MRS. FIELDS has cooked up its first pop-up store in Pacific Fair Shopping Centre, with plans to expand the delicious baked goods company to a new batch of customers.
Mrs. Fields CEO Andrew Benefield (pictured) says the pop-up will give the company an opportunity to access customers who may not have had a taste of the brand or have easy access to a store.
"We see our pop-up stores as a great way to test new locations in shopping centres, as well as taking the Mrs. Fields experience to new groups of customers at festivals, major shows and community events," says Benefield.
"We are really excited to be expanding the business in this way as we are bound to learn more about our customers from having the pop-ups."
The Pacific Fair pop-up allows the cookie legends to capitalise on consumer exposure within the shopping centre, and gives shoppers a taste test of their new branding which focuses on a home style look and feel.
Even though the pop-up is selling more than just the trademark chocolate chip cookie, Benefield says the stall allows the company to really showcase everything Mrs. Fields can deliver.
"While we are implementing these changes, we remain focused on the fact we have the 'World's Favourite Chocolate Chip Cookie' which is our point of difference," he says.
"We have implemented an operational program that has every team member focused on living the brand promise and 'Making the Moment' for all our customers.
"Our customers come to us looking for a little treat to reward themselves, our perfect opportunity to make their moment."
If you want to make your own moment with Mrs. Fields, the pop-up will operate for the next 6 to 12 months at Pacific Fair.
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