Ranking yet again among the top 10 of most satisfied franchises, the Mrs Fields cookie franchise has come in third place in a nationwide survey.
Having placed in the Top 10 for the past four half-yearly surveys, CEO and Australian franchise owner, Andrew Benefield, is very proud of this year’s ranking due to a marked overall rise in franchisee satisfaction and perception of the brand.
"Not only have our franchisees reported a stronger satisfaction with the return from their businesses, but there is also a universal belief that the Mrs.Fields brand has a strong resale value, improving confidence and satisfaction at a grass-roots levels. When our franchise owners are happy, this creates the best conditions for our retail customers,’ says Benefield.
Improvements in other areas of the survey results are a result of support and training systems that Mrs Fields cookie retail stores are continually striving to improve.
"Our sustained focus on strengthening support and training has paid off with improvements in frachisee feedback in the assumed support levels offered and quality of processes. Whilst our support continues to improve we are also 25 base points ahead of the industry standard,’ says Benefield.
This support system is set to further grow with the appointment of Stevan Bishop as Operations Support Coach in Victoria and Alison Jefferies as Local Marketing Coordinator in Sydney.
Benefield plans to improve these results even further in the new financial year, developing strategies that allow Mrs Fields cookie franchise owners to have more input on the development of the brand.
"At Mrs Fields, our franchise owners are our most important asset, and some of the best innovations come at franchisee level," concludes Benefield.