Mrs. Fields opens first pop-up store
Mrs. Fields announced the opening of its first pop-up store in Pacific Fair Shopping Centre, Broadbeach, Queensland.
Andrew Benefield, CEO Mrs. Fields, said, “We see our pop up stores as a great way to test new locations in shopping centres, as well as taking the Mrs. Fields experience to new groups of customers at festivals, major shows and community events. We are really excited to be expanding the business in this way as we are bound to learn more about our customers from having the pop ups.”
The company said that the new Pacific Fair pop-up allowed Mrs. Fields to capitalise on consumer exposure within the shopping centre. Along with the brand refresh, Mrs. Fields is revamping and modernising all their collateral to support the brand.
Benefield said, "Whilst we are implementing these changes, we remain focussed on the fact we have the “World’s Favourite Chocolate Chip Cookie” which is our point of difference. Cookies remain the centre piece of all our displays and stores. We have implemented an operational program that has every team member focussed on living the brand promise and “Making the Moment” for all our customers. Our customers come to us looking for a little treat to reward themselves, our perfect opportunity to make their moment.”
The pop-up store in Pacific Fair will operate for the next 6- 12 months and is owned by Heral and Heena Patel, who also own the Mrs. Fields store in Pacific Fair.
