Mrs. Fields Gourmet Cookies snack food franchises rank highly in nationwide franchisee survey

Mrs. Fields Gourmet Cookies snack food franchises have yet again ranked among the Top 10 of most satisfied franchisees, coming in third place in a nationwide survey conducted by market researcher Ten Thousand Feet.

CEO and Australian franchise owner Andrew Benefield says that he is extremely proud of this year’s ranking due to a marked overall rise in franchisee satisfaction and perception of the food and beverage franchise brand. The company has placed in the top 10 for the past four half-year surveys.

“Not only have our franchisees reported a stronger satisfaction with the return from their businesses, but there is also a universal belief that the Mrs. Fields brand has a strong resale value, improving confidence and satisfaction at a grass-roots level. When our franchise owners are happy, this creates the best conditions for our retail customers,” says Benefield.

Benefield also says that as a result of continually improving support and training systems, the snack food franchises showed improvements in other areas of the survey results, such as assumed support levels offered and quality of processes.

“Whilst our support continues to improve we are also 25 base points ahead of the industry standard,” says Benefield.

This support system is set to further grow with the appointment of Stevan Bishop as Operations Support Coach in Victoria and Alison Jefferies as Local Marketing Coordinator in Sydney.

Benefield plans to improve these results even further in the new financial year, developing strategies that allow franchise owners to have more input on the development of the brand. He notes that many of the company’s best innovations come at franchisee level, and that the owners of the snack food franchises are their most important asset.