Mrs Fields are the Cookie Kings

Cookie Corporation, the Australian Master Franchisee of the Mrs Fields network, has bought the Cookie Man operation from the liquidators of Allied Brands.

Cookie Corporation says it will operate the two businesses separately, with the Cookie Man business to be operated through a newly formed subsidiary Cookie Man Australia Pty Ltd. Cookie Man went into liquidation on September 24, and parent Allied Brands followed shortly after.

Mrs Fields has 27 outlets currently trading in Australia and has experienced excellent growth over the past three years. Cookie Man has 43 stores which are supplied cookies manufactured at a Sydney plant.

“We are delighted to be able to run these great two brands alongside each other in the market place. We are also pleased to announce that former Cookie Man owner and director Peter Elligett has been appointed as GM of the Cookie Man business in a move that will be very popular with Cookie Man franchisees,” said Cookie Corp MD Andrew Benefield.

He said there were no plans to amalgamate the brands in the retail market place.

“Both Cookie Man and Mrs. Fields have been present in the market for many years, and have quite different positioning and customer followings” added Benefield. “Owning both brands will enable us to choose the most appropriate brand for any particular area to maximise customer satisfaction and franchisee sales.”

Mrs Fields' proprietary cookie dough will continue to be imported from the US, however access to the manufacturing and warehouse facilities of Cookie Man in Sydney, will enable the development of exciting new products for both brands, said Benefield. There are other likely synergies that will result from having the experienced operators Andrew Benefield and Peter Elligett working together.

“This is good news for Cookie Man franchisees. After a period of insecurity during the liquidation we look forward to being able to offer the Cookie Man franchisees, a bright and secure future”, said Benefield. Mrs Fields has an enviable reputation for franchisee support having just recently maintained its ranking as number three in the Top Franchise survey of franchisee satisfaction in franchise systems.

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