Mrs. Fields pops up in Broadbeach

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Cookie franchise business Mrs. Fields has opened its first pop-up store.

The new site in Pacific Fair Shopping Centre, Broadbeach, Queensland is part of an expansion plan to take advantage of all kinds of locations to build brand awareness and increase the customer base.

Andrew Benefield, Mrs. Fields CEO, said “We see our pop up stores as a great way to test new locations in shopping centres, as well as taking the Mrs. Fields experience to new groups of customers at festivals, major shows and community events. We are really excited to be expanding the business in this way as we are bound to learn more about our customers from having the pop ups.”

Along with the recent brand refresh, Mrs. Fields is revamping and modernising all its marketing material that supports the brand. Benefield said “We have implemented an operational program that has every team member focused on living the brand promise and “Making the Moment” for all our customers.”

The pop-up store in Pacific Fair will operate for the next six to 12 months and is owned by the existing Pacific Fair Mrs Fields franchisees, Heral and Heena Patel.




Sarah Stowe

Sarah Stowe heads up the editorial in the Inside Franchise Business group at Octomedia. Sarah is a hands-on editor who has worked in consumer and B2B titles in UK and Australia and she has been editor of the View More...
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