Mr.Cheney
Mr. Cheney is a Brazilian franchise company founded around 2003 that operates what it claims is the largest American-style cookie franchise network in Latin America, selling cookies, treats, and coffee through franchisee-owned take-away stores, iFood delivery, a proprietary app, and event catering.
- Company typePrivate
- Founded2003
- HeadquartersCana Verde, Brazil
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Mr.Cheney does
Mr. Cheney is a Brazilian franchise company that operates what it describes as the largest cookie franchise network in Latin America, founded circa 2003 and headquartered in Alphaville, São Paulo. The company's product platform centers on American-style cookies adapted with Brazilian flavor profiles, complemented by American treats and coffee, with formulations and recipes constituting the core proprietary technology. Under the legal entity MR. CHENEY® — Hypper Brands (CNPJ 58.169.727/0001-87), the brand operates exclusively through a franchise model in which individual franchisees invest a minimum of R$50,000 to open physical take-away locations.
Revenue is generated through two streams at the parent level: one-time franchise entry fees and recurring royalties plus product supply margins from franchise operations. End consumers are reached through a multi-channel distribution stack: walk-in retail at franchise stores, delivery via the iFood third-party platform, orders through a proprietary branded mobile application, and local event catering. Franchisee-level economics are disclosed at an average of R$60,000 in monthly billing, 18-25% net margins, and a 9-18 month payback period, though these are explicitly framed as estimates without guaranteed outcomes.
The company is privately held, with no public listing or disclosed venture or private equity funding, and holds a registered trademark for the MR. CHENEY® brand. It is an active member of ABF (Associação Brasileira de Franchising) and operates primarily across Brazil with no disclosed international operations. Management team composition, headcount, and consolidated parent-level revenue are not disclosed in the available material, which limits the precision of any financial triangulation.
Mr.Cheney firmographics
Firmographics- Name
- Mr.Cheney
- Legal name
- MR. CHENEY® - Hypper Brands - CNPJ 58.169.727/0001-87
- Website
- https://mrcheney.com.br
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Mr. Cheney is a Brazilian franchise company founded around 2003 that operates what it claims is the largest American-style cookie franchise network in Latin America, selling cookies, treats, and coffee through franchisee-owned take-away stores, iFood delivery, a proprietary app, and event catering.
- Ownership category
- akta.pro rank
Mr.Cheney industry classification
Industry- Product category
- Cookie Franchise
- NAICS
- Cookie and Cracker Manufacturing (311821)
- SIC
- Cookies & Crackers (2052), Bakery Products (2050)
- akta.pro primary industry
- Cookies, Biscuits & Crackers (CRADABAD)
- akta.pro secondary industry
- Cookie & Brownie Shops (THAFAGAF)
Keywords
Where Mr.Cheney is headquartered
LocationHeadquarters
- HQ city
- Cana Verde
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Mr.Cheney business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Franchise Fees: Initial franchise investment charged to new franchisees for the right to operate a Mr. Cheney location, including brand access, operational systems, and training.
- Ongoing Royalty and Product Revenue: Recurring revenue from franchise operations including product supply, royalty fees, and system-wide sales generated through franchisee locations across take-away, delivery, and event channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Master Franchise Investment |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
Mr.Cheney product offering
Product offeringCore offering
Mr. Cheney operates a specialty cookie franchise network in Brazil, selling American-style cookies, American treats, and coffee through franchisee-owned take-away stores, delivery via iFood and its proprietary mobile app, and event catering. The parent company (Hypper Brands) monetizes the network through initial franchise fees and ongoing royalties plus product supply to franchisees.
Product overview
Mr. Cheney is a cookie franchise network operating as the largest cookie franchise in Latin America. The company operates on a franchise business model offering American-style cookies with Brazilian essence. Their product portfolio centers on cookies (American cookies), complemented by American treats and coffee. Franchisees can operate take-away stores, delivery services (via iFood and proprietary app), and event catering.
Differentiator
Problem solved
Functional benefit
Products and services
- Mr. Cheney Franchise Opportunity A turnkey franchise business opportunity for aspiring entrepreneurs in Brazil to operate a Mr. Cheney branded take-away store, with rights to fulfill delivery orders via iFood and the company's proprietary app, and to provide event catering services. Initial franchise investment starts from R$50,000.00.
- American-style Cookies The flagship product line of the Mr. Cheney franchise: American-style cookies with Brazilian essence, featuring proprietary recipes and formulations combining American cookie traditions with Brazilian flavor profiles, sold to individual consumers through take-away stores, delivery, and event catering.
- American Treats Complementary product line of American-style treats sold alongside the core cookie portfolio at Mr. Cheney franchise locations.
- Coffee Coffee beverages offered alongside the cookie and treat portfolio at Mr. Cheney take-away stores.
Companies that use Mr.Cheney
Customer profileSegments1 record
Ideal customer profiles2 records
Mr.Cheney technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Mr.Cheney partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- ABF (Associação Brasileira de Franchising)coreMr. Cheney is an active member of ABF (Brazilian Franchising Association), displaying the association logo on its website and communications. ABF membership provides credibility, networking, and industry recognition for the franchise brand.
- iFoodcoreiFood is the primary third-party delivery platform for Mr. Cheney franchise locations, enabling franchisees to fulfill delivery orders placed by customers through the iFood app.
Scale indicators2 records
Recent moves4 records
Expansion highlights3 records
Mr.Cheney competitors and assessment
Company assessmentDirect peers
- Crumbl Cookies: US-based cookie franchise with a rotating gourmet cookie menu, in-store, delivery, and app ordering — directly comparable franchise model, product category, and multi-channel GTM to Mr. Cheney.
- Insomnia Cookies: US late-night cookie delivery specialist with strong digital/app ordering and local delivery — highly comparable to Mr. Cheney's proprietary-app-plus-third-party-delivery model and cookie-shop format.
- Duck Donuts: US specialty sweet-shop franchise with made-to-order customization and catering — comparable specialty baked-goods franchise format and event-channel monetization to Mr. Cheney.
- Great American Cookies: US-based cookie cake and cookie franchise network with retail storefronts and catering — directly comparable franchise cookie brand with similar product mix and retail take-away GTM.
- Nestlé Toll House Café: Franchised café concept built around cookies, baked goods, and coffee — directly comparable specialty dessert/cookie café format, including coffee add-on sales like Mr. Cheney.
- Mrs. Fields: Long-established American cookie and baked-goods franchise with mall and retail storefronts — directly comparable franchise cookie brand and shop-in-shop distribution model.
- Tiff's Treats: US cookie delivery franchise pioneering warm-cookie delivery — directly comparable delivery-led cookie franchise model to Mr. Cheney's delivery + catering revenue streams.
Regional players
- Cacau Show: Brazil's largest chocolate and specialty sweets franchise network — the closest Brazilian specialty-sweets franchise competitor, highly comparable franchise-driven retail GTM in the same geography.
- Amor aos Pedaços: Brazilian specialty cake and dessert franchise with retail stores and event catering — comparable Brazilian specialty-baked-goods franchise with similar take-away and event-catering channels.
- Kopenhagen: Established Brazilian premium chocolate and specialty sweets retail/franchise brand — comparable premium-positioned Brazilian specialty confectionery retail franchise model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Mr.Cheney social profiles
Digital presenceMr.Cheney financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mr.Cheney leadership team
Management profileNumber of profiles
Mr.Cheney funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mr.Cheney M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mr.Cheney
What does Mr.Cheney do?
Mr. Cheney operates a specialty cookie franchise network in Brazil, selling American-style cookies, American treats, and coffee through franchisee-owned take-away stores, delivery via iFood and its proprietary mobile app, and event catering. The parent company (Hypper Brands) monetizes the network through initial franchise fees and ongoing royalties plus product supply to franchisees.
Is Mr.Cheney a public or private company?
Mr.Cheney is a private company. It is classified as unknown and is currently operating.
When was Mr.Cheney founded?
Mr.Cheney was founded in 2003. It employs 101 to 250 people.
Where is Mr.Cheney based?
Mr.Cheney is headquartered in Cana Verde, Brazil, in the Latin America region.
How does Mr.Cheney make money?
Two revenue lines are on record. Franchise Fees are the primary driver. The others are ongoing Royalty and Product Revenue.
Who are Mr.Cheney's main competitors?
Direct peers on record are Crumbl Cookies, Insomnia Cookies, Duck Donuts, Great American Cookies, Nestlé Toll House Café, Mrs. Fields and Tiff's Treats. Regional players are Cacau Show, Amor aos Pedaços and Kopenhagen.
Does Mr.Cheney have an API?
No public API is recorded for Mr.Cheney.
What industry is Mr.Cheney in?
Mr.Cheney's product category is Cookie Franchise. Its primary akta.pro industry code is CRADABAD, Cookies, Biscuits & Crackers, with a secondary code of THAFAGAF, Cookie & Brownie Shops. Its NAICS code is 311821 and its SIC code is 2052.