Mrs Fields Gourmet Cookies continues Australian market surge

Global cookie and Mrs. Fields Gourmet Cookies  continues to make inroads into the Australian market, with over 20 franchises and plans to reach 30 by the end of 2010.

With six new cookie franchise stores opening this yearn including the opening of a Mrs Fields outlet at Sydney International Airport in September, The figure is well on track. 

Andrew Benefield, Australian Managing Director of the cookie and coffee franchise group said “It has been very successful as has the other recent store opening at Castle Towers. We have another store opening in Northlands in Victoria on November 24. The makes it six store openings for 2009 so it has been a strong growth year for us.”  

Ten new Mrs Fields cookie franchise stores are scheduled to open in 2010, as part of Mrs. Field's ongoing growth plan, with two Sydney cafe franchise stores already confirmed to open early in the New Year.

One of the major highlights of the year for the cookie franchise network was their second ranking in leading franchise website Top Franchise’s category of “Top 10 Overall Best Franchises” in the opinion of those who matter most – their franchisees.

Franchises are ranked in several criteria to achieve the ‘overall’ ranking, including franchise support, rewards, lifestyle and passion for the enterprise.

Benefield explained that it was great the Mrs. Fields maintained their ranking of 2 after a second round of surveys with franchisees and that it is great to see the frenchisee's level of satisfaction when compared to other systems. The result also gives Mrs. Fields room for improvement to chase for number 1.

“Whilst the rankings are important to our egos what is far more important is the read this gives us on our performance with the people we support each and every day, our franchisees. It was great to see that we ranked highly in “Support Provided” and “Passion” categories as these are keys to our brand and our system. It was also good to see that we ranked highly on “listening to and acting on” what our franchisees require. We have worked hard this year to implement a number of new training programs as they requested and I see this as early recognition of that,” he said.

Another major achievement was their second placing in CSR Sugar Golden Bean Roaster Competition, securing the silver medal in the category of Chain Stores/Café Franchise (Milk Based).

“Offering a “Great Cup of Coffee” is a basic expectation of any customer these days, it is your ticket to participate in selling them something yummy and delicious to accompany that great coffee. I now see this award as important recognition for our unique blend. And that follows on from a bronze last year. One more spot to go next year!” Benefield added.

In January, the cookie franchise network will introduce several new products including a frozen chilled cookie drink, which Benefield anticipates will increase their appeal to a new demographic.

“We trialled the drink in Queensland and it was a hit , it went really well and we expect it will help drive our youth-oriented market along with some other treat based products to attract a new market.”