Mrs. Fields Cookies plans new store design and branding

Dec. 5, 2012

Mrs. Fields Cookies has announced plans to open its first flagship location in Broomfield, Colo., with construction slated to begin this month. Opening in Arista Place, the Mrs. Fields store is targeted for a March 2013 opening date and will serve its signature baked cookies, as well as offer a chocolate beverage bar with hot and cold drinks.

In addition to its vast selection of cookies, brownies and the chocolate bar, the location will feature a new store design that includes more relaxed seating options and a retail area where guests can order cookie gifts online. The corporate location will also serve as the company's training university for new franchisees. The enhanced design, completed by Fitch Design Services, will be utilized as the company's new brand identity and store design moving forward.

"This new location will be a great addition to the emerging development taking place at Arista Place," said Tim Casey, CEO of Mrs. Fields Cookies. "Mrs. Fields is an iconic brand and we feel that Arista is a great place to debut our new look, including the addition of innovative products, brand imagery focusing on the 35-year history and a unique retro design, all of which are key components included with the concept's 2013 brand re-launch program."

In addition to serving as the company's training university for new franchisees, the company's R&D headquarters will also utilize this location for all product innovation and development.

"We are excited to be able to utilize this new store as a way to test new products and interact with our guests for real-time insight and feedback on how to further grow the brand," Casey added.

The new Mrs. Fields Cookies store will be owned and operated by Mrs. Fields Famous Brands LLC, dba Famous Brands International, the parent company for the Mrs. Fields and TCBY brands that relocated its headquarters from Salt Lake City to Broomfield, Colo., in July. The company currently occupies the entire sixth floor at Arista Place employing over 35 people. This new store will mark the fifth Mrs. Fields location in Colorado.

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Topics: Coffee/Bakery/Donut , Food & Beverage , Operations Management , Restaurant Design / Layout , Staffing & Training

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