Established
1977
Franchise Units
200
Minimum Investment
$150,000
Franchise Fee
$25,000
Total Investment Range
$350,000
Home Based
No
Description
The Mrs. Fields franchise represents one of the most recognizable and emotionally connected dessert brands in the United States. Known for its warm, freshly baked cookies and irresistible aroma, Mrs. Fields has built a loyal, multi-generational customer base that spans malls, airports, colleges, military bases, and high-traffic retail locations nationwide.
Founded on the simple promise of using premium ingredients, small-batch baking, and exceptional customer experience, Mrs. Fields has become a cornerstone brand in the specialty dessert and bakery franchise category. The brand’s open-kitchen concept, flexible store formats, and strong impulse-purchase appeal make it an attractive investment for entrepreneurs seeking a proven, scalable, and brand-driven food franchise.
With decades of brand equity, consistent demand for indulgent treats, and an adaptable retail footprint, Mrs. Fields continues to thrive in both traditional and non-traditional locations across the USA. For investors looking to enter the food and dessert space with lower operational complexity and high brand recognition, Mrs. Fields offers a compelling franchise opportunity.
Why Invest in This Franchise?
Mrs. Fields stands out as a franchise investment due to its iconic branding, operational simplicity, and strong emotional connection with consumers.
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Legendary Brand Recognition – A household name across the USA with decades of trust and familiarity.
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High-Margin Product Category – Cookies and desserts typically offer strong gross margins and repeat purchases.
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Impulse-Driven Sales Model – Fresh baking aromas and visual merchandising drive walk-up traffic.
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Flexible Store Formats – Mall kiosks, inline stores, airports, universities, and entertainment venues.
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Lower Labor Complexity – Simplified menu and production reduce staffing challenges compared to full-service restaurants.
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Year-Round Demand – Cookies remain a consistent indulgence across all seasons and demographics.
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Proven Franchise System – Structured support, standardized processes, and established supply chains.
Background
Brand Name: Mrs. Fields
Industry Category: Bakery & Specialty Dessert Franchise
Established Year: 1977
Founder: Debbi Fields
Country of Origin: United States
Market Presence: Nationwide (USA)
Brand Origins & Founding Story
Mrs. Fields was founded in 1977 by Debbi Fields, who believed that exceptional quality, freshness, and customer experience could turn a simple cookie into a premium retail product. At a time when specialty dessert concepts were rare, the brand disrupted traditional bakery retail by focusing exclusively on freshly baked cookies made with high-quality ingredients and served warm throughout the day.
From its very first store, the concept stood out for its open-kitchen format, inviting aroma, and emphasis on personal customer interaction. This combination quickly resonated with consumers and laid the foundation for one of the most recognizable dessert brands in the United States.
Brand Journey & Expansion
Following its early success, Mrs. Fields experienced rapid growth during the 1980s and 1990s, expanding across shopping malls and high-traffic retail environments nationwide. The brand became synonymous with mall culture in the U.S., establishing itself as a go-to indulgence for shoppers, travelers, and families.
Over the years, Mrs. Fields adapted to evolving consumer habits by introducing flexible store formats, including kiosks, inline stores, and non-traditional locations such as airports, colleges, military bases, and entertainment venues. This adaptability has been a key driver of the brand’s long-term relevance and scalability.
Ownership & Brand Evolution
Today, Mrs. Fields operates as part of a larger multi-brand food and snack portfolio, benefiting from shared operational expertise, purchasing power, and franchising infrastructure. Despite changes in ownership over time, the brand has remained true to its core values: freshness, consistency, and premium taste.
Continuous menu innovation, seasonal offerings, and refined operational systems have allowed Mrs. Fields to remain competitive in the modern dessert and bakery franchise segment.
Franchise Active Units
Mrs. Fields maintains approximately 200 active franchise locations across the United States, with a strong concentration in malls, airports, and other high-footfall non-traditional retail environments.
Support Training
Mrs. Fields offers a comprehensive franchise support system designed to help franchisees launch, operate, and grow successfully.
Pre-Launch Support
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Site selection and location evaluation
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Store design guidance and layout planning
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Equipment specifications and vendor sourcing
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Lease review support and build-out coordination
Training Programs
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Initial franchisee training covering operations, baking processes, food safety, and customer service
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Management and staff training modules
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Point-of-sale systems and inventory management training
Operational Support
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Standardized recipes and baking procedures
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Supply chain management and approved vendors
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Quality control systems and operational audits
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Ongoing field support and performance reviews
Marketing & Brand Support
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National brand marketing initiatives
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Seasonal promotions and limited-time offerings
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Digital marketing assets and social media guidance
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Local store marketing strategies
Ongoing Support
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Business coaching and operational consulting
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New product development and menu innovation
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Continuous system improvements and best-practice sharing
Ideal Candidate
The Mrs. Fields franchise is well-suited for a wide range of entrepreneurs and investors.
Best-Fit Candidates Include:
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First-time franchise owners seeking a recognized brand
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Multi-unit franchise operators expanding their portfolio
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Retail or food service managers transitioning to ownership
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Investors looking for semi-absentee or manager-led models
Key Traits & Qualifications
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Passion for customer experience and brand standards
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Strong people management and leadership skills
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Ability to operate in retail or high-traffic environments
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Financial capability to meet investment requirements
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Willingness to follow proven systems and processes
Location Preferences
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Shopping malls and lifestyle centers
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Airports and transportation hubs
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College campuses and entertainment districts
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Tourist-heavy and high-footfall urban locations
Financial Detail
Brand: Mrs. Fields
Industry: Bakery & Specialty Dessert Franchise
| Financial Component | Estimated Amount (USD) |
|---|---|
| Total Investment Required | $150,000 – $350,000 |
| Minimum Investment Required | $100,000+ (liquid capital recommended) |
| Initial Franchise Fee | $25,000 – $35,000 |
| Build-Out & Leasehold Improvements | $40,000 – $120,000 |
| Equipment & Fixtures | $20,000 – $60,000 |
| Initial Inventory & Supplies | $5,000 – $10,000 |
| Technology / POS Systems | $3,000 – $7,000 |
| Marketing & Grand Opening | $5,000 – $15,000 |
| Working Capital (3–6 Months) | $20,000 – $40,000 |
| Royalty Fee | ~5% – 6% of gross sales |
| Brand / Marketing Fund | ~1% – 2% of gross sales |
| Franchise Units (USA) | ~200 – 250 active locations |
| Expected Break-Even Period | 18 – 30 months |
| Estimated ROI Potential | Location & traffic dependent |