In addition to its vast selection of cookies, brownies and the chocolate bar, the location will feature a new store design that includes more relaxed seating options and a retail area where guests can order delicious cookie gifts online. The corporate location will also serve as the company's training university for new franchisees. The enhanced design, completed by Fitch Design Services, will be utilized as the company's new brand identity and store design moving forward.
"This new location will be a great addition to the emerging development taking place at Arista Place," says Tim Casey, CEO of Mrs. Fields Cookies. "Mrs. Fields is an iconic brand and we feel that Arista is a great place to debut our new look, including the addition of innovative products, brand imagery focusing on the 35-year history and a unique retro design, all of which are key components included with the concept's 2013 brand re-launch program."
In addition to serving as the company's training university for new franchisees, the company's R&D headquarters will also utilize this location for all product innovation and development. "We are excited to be able to utilize this new store as a way to test new products and interact with our guests for real-time insight and feedback on how to further grow the brand," says Casey.
The new Mrs. Fields Cookies store will be owned and operated by Mrs. Fields Famous Brands, LLC dba Famous Brands International, the parent company for the Mrs. Fields brand that relocated its headquarters from Salt Lake City, UT to Broomfield, Colo. in July. The company currently occupies the entire sixth floor at Arista Place employing over 35 people. This new store will mark the fifth Mrs. Fields location in Colorado.