Mrs. Fields Cookies

Mrs. Fields is the world’s most recognized specialty cookie anchor for Tier-1 Regional Malls, Lifestyle Centers, and Travel Retail hubs. Following its 2023 acquisition by Pearl Street Equity, the brand is undergoing a major 2026 revitalization under CEO Nelson Tejada. Operating as a standalone entity within the Famous Brands Franchising portfolio (alongside TCBY), Mrs. Fields is executing a "Digital-First" 2026 expansion strategy that prioritizes high-visibility Kiosks and Non-Traditional formats (Airports, Hospitals) alongside its heritage Counter Service stores. The 2026 retail model—defined by the "Fresh-Baked Theatre" concept—integrates on-site baking aromas with a expanded "Gifting and Licensing" vertical, offering premium brownies, cakes, and berries. For landlords and developers, Mrs. Fields offers a powerful "Impulse-Buy" engine with over 45 years of brand equity, driving high-frequency foot traffic through a streamlined, high-margin product mix and a modernized store design that aligns with shifting consumer demands for "portioned indulgence