Mrs. Fields cookie franchise network grabs a bigger piece of the Australian market

Cookie franchise network, Mrs. Fields Gourmet Cookies already has more than 500 outlets world-wide and its long term plan to become one of the strongest players in the Australian franchise market is now being realised.

Mrs. Fields has already opened one cookie franchise store in 2010 but expects to open a further eight nationally over the coming months. Their expected total of roughly 30 stores by end of 2010 will see a growth rate 38% for the calendar year and revenue is expected to be up 30% this financial year.

This year the brand is set to expand its reach further interstate by opening cookie franchise stores in WA, including Perth.

According to Andrew Benefield, Managing Director for Mrs. Fields Australia, a number of cookie franchise stores are also set to open regionally.

“Our presence as a major international franchise force gives us credibility in the marketplace, and while the retail market has become very challenging, the brand has stayed strong,” he said.

“People will always want to treat themselves, and this is exactly what our products offer; one of life’s economical pleasures. From an investment perspective it creates virtually a failsafe option for the franchise buyer in a financial climate such ours. I think our actual and expected growth in the next 12 to 24 months will be a reflection of this. Investors are doing their homework.”

At the moment, coping with the high demand of franchise interest is one of the biggest predicaments for the brand according to Mr Benefield.

“One problem that Mrs. Fields faces is the influx of interest in the franchise which is combated by the short supply of retail space, due to reduction in shopping centre expansion during the GFC.”

He expects consolidation of operations and sites to be the key trend in the retail market in 2010, and will force innovation in the way brands expansion. To meet this requirement Mrs. Fields is already looking at opening multiple branded cookie franchise outlets with other key players as a way to maximise retail space.

“We also have a number of new products to be introduced in the coming year to extend our consumer appeal and widen our reach,” he said.