News

TCBY, Mrs. Fields Cookies eye Seattle as priority market

September 14, 2012

TCBY is eyeing the Seattle area as a priority market for continued expansion, along with its sister brand, Mrs. Fields Cookies. The company is currently seeking operators interested in a co-branded opportunity in the city.

"It's such an exhilarating time to be part of the Famous Brands family," said Tim Casey, CEO of Famous Brand International, parent company of TCBY and Mrs. Fields Cookies. "We've been aggressive, but thoughtful in our approach to growth, product development, marketing and franchise support in the last 18 months and have garnered the type of momentum these brands deserve."

While TCBY and Mrs. Fields Cookies have no plans to move away from national or international growth, its local market strategy offers a more strategic approach to growth, Casey adds. In the Seattle area, the company is aiming to grow by 20 stores in the next three to five years.

TCBY has already opened three new self-serve stores in the area, including the recent opening at City Centre, a co-branded Mrs. Fields Cookies location. Each brand currently has two stores in development for the area.

According to a company press release, Seattle, a top 10 retail market in the U.S., is an important market for TCBY due to its strong population density of educated professionals, abundant family-oriented communities and a consumer base that embraces healthy lifestyles.

"We see Seattle as one of a number of crucial growth markets for franchise development, especially in a market where consumer adoption and enthusiasm for self-serve has exceeded our expectations," Casey said.

The company will host an open house at the TCBY/Mrs. Fields Cookies Seattle City Centre location at 1420 5th Ave. on Sept. 25 from 1-5 p.m. To RSVP for the event, email pcorreale@mrsfields.com.

Read more about franchising and growth.