TCBY and Mrs. Fields: Icons of Innovation in the Dessert Industry

TCBY (The Country’s Best Yogurt) and Mrs. Fields are well-known brands under Famous Brands International, each with a distinct legacy in the dessert industry. TCBY, launched in 1981, is renowned for offering a variety of frozen yogurts that appeal to health-conscious consumers. Mrs. Fields, established in 1977 by Debbi Fields, earned its reputation for delivering freshly baked cookies and brownies of exceptional quality.

Operating from their headquarters in Broomfield, Colorado, the two brands leverage a dual-branding approach to attract a broader customer base. This strategy includes diverse store formats, such as traditional counter-service locations, interactive self-serve setups, and compact kiosks, catering to various spaces and customer preferences.

With an eye on global expansion, TCBY and Mrs. Fields continuously evolve their offerings and store designs to align with shifting consumer demands. Their commitment to innovation and franchisee support has been instrumental in driving growth and maintaining their position as leaders in the competitive dessert market.

Training

TCBY and Mrs. Fields both offer a robust training framework designed to empower franchisees with the knowledge and skills required to run their businesses effectively. The training programs provided by these franchises include the following components:

1. Classroom Training
   Franchisees undergo a detailed classroom training program that typically covers operations, product knowledge, marketing strategies, staffing, accounting practices, and loss prevention techniques.
2. On-The-Job Training
   Practical experience in a real-world store environment helps franchisees apply the concepts learned in classroom sessions, with hands-on guidance from experienced professionals.
3. Self-Paced Learning
   Franchisees are provided with computer-based training modules or self-study materials to enhance their understanding of operational procedures at their own pace.
4. Marketing and Branding Support
   Both franchises assist with marketing strategies, including co-op advertising, social media management, SEO, website development, email campaigns, and loyalty programs to ensure strong brand visibility.
5. Operational Support
   Continuous support is offered through regular communication, newsletters, online resources, and field operations visits to address challenges and ensure smooth functioning.
6. Site Selection and Setup Assistance
   Franchisees receive guidance on choosing optimal locations, lease negotiation, and setting up the store to meet brand standards and maximize profitability.
7. Software and Technology Training
   Training on proprietary software equips franchisees with the tools to manage day-to-day operations efficiently, including inventory, sales tracking, and customer engagement.
8. Networking Opportunities
   Franchisees are required to attend national conventions and regional meetings, which provide opportunities to learn about new products, operational updates, and industry best practices.
9. Ongoing and Refresher Training
   Regular refresher training programs ensure that franchisees stay up-to-date with new processes, products, and operational strategies as the business evolves.
10. Dedicated Intranet Access
    Both franchises provide a private intranet platform, enabling franchisees to access resources, updates, and support while fostering a sense of community within the franchise network.

Territory Protection

TCBY and Mrs. Fields do not grant exclusive territories to their franchisees. This means that franchisees may face competition from other franchisees, company-owned locations, or additional distribution channels operated by the franchisor.

Franchisees must adhere to strict guidelines and are not allowed to operate their businesses at any location other than the approved premises without prior written consent.

Both franchises retain the right to establish additional locations or competing businesses within proximity to existing franchisees. This approach allows the franchisor flexibility in expanding its network but may impact the market potential for individual franchisees.