[vc_row][vc_column width=”3/4″][vc_accordion collapsible=”yes” style=”toggle”][vc_accordion_tab title=”Mrs. Fields Australia wins major international award – March 8, 2011″ title_tag=”h5″][vc_column_text]

Mrs. Fields Australia wins major international award

[/vc_column_text][vc_separator type=”normal” position=”center” color=”#3d1607″ thickness=”1″ up=”15″ transparency=”.25″ down=”15″][vc_column_text]Mrs. Fields Australia operators Andrew and Debbie Benefield have been awarded the International Master Franchisee of the Year at the Mrs. Fields Famous Brands Convention in Las Vegas.

The Benefields were present to accept the award and were selected from 23 Mrs. Fields Famous Brands Master Franchisees outside of the United States across Mrs. Fields Famous Brands’ two brands- This Country’s Best Yoghurt (TCYB) and Mrs. Fields.

Other award nominees came from all over the world including Canada, Costa Rica, China, Hong Kong, Singapore and Philippines.

Tim Casey, President and CEO of Mrs. Fields Famous Brands told the Benefields that “This honour reflects your commitment, your enthusiasm and your belief in the enduring success of Mrs. Fields Cookies.”

“It is good for the whole team and recognition of our collective effort. I couldn’t be happier with the result,” Mr Benefield said.

“It is a massive achievement as the last time this honour was awarded in 2007 we were really just starting out as the Master Franchisee in Australia. It was great to have a mixed team there to share the accolades; we had members of the support team, our coffee roaster Daily Roast there as well as two of our franchisees. ”

The award is based on three main criteria including Growth, Operational Excellence and Representation of the Brand.

Mr Benefield said that it was “good to get recognition for the Australian franchise operation – I have always been a believer that the Australian franchise sector operates in one of the most competitive markets in the world, and this ensures the systems here have world class operations.”

The award accompanies the announcement that Mrs. Fields Australia has been selected to export their local coffee blend to the global brand’s franchises around the world including China, Pakistan, and potentially South Korea, Russia and Vietnam. Its coffee blend was developed in conjunction with Victorian coffee roasters Daily Roast Coffee.

For media enquiries please call Luci Sheppard or Glen Scott at umm pr on (02) 8399 0411 or 0457 712 564.[/vc_column_text][/vc_accordion_tab][vc_accordion_tab title=”Ice cream and cookies unite – November 10, 2010″ title_tag=”h5″][vc_column_text]

Ice cream and cookies unite in co-branding agreement – 10 November 2010

[/vc_column_text][vc_separator type=”normal” position=”center” color=”#3d1607″ thickness=”1″ up=”15″ transparency=”.25″ down=”15″][vc_column_text]Cookie franchise Mrs. Field’s Australia has signed a Memorandum of Understanding with New Zealand Natural Ice Cream to develop co-branded stores in Australia.

Mrs. Fields Australian managing director, Andrew Benefield, said the product synergies between the two brands made it a logical partnership. “I believe that co-branded outlets still need to have an offer that makes sense to consumers. Cookies and Ice Cream are a natural fit,” he said. “There are lots of complementary products we can develop such as ice cream sandwiches, affagatos and brownie sundaes.”

The new combined operations would also be instrumental in helping the franchisee smooth the daily and seasonal sales curve, he suggested. “Ice cream is obviously a popular item in summer as are cookies in winter. However they are also complementary during the course of a single day as coffee and cookies are strong in mornings, and ice creams and smoothies are big in the afternoon. Both have a very similar frozen goods supply chain, making it an easy fit into rear of house operations.”

Continuously improving sales and the profitability of the franchisee is vital to the success of both companies, Benefield added. “Franchisees will hold a franchise agreement with only one of the parties, ensuring consistency of support, communication and responsibility,” he said.

The two brands have had a long association with both companies originally owned by members of the same family. The treat brands are often located close to each other in shopping centres and the new arrangement allows for the brands to consolidate area and floor space in new locations.

While one store at Sydney Central has operated as a combined store for over 10 years, the new agreement now fully integrates the operation through one consumer point-of-sale system.

The opening of a combined Mrs. Fields – New Zealand Natural Ice Cream at The Glen Shopping Centre in Waverly Victoria in early October is first of what Benfield hopes are many to come. “We are now looking at a number of new locations, and also retrofitting some existing locations in both brands.”

The partnership also follows Mrs. Fields signing an Area Development Agreement with the New Zealand Natural master franchisee in Western Australia, as the brand spreads itself across the country.

“The other advantage of two brands with a similar back of house it that it keeps construction costs down, at around $300,000, potential franchisees can pick up two great businesses, for the price of one” Benefield added.[/vc_column_text][/vc_accordion_tab][vc_accordion_tab title=”Mrs. Fields expands – September 21, 2010″ title_tag=”h5″][vc_column_text]

Mrs. Fields expands their quality franchise in Victoria -September 21, 2010

[/vc_column_text][vc_separator type=”normal” position=”center” color=”#3d1607″ thickness=”1″ up=”15″ transparency=”.25″ down=”15″][vc_column_text]Mrs. Fields Australia is pleased to announce their latest store opening at The Glen Shopping Centre in Mt Waverly. Providing the perfect excuse to escape and indulge in a treat on the run, the brand new cookie store will open its doors on October 14th, 2010. This will be first Mrs. Fields to incorporate a New Zealand Natural Ice Cream parlour into the store.

Mrs. Fields stands at the forefront of the fresh-baked cookie industry, mouth watering treats presented fresh of the oven. Ice cream and cookies is a natural combination and the two companies have had a long association including many stores located side by side, however this will be the first store where they are fully incorporated.

The combination of these well-established franchises has provided owner Victor Ho with the ideal business venture to launch himself into a new career.

Mr. Ho has been working as a bank teller for the past five years and was on the search for a project to provide him with career drive and a chance to offer great customer service.

“I’ve been thinking of getting into business for myself but lack the experience and know-how. Mrs. Fields was a great opportunity for me because it’s a well established franchise with great product, and when they offered to add the New Zealand Natural Ice Cream offer it was an easy decision.The training program and the support network Mrs. Fields offers is sensational, making it easy for me to learn and work in comfort knowing any help I need is only a phone call away,” says Mr. Ho.

The career change for Mr. Ho brings great hope at bringing the delicious Mrs. Fields treats to the local community. With great shopping and restaurants around to enjoy, he is sure the area is going to grow and change more in the years to come.

“It’s a vibrant multicultural community. The Glen, being at the hub, has a good mix of people from different generations,” says Mr. Ho. Offering the always delicious selection of Mrs. Fields fresh baked cookies, nibblers, coffee, muffins, brownies, and cookie cakes, Mr Ho says the Mrs. Fields treats speak for themselves. He is looking forward to emphasising his days on customer service and bringing smiles to people’s faces.

“What I want to do is make some great coffee so it becomes a favourite place for people to come to, meet up with friends and have a good time,” Mr. Ho added.

Mrs. Fields at The Glen in Mt. Waverly opens on October 14th Kiosk 13, Fresh Life, The Glen Shopping Centre, 235 Springvale Rd, Glen Waverly 3150.

For an interview with or comment from Victor Ho please contact Luci Sheppard or Jaala Mills at umm.. pr on (02) 8399 0411 or 0407 154 859.[/vc_column_text][/vc_accordion_tab][vc_accordion_tab title=”4 Stores in 50 Days – August 16, 2010″ title_tag=”h5″][vc_column_text]

Stalled retail sector no tough cookie as Mrs. Fields opens four stores in 50 days – August 16, 2010

[/vc_column_text][vc_separator type=”normal” position=”center” color=”#3d1607″ thickness=”1″ up=”15″ transparency=”.25″ down=”15″][vc_column_text]Global cookie and coffee franchise Mrs. Fields has continued its strong growth during 2010 with four new stores opening across three states in just 50 days.

Despite a still sluggish retail sector more intent on consolidation than expansion this calendar year, Mrs. Fields has increased its overall market presence by nearly 30% 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.”

For more information about Mrs. Fields visit www.mrsfieldsfranchise.com.au

For media enquiries please contact Luci Sheppard or Glen Scott on (02) 8399 0411 or 0402 106 508[/vc_column_text][/vc_accordion_tab][vc_accordion_tab title=”Mrs.Fields Success – June 11, 2010″ title_tag=”h5″][vc_column_text]

Mrs.Fields tops franchise survey for Satisfaction – June 11, 2010

[/vc_column_text][vc_separator type=”normal” position=”center” color=”#3d1607″ thickness=”1″ up=”15″ transparency=”.25″ down=”15″][vc_column_text]The Mrs.Fields franchise has yet again ranked among the Top 10 of most satisfied franchisees, coming in third place in a nationwide survey conducted by market researcher Ten Thousand Feet.

Having placed in the Top 10 for the past four half-yearly surveys, CEO and Australian franchise Owner Andrew Benifeld says that he is extremely proud of this year’s ranking due to a marked overall rise in franchisee satisfaction and perception of the brand.

‘Not only have our franchisees reported stronger return from their businesses, but there is also a universal belief that the Mrs.Fields brand has a strong resale value, improving confidence and satisfaction at a grass-roots levels. When our franchise owners are happy, this creates the best conditions for our retail customers,’ says Benefield.

Benefield also says that the survey results are a welcome result of support and training systems that the company is continually striving to improve.

‘Our sustained focus on strengthening support and training has paid off with improvements in frachisee feedback in the assumed support levels offered and quality of processes. Whilst our support continues to improve we are also 25 base points ahead of the industry standard,’ says Benefield.

This support system is set to further grow with the appointment of Stevan Bishop as Operations Support Coach in Victoria and Alison Jefferies as Local Marketing Coordinator in Sydney.

Benefield plans to improve these results even further in the new financial year, developing strategies that allow franchise owners to have more input on the development of the brand. ‘At Mrs.Fields, our franchise owners are our most important asset, and some of the best innovations come at franchisee level.’

For all media enquiries, please contact Natalie Thom at Use My Mind PR on (02) 8299 0411 or 0405 6764 60.[/vc_column_text][/vc_accordion_tab][vc_accordion_tab title=”Cafes and Takeaways – March 31, 2010″ title_tag=”h5″][vc_column_text]

Cafes and takeaways shine in retail gloom – 31 March 2010

[/vc_column_text][vc_separator type=”normal” position=”center” color=”#3d1607″ thickness=”1″ up=”15″ transparency=”.25″ down=”15″][vc_column_text]Anyone looking for a franchise opportunity in the cafe or takeaway business will be pleased to see the industry appears to be the shining light in retail darkness as the ABS Retail Trade figures are released.

The Australian Retailers Association (ARA) said the figures just released showing a 1.4 percent fall February in sales was further evidence retailers are still on the rocky road to recovery from the economic downturn.

ARA Executive Director Russell Zimmerman said “Only cafes, restaurants and takeaway food services experienced any growth in sales (1.8 percent), reflecting consumers’ willingness to indulge in small discretionary spend, like going out for lunch. However, it’s clear shoppers still view larger purchases, new outfits and furniture, as a luxury they can’t afford. “Retailers have copped a double whammy on sales last month.

February is always a hard time for families dealing with back to school costs as well as credit card bills from Christmas causing a financial ‘hangover’ for many consumers.

“But this year there was the added pressure of interest rate rises before Christmas as consumers tightened the belts on their discretionary spend to cope with increases in mortgage repayments,” Zimmerman said.

Sales fell across five industry groups: department stores (-3.9 percent), clothing, footwear and other personal accessory retailing (-3.9 percent), food retailing (-1.7 percent), household goods retailing (-1.3 percent) and other retailing (-0.8 percent).[/vc_column_text][/vc_accordion_tab][vc_accordion_tab title=”Media Alert 1, Nov 19 2009″ title_tag=”h5″][vc_column_text]

Media Alert November 19, 2009

[/vc_column_text][vc_separator type=”normal” position=”center” color=”#3d1607″ thickness=”1″ up=”15″ transparency=”.25″ down=”15″][vc_column_text]Mrs. Fields and the beans of success Entering its fourth year, the annual CSR Sugar Golden Bean Roaster Competition has become one of the biggest coffee roasting competitions in the world.

Held in Port Macquarie on the Mid North Coast of NSW, the event this year attracted over seven hundred entries from Australia’s 330 coffee roasting companies.

This year Mrs. Fields has excelled in esteemed company, with their special coffee blend by renowned roasters Daily Roast Coffee securing the silver medal in the category of Chain Stores/Café Franchise (Milk Based). Mrs. Fields was in competition with 23 of the largest chain stores and café franchises in Australia.

Andrew Benefield, director of Mrs. Fields Australia couldn’t be happier with the result. “Receiving a great cup of coffee is a basic expectation of any customer these days; we are now one of the most sophisticated coffee loving nations in the world.

Mrs Fields places great importance in providing great coffee with great treats. A lot of the credit for this award also has to do with the skill of our trained baristas.” “I see this award as important recognition for our unique blend which exclusively ours. It follows on from a bronze last year so one more spot to go!”

For more information on the CSR Sugar Golden Bean Roaster Competition log onto www.cafebiz.net To find out more about Mrs. Fields or to locate your nearest Mrs. Fields Gourmet Cookie Cafe log onto www.mrsfields.com.au

For media enquiries please contact Luke Dean-Weymark or Jaala Mills at Use My Mind PR on (02) 9775 5750 or 0412 062 200[/vc_column_text][/vc_accordion_tab][vc_accordion_tab title=”Media Alert 2, Nov 20 2009″ title_tag=”h5″][vc_column_text]

Media Alert November 20, 2009

[/vc_column_text][vc_separator type=”normal” position=”center” color=”#3d1607″ thickness=”1″ up=”15″ transparency=”.25″ down=”15″][vc_column_text]Mrs Fields continues Australian market surge Global cookie and coffee franchise Mrs Fields continues to make big inroads into the Australian market, with over 20 franchises and plans to total 30 by the end of next year.

The figure is well on track, with six new stores this year including the opening of a Mrs Fields outlet at Sydney International Airport in September, which has proven a hit among travellers.

“It has been very successful as has the other recent store opening at Castle Towers. We have another store opening in Northlands in Victoria on November 24. The makes it six store openings for 2009 so it has been a strong growth year for us,” said Mrs Fields Australian Managing Director Andrew Benefield.

As part of their ongoing growth plan, 10 new Mrs Fields stores are slated to open in 2010, with two Sydney stores already confirmed to open early in the New Year.

One of the major highlights of the year was their second ranking in leading franchise website Top Franchise’s category of “Top 10 Overall Best Franchises” in the opinion of those who matter most – their franchisees.

Franchises are ranked in several criteria to achieve the ‘overall’ ranking, including franchise support, rewards, lifestyle and passion for the enterprise.

“It is great to maintain our ranking of 2 after a second round of surveys with our franchisees. It is great to see their level of satisfaction against other systems and still gives us room for improvement to chase number 1,” Benefield said.

“Whilst the rankings are important to our egos what is far more important is the read this gives us on our performance with the people we support each and every day, our franchisees. It was great to see that we ranked highly in “Support Provided” and “Passion” categories as these are keys to our brand and our system. It was also good to see that we ranked highly on “listening to and acting on” what our franchisees require. We have worked hard this year to implement a number of new training programs as they requested and I see this as early recognition of that.”

Another major achievement was their second placing in CSR Sugar Golden Bean Roaster Competition, securing the silver medal in the category of Chain Stores/Café Franchise (Milk Based). The competition has become one of the biggest coffee roasting competitions in the world and this year attracted over seven hundred entries from Australia’s 330 coffee roasting companies.

“Offering a “Great Cup of Coffee” is a basic expectation of any customer these days, it is your ticket to participate in selling them something yummy and delicious to accompany that great coffee. I now see this award as important recognition for our unique blend. And that follows on from a bronze last year. One more spot to go next year!” Benefield added.

In January Mrs Fields will introduce several new products including a frozen chilled cookie drink, which Benefield anticipates will increase their appeal to a new demographic.

“We trialled the drink in Queensland and it was a hit , it went really well and we expect it will help drive our youth-oriented market along with some other treat based products to attract a new market.”

For more information about Mrs Fields visit www.mrsfields.com.au[/vc_column_text][/vc_accordion_tab][vc_accordion_tab title=”Download the latest “Franchising Code of Conduct“” title_tag=”h5″]

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