Andrew Benefield first discovered Mrs Fields baked goods, at Wynard station, in 1988 while he was working at Sydney CBD as a Marketing Director for a publicity listed hotelgroup. Mrs Fields, at that time, had recently arrived in Australia from the USA to venture their business. Benefield soon became a regular customer and used Mrs Fields muffins in his meetings and partnerships with important contacts within the hotel industry.
Twenty years later, Andrew Benefield has become the Managing Director of Global Franchises for Mrs Fields Australia. In 2006, Benefield purchased the Mrs Fields Australia master franchise and has opened 27 stores across Australia in NSW, VIC, QLD and soon WA.
Andrew Benefield has also spent his time working in a number of American brands, such as KFC and Pizza Hut, to help develop systems that deliver excellent customer service and sales. Many of these systems are being used to this very day. Benefield has also assisted Caltex’s national chain of service stations with his customer focused system, which has been implemented worldwide.
As for Mrs Fields, in November 2010 Mrs Fields signed a Memorandum of Understanding with New Zealand Ice Cream to co-develop store. Later in December 2010, Mrs Fields acquisitioned Cookie Man, cookie retail stores, from liquidation as well as help continue the franchise brand.
Andrew Benefield has planned for Mrs Fields and Cookie Man to continue their successful franchising by opening 6-12 new stores in the next 12 months.