Mrs. Fields
Food & Beverage · Baked Goods & Snacks
- Active units
- 125
- Avg unit volume
- $361k
- Royalty
- 6.0%
Franchised, year-end 2023
of weekly Net Sales
About Mrs. Fields
Mrs. Fields is a renowned brand that has been delighting customers since 1977 with its warm and freshly baked cookies. With the highest aided brand awareness in the industry, Mrs. Fields has become synonymous with delicious treats enjoyed by multiple generations. The brand offers a wide range of products for all occasions, including cookies, frozen yogurt, brownies, cakes, berries, and more. These delectable goodies can be purchased through various channels, such as MrsFields.com, gifting catalogs, the call center, and the corporate sales team. In addition to their signature cookie assortment, Mrs. Fields has expanded their offerings to include complementary giftable products. They also operate 250 franchised retail locations globally, where customers can indulge in their favorite treats. Moreover, Mrs. Fields licenses the use of its trademarks and recipes for distribution through various retail locations. Based in Salt Lake City, Utah, Mrs. Fields operates a state-of-the-art production and distribution facility to ensure the freshness and quality of their products. Whether you're celebrating a special occasion or simply craving a sweet treat, Mrs. Fields has something to satisfy every palate.
Key terms
- Franchise fee
$35k
- Existing franchisee
Initial Franchise Fee reduced to $25,000 if you are an existing franchisee
- First responders
20% discount for qualified law enforcement, firefighters, and EMTs with at least 10 years of experience
- Limited incentive (through Mar 31, 2025)
Existing franchisees pay $15,000 Initial Franchise Fee per Store
- Co-brand (TCBY outlet)
50% discount on the Initial Franchise Fee for the TCBY‑branded outlet in a co-branded location
- Brand fund
3.0% of Net Sales
- Local advertising
2.0% of Net Sales
- Footprint
600 – 900 sq ft
- Standard Development Fee
$13k
- Veteran discount
25000.0% off franchise fee — Initial Franchise Fee reduced to $25,000 for honorably discharged U.S. veterans
Brand Percentile Rankings
Rankings compare brands in the same operating year. Fee and investment figures come from the FDD (2026 filing); filings on file: 2024, 2025, 2026.
Growth
- Total locations98
Franchised units open at year-end
- New openings5
Gross new units opened during the calendar year
- 1-year unit growth rate-13.3%
Net unit growth versus prior year
- 3-year unit CAGR-11.5%
Compound annual growth rate of unit count over the trailing 3 years
- Unit growth ratio0.3×
Cumulative opens / closures through year-end
Unit economics
- Annual unit volume (Median)—
Per FDD Item 19 disclosure
- Annual unit volume (25th percentile)$227k
Gross Revenue excludes sales, use, or service taxes; includes gift certificate and gift card payments per Operations Manual; basis for royalties and Brand Fund…
- Annual unit volume (75th percentile)$498k
Gross Revenue excludes sales, use, or service taxes; includes gift certificate and gift card payments per Operations Manual; basis for royalties and Brand Fund…
- 1-year Median AUV growth rate4.7%
Year-over-year change in median AUV
- Store-level EBITDA Margin—
Median unit-level EBITDA / AUV
Investment profile
- Estimated initial investment$402k
Midpoint of estimated initial investment range
↓ Lower is better - Time to open—
Midpoint of average time from agreement to opening
- Royalty rate6.0%
Percent of net sales paid to the franchisor
↓ Lower is better - Sales-to-investment ratio—
Median AUV / estimated initial investment midpoint
- Cash-on-cash returns—
Median unit-level EBITDA / estimated initial investment midpoint. Steady-state estimate; year 1 returns will be lower as the unit ramps to median volumes.
Franchisee healthLocked
- Unit closure ratio
- Transfer vs. closure ratio
- Percent multi-unit franchisees
- Litigation rate
- EBITDA multiple on sales & transfers
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Sources
Financial and operating figures are sourced from the brand's Franchise Disclosure Documents. Brand percentile rankings are based on comparisons to other brands that include the same metrics in their Franchise Disclosure Documents.