Mrs. Fields
Food & Beverage · Desserts
Description
What is Mrs. Fields?
The brand is renowned for its signature soft, chewy cookies made from premium ingredients, with their chocolate chip and white chocolate macadamia varieties earning particular fame. Each location maintains strict quality standards, ensuring that customers experience the same mouthwatering freshness that made Mrs. Fields a household name. Beyond their classic cookies, the menu features specialized cookie cakes, brownies, and innovative treats that cater to both everyday cravings and special occasions.
Mrs. Fields franchises typically operate in high-traffic locations such as malls, shopping centers, and airports, benefiting from strong brand recognition and a loyal customer base. The business model emphasizes excellent customer service, consistent product quality, and the powerful appeal of freshly baked goods. Franchisees receive comprehensive training in both operations and the brand's proprietary baking techniques.
This franchise opportunity is ideal for entrepreneurs who are passionate about delivering premium quality baked goods and creating memorable experiences for their customers. The Mrs. Fields system provides franchisees with time-tested recipes, proven operational procedures, and ongoing support to help ensure success in the competitive dessert market.
- Iconic 47-year cookie brand legacy
- Established gift and occasion market
- Premium product positioning advantage
- Proven mall-based retail model
- Strong brand recognition nationwide
- Signature cookie and brownie recipes
Location Analysis
Where Mrs. Fields wins
The franchise's geographic distribution reveals a focus on high-traffic, metropolitan areas, with established presence in key states like New Jersey, New York, and Illinois. The brand also maintains operations in markets such as Pennsylvania, Maine, and Oklahoma, while having selective presence in states including Washington, Massachusetts, Delaware, Ohio, Montana, and Oregon. The existence of international locations, particularly in Asian markets, demonstrates the brand's global appeal.
Successful Mrs. Fields locations typically feature high foot traffic, proximity to retail anchors, and demographic profiles with disposable income for premium dessert purchases. Prospective franchisees should prioritize locations with strong mall presence or busy urban corridors, particularly in states adjacent to existing successful markets. The strong brand recognition in the Mid-Atlantic region, especially Maryland and Virginia, makes neighboring states without current presence attractive expansion opportunities.
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Financial Analysis
The numbers behind Mrs. Fields
With 125 units and 47 years of operation since 1977, the system demonstrates substantial maturity and brand recognition. However, the reported gross revenue of $361,497 falls below the sub-sector average of $414,337, which may reflect location-specific factors or evolving retail dynamics affecting mall-based concepts. The dessert franchise sector faces challenges from changing consumer shopping patterns and increased competition from artisanal bakeries and online retailers.
Ideal investors should possess liquid capital of approximately $150,000-$200,000 and demonstrate retail or food service experience. The business model requires hands-on management and understanding of seasonal fluctuations tied to holidays and gift-giving periods. Territory rights and site selection become critical factors given the brand's traditional mall-based format. Multi-unit development opportunities may exist for experienced operators in markets with strong foot traffic. Prospective franchisees should carefully review the FDD and conduct thorough market analysis to assess local demographics and competition before committing capital.
Financing partners
Vetted partners, tailored to franchisees
Your Franzy advisor can connect you with these partners later in the process — competitive rates, specialized in franchise financing.
FranFund
CRF USA
Nonprofit SBA lender; provides financing for franchise acquisitions, startups, and expansion.
First Bank of the Lake
Pension Pros
FDD Item 7
Initial investment range
Per FDD Item 7, total initial investment ranges from $304,500 to $493,850. The midpoint $399,175 is what most franchisees report at signing — financing typically reduces cash-at-close by 80–90%. Knowing the investment range helps you plan confidently and ensure you're fully prepared to make the leap.
FDD Item 19
Average gross sales
According to Item 19 of the Franchise Disclosure Document, Mrs. Fields has an average gross revenue of $361K. (Note: This information is based on the latest FDD in our records. Please review the Franchise Disclosure Document (FDD) and confirm this information directly with the brand. We make no claims of accuracy for the information presented.)
Growth over time
Franchise footprint
2023 Franchise Disclosure
FDD documents
Below are items 2, 3, 4, 7, 11 and 19 for Mrs. Fields's 2023 FDD. The complete FDD is delivered to you directly by the franchisor, per the FTC Franchise Rule.
Connect to download Items 2, 3, 4, and 11 — direct from the franchisor.
Buyer FAQs
Frequently asked questions
The initial investment for a Mrs. Fields franchise typically ranges between $304,500.00 and $493,850.00. This includes the franchise fee, equipment, real estate, and other startup costs. To get a detailed breakdown and better understand the financial requirements, we recommend scheduling a call with the Franzy team. We'll walk you through the specifics and answer any questions you might have. For more detailed information, refer to the financial sections of the FDD.
Disclaimer. The information provided on this page is based on the latest Franchise Disclosure Document (FDD) that is publicly available and that we have on record, which was issued in 2023. This information is for informational purposes only and is not intended to constitute legal, financial, or business advice. We make no guarantees or claims regarding the completeness or accuracy. For the most current and detailed information, we recommend consulting the franchisor directly for the most recent FDD and regarding any questions that you may have about the information provided.
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