Dynamic Business Logo
Home Button
Bookmark Button

Mrs. Fields cookies opens four stores in 50 days

Global cookie and coffee franchise Mrs. Fields has continued its strong growth during 2010 with four new stores opening across three Australian states in just 50 days.

Consumer CatMrs. Fields has increased its overall Australian market presence by nearly 30 percent in just eight months. The opening of a new franchise in Top Ryde (Sydney) this month will be followed by openings in Flinders Lane (Melbourne) on 6 September, Westfield Chermside in Queensland the following day and The Glen Shopping Centre in Melbourne on 22 September.

Mrs. Fields Australian Managing Director Andrew Benefield said the flurry of activity in such a short timeframe was “frantic but satisfying.”

“It has been a big challenge with such a tight schedule in terms of making sure our programs and timelines are spot on, particularly when you consider that each new franchise partner is understandably champing at the bit to unveil their new venture.  They all want to open their store as quickly as possible,” he said.

“But it is good from a perspective of the current climate we are all operating in, so far as the retail market is concerned. We haven’t just stood still, these new stores represent impressive growth for the franchise – among the most impressive we have had for a calendar year. We have made a number of significant changes to ‘Australianise’ our business model in the last two years, and the changes have worked. We have opened six new stores this calendar year which now takes our presence nationally to 27. We are on the up and up in this country as a franchise opportunity.”

Further growth before 2011 is not out of the question, he said.

“There is some really strong interest from several prospective franchisees; those discussions are ongoing so I am certainly still hopeful for more openings over the next four months.”

What do you think?

    Be the first to comment

Add a new comment

Paul Hayman

Paul Hayman

Paul is a staff writer for Dynamic Business online.

View all posts