Over the course of 30 years, Mrs. Fields brand became a bit stale. Pardon the pun. Franchise storeowners did little to reinforce the premium ingredients, craftsmanship and artistry of cookie making. The stores began to look like a hodge-podge of beverage brands such as Coca-Cola, ICEE, and Minute Maid.
Removing clutter from the store, and setting the Mrs. Fields mark in a large field of red, gave the brand a new sense of importance and specialness. Reinventing the Mrs. Fields brand began at the franchise store level.
Understanding the path to purchase helped to departmentalize the store into three distinct purchase zones, plus promotional elements are located at key points of contact. This refresh has seen increased sales as high as 60%, and sustained at 35% almost a year later.
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- conduct research, observations and discoveries
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- creating the strategic visual language
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- select fixtures, hardware and design custom pieces
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- create create a new photography style and build an asset library
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- Create Seasonal Promotions on a quarter packout schedule.
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- unveiling the new store
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- store brand packaging
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- C-store and Club packs