News

TCBY, Mrs. Fields plan 50 cobranded locations in Phoenix

June 12, 2014

Famous Brands International, parent company of TCBY and Mrs. Fields Cookies, has announced plans to develop at least 50 newly designed, cobranded Mrs. Fields/TCBY locations in the Phoenix market within the next five years.

According to a news release, there are currently two TCBY locations and one Mrs. Fields in the Phoenix area.

“Phoenix is a relatively untapped market for TCBY and Mrs. Fields, America’s beloved dessert brands,” COO David Bloom said in the release. “The warm climate and improving economy make Phoenix an ideal location for the development of new Mrs. Fields/TCBY stores and we’ve found that winter homeowners in Arizona are extremely familiar with and loyal to our products.”

Bloom added that both brands are poised for growth, both domestically and internationally.

The new stores will feature equal branding elements of both TCBY and Mrs. Fields and will offer new menu items that “unite both brands,” such as cookie-and-yogurt sandwiches and Mrs. Fields brownies mixed in frozen yogurt, the release said.

Additionally, for the first time, franchisees will have the opportunity to sell Mrs. Fields gift merchandise in the store, which generated $50 million in sales in 2013. This additional revenue stream is only available in the new dual-brand locations. The stores will devote retail space for gift products and online ordering kiosks, known as Mrs. Fields Gifting Stations, which let customers browse and send gifts to friends, family and business associates through MrsFields.com.