RISE - Menu Monitor

Mrs. Fields
Headquarters
2855 E. Cottonwood Pkwy Suite 400, Salt Lake City, Utah 84121 USA
Tel: (801)736-5600 Fax: (801)736-5970
www.mrsfields.com
Ownership: Private
Segment: Limited Service Snack
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 105,000 110,000 114,000
Company-owned ($000) - 15,000 18,000
Franchised ($000) 105,000 95,000 96,000
U.S. Number of Units 403 422 433
Company-owned - 49 57
Franchised 403 373 376
International Sales ($000) 30,000 24,000 22,000
International Units 97 87 82
Average Sales/Unit ($000) 270 275 280
Concept Positioning |
Mrs. Fields is a quick-service chain of retail bakery units selling a variety of snacks—namely baked goods and candies as well
as beverages and frozen treats. Its specialties are its freshly baked assortment of cookies, particularly the signature chocolate
chip cookie, sold in a variety of flavors and sizes. Other popular baked items include brownies and muffins. Mrs. Fields is
franchised by Mrs. Fields Famous Brands LLC, and is owned and operated by private equity firm Capricorn Management.
Units are usually located in malls, airports and high-traffic strip shopping centers. Its color scheme of red and white is carried
out in the interior and exterior of each location. Ranging in size from 350–800 sq. ft., the units utilize their limited space by
displaying sheets of cookies and brownies behind glass counters. There is no seating, nor are stand-up counters available.
Debbi Field opened her first cookie store in an international food arcade in Palo Alto, CA, in 1977. International expansion
began in 1984. In 1996, an investor group led by Capricorn Investors, through its Mrs. Fields’ Holding Company, Inc., formed
Mrs. Fields' Original Cookies, Inc. as part of a merger with Midial S.A.'s U.S. foodservice holdings that included the Hot Sam,
Corn Dog on a Stick and The Original Cookie Co. chains. In 1998, its parent acquired three additional chains: Great American
Cookies, Pretzel Time and Pretzelmaker. In 2000, Mrs. Fields, through a management agreement, assumed the corporate and
administrative functions of TCBY and began operating as Mrs. Fields Famous Brands LLC, which is owned by parent
Capricorn Investors. Over the years, the company has entered into a number of license agreements to produce and sell Mrs.
Fields products in stores owned and operated by others as well as market a line of Mrs. Fields chocolate chips. Another
version of the bakery is for in-store development in large supermarket chains. For example, the chain has teamed with Wal-
Mart to license co-branded stores in a number of the international retailer's super centers. Long-term expansion plans have not
been disclosed.
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