Now you might think there is little reason to change a Mrs. Fields cookie the size of a salad plate with chocolate chips bigger than your thumb, and you would be right—naturally. While the cookies are fine as is, the 30-year old cookie merchant has decided a make-over might improve their recently lagging sales. As such, beginning with a store location in suburban Cleveland’s Westfield Great Northern shopping mall, Mrs.
Fields is going with red and white walls, softer lighting, oh, and gourmet specialty coffees. Everybody, it seems, believes they must offer gourmet specialty coffees. So far, the new location increased September sales by 60%. (
Marketing Blurb suspects you can now order a brownie and coffee concoction with enough calories to feed a family of four for a week.) ''I think the single biggest difference is warmth of the experience,'' said Leslie Snavely, brand manager for Mrs. Fields. “We want our customers to say, `I deserve this. I want this.' '' So "trust in the force" and scarf down one of those monster puppies while you read the
Miami Herald.
Photo Credit: Mrs. Fields
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