the company’s enormous potential for growth of the food retail franchise in this country.
“We were so impressed with the entire concept and philosophy behind Mrs Fields and recognised the huge opportunity to develop the business to the level of the US operation,” stated Andrew. “I have been working in the franchise industry for many years with some of the majors like Caltex, KFC & Pizza Hut and instantly saw the potential to expand this franchise.”
Although a well known brand and popular indulgence for thousands of customers downunder, the cookie chain is still in its infancy according to Andrew and the team is looking to expand into new markets right around the country, opening a further 50 stores over the next 5 years.
“The retail model is so simple for franchisees, as there is no product preparation for shop owners. The cookie dough is delivered to store for easy onsite baking, making the business accessible to everyone.”
“We have also sourced some very exciting marketing opportunities from overseas that we are looking to develop for the Australian market.”
Not only is Mrs Fields increasing their store count, but they have also increased the size of their cookies this year by a huge 20%, giving customers even more cookie for their money.
“We are continuously evolving the company, looking to improve and develop our product lines,” enthused Andrew. “Our cookies are already of the highest quality, without any preservatives, artificial flavours or colours, making our product a more popular wholesome treat. So what we did this year was increase the size for our customers.”
Besides quality of product, the customer experience is the basis of the Mrs Fields business, therefore management have incorporated a sophisticated and comprehensive training program for all franchisees. Upon joining the company, new Franchisees undergo an extensive three-week training program at one of the company’s stores. There, new owners will learn to create the Mrs Fields world renowned products, effective in-store marketing and the unique customer service. Management provides thorough and consistent ongoing support with individual business development programs to assist in the success of every new Mrs Fields franchise.
There are two types of Mrs Fields cafe franchise business opportunities in the system, Cookie Cafés and Cookie Kiosks, giving potential franchisees a choice, depending on their desires and location’s needs Each one is designed to exhibit the same high quality marketing, merchandising and design features, which are warm yet bright and cheery, with a high profile trademark identity. The Kiosk is offers a quick retail experience and the Café offers a coffee shop style experience appealing to customers who want to enjoy their cookie in the moment with a great coffee. A Mrs Fields Shop costs between $180,000 to $300,000 to establish, depending on the seating configuration, including franchise fees and training and a kiosk is between $160,000 to $230,000.
Mrs. Fields’ motto, “Good Enough Never Is,” reflects their uncompromising dedication to the consumer’s experience. From one small store in Palo Alto to an internationally recognised brand, Mrs. Fields has won universal acclaim as the world’s premier chain of cookie stores, offering a singularly indulgent experience time and again.
Mrs Fields are proud members of the Franchise Council of Australia, and subscribe to its ethics and Code of Conduct.
25.03.2008
FCA Member
Mrs. Fields Gourmet Cookies News
Mrs. Fields Gourmet Cookies continues to excel despite major changes
23/02/2012 - For the third consecutive year, Mrs. Fields Gourmet Cookies ...
Give Cookies instead this Christmas from Mrs. Fields Gourmet Cookies
19/12/2011 - Mrs. Fields Gourmet Cookies is offering a range of gift packs ...
Mrs. Fields support makes becoming a gourmet cookie franchisee a positive experience
18/10/2011 - For YeQiong (Tracy) Liang, investing in her Mrs. Fields QV Melbourne ...
Mrs Fields Gourmet Cookies Celebrates Halloween with Ghoulish Cookie Cake Treats
9/09/2011 - Mrs Fields Gourmet Cookies celebrates Halloween with a special ...
Franchise opportunities from Mrs. Fields
17/08/2011 - Mrs. Fields Gourmet Cookies franchise is a strong international ...
Andrew Benefield drives Mrs. Fields successful expansion
25/07/2011 - Andrew Benefield was about to leave the country for his home ...
Contact Mrs. Fields Gourmet Cookies
Suite 2a, 84 Darley Street
Mona Vale
NSW 2103
Tel: 1300 905 257
Fax: 02 9999 0231
