Find out more about the expansion and franchising strategy of Mrs. Fields
QSR Media got a chance to talk with Andrew Benefield, CEO of Mrs Fields, about the future and direction of his brand, as well as the strategies he employs when rolling out new outlets.
QSR Media: Can you tell us any plans that your brand is particularly excited about?
Andrew Benefield: After a long period of developing and finalising the Mrs. Fields Bakery Café model we look forward to rolling out new locations in 2016, and finalising the conversion of our Cookie Man stores to the Mrs. Fields brand.
Most exciting in the establishment of a new flagship store in the Sydney Domestic Airport Terminal 2 mid-year.
QSR Media: What do you hope to accomplish before the end of 2015?
Andrew Benefield: We set a target of six new stores, and already have four signed and confirmed to open in the first half of the year. Whilst we prefer to take a cautious approach to expansion, ensuring each new store is successful, we may need to set a new target.
QSR Media: Regarding locations, any particular places or states you'd like to expand to? Which areas are attractive to your brand?
Andrew Benefield: We are still mainly an impulse purchase, so high traffic locations are important to us. We recently opened our first store in the ACT and the response has been astounding, we are now looking to open a further three locations there.
South Australia and in particular Adelaide is still a great opportunity for us.
QSR Media: What would you like to tell the market about where your brand is strategically headed?
Andrew Benefield: We believe we are well positioned for the future, offering great value snacks and treats. Eventually the economy must tighten and our franchises will be well positioned to capture customers looking for increased value, whilst not enduring the high occupancy costs incurred by large format stores.
