RISE - Menu Monitor

Menu Positioning |
The menu at Mrs. Fields' features a variety of cookies, brownies, muffins, candies and beverages. Signature items are its
Chocolate Chip and Butter cookies. Other cookie flavors include Butter Toffee, Cinnamon Sugar, Coconut & Macadamias, Milk
Chocolate & Walnuts, Oatmeal Chocolate Chip, Peanut Butter, Snickerdoodle and White Chunk Macadamia. Other menu
items include nut-and-chocolate Popcorn Clusters, bundt cakes, Raspberry Bark, chocolate truffles, chocolate-covered
pretzels, mini muffins, brownie bits, bite-sized Nibbler cookies and Krunch—puffed rice treats layered with peanut butter and
milk chocolate. A line of 12-inch birthday cookies are hand-decorated with chocolate and buttercream icing and sprinkles and
include personal messages. Many units have also introduced bagels and other baked goods as well as Seattle's Best Coffee.
In addition, the chain offers cookies and other baked goods by the tin or in gift baskets that can be purchased onsite or
ordered and shipped nationwide. Prices for these selections range between $19.99 for a cookie tin to $109 for the most
elaborate cookie and brownie gift basket. Menu prices range from $1.45 for a single cookie, $7.59 for ½ dozen and $1.54–
$14.99 for other menu items. Checks average $5.
Menu Development |
Mrs. Fields Cookies has rolled out a new line of brownie flavors as well as a line of specialty drinks, including cappuccinos and
espressos, to its revamped unit in the Westfield Great Northern shopping mall in North Olmstead, OH. The new beverages are
only being tested at this unit. (Nation’s Restaurant News 11/06/06)
Personnel |
Steve Russo, CEO
Gregory K. Barber, CFO
Bob Frankie, V.P. of Operations
John Lauck, CMO
Dennis Ulrich, V.P. of Supply Chain & Development
©Technomic Information Services 2007, CIS profiles may not be copied or distributed in any print or electronic format without a license or written consent.
Technomic believes that its sources of information are reliable, but does not assume any responsibility or liability for the accuracy of the information
published.
442