mrs fields

What mrs fields does

Mrs. Fields Australia is the Australian master franchisee of the global Mrs. Fields cookie brand, operated by Cookies Australia Pty Limited under license from Mrs. Fields Famous Brands LLC USA. The original brand was founded in 1977 in Palo Alto, California by Debbi Fields and now operates more than 300 locations globally, with 30+ franchised stores across New South Wales, Victoria, Queensland, the Northern Territory, and Western Australia (notably absent from South Australia and Tasmania). The business combines a franchise-operated café and retail channel with a Shopify-powered direct-to-consumer e-commerce site offering 10km-radius delivery from physical locations, plus a dedicated corporate gifting program (gift hampers, cookie towers, branded boxes) targeting SMB and seasonal business customers. Its product range centers on the core cookie SKU and has been extended with loaded cookies, cookie pies, and brownie cakes to broaden occasions and basket size.

The business model is a hybrid of franchised retail and corporate-operated digital/gifting revenue. Franchisees operate physical locations under standardized recipes, branding, and operating procedures licensed from the US parent; the master franchisee captures royalties, product supply, and owns the e-commerce and corporate gifting P&L directly. Pricing is unit-level (cookies, gift hampers, gift boxes) across consumer and SMB segments, with no disclosed enterprise contracts or recurring SaaS-style revenue. Customer engagement is supported by the Mrs. Fields Rewards loyalty program, which captures first-party purchase data across the franchise network but, based on available evidence, has not yet been operationalized into a personalization or data-driven marketing capability.

Name

mrs fields

Legal name

Cookies Australia Pty Limited

Website

https://mrsfields.com.au

Company type

Private

Founded year

1977

Operating status

Operating

Short description

Mrs. Fields Australia operates 30+ franchised cookie cafés across five Australian states and a Shopify-powered e-commerce channel, selling cookies, gift hampers, and seasonal corporate gifts to consumers and small businesses under license from Mrs. Fields Famous Brands LLC USA.

Ownership category

akta.pro rank

Product category

Specialty Bakery & Café

NAICS

Baked Goods Retailers (445291), Commercial Bakeries (311812), Special Food Services (7223)

SIC

Cookies & Crackers (2052), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Cookie & Brownie Shops (THAFAGAF)

akta.pro secondary industries

Cafe-Bakeries (Bakery + Coffee/Foodservice) (THAFAFAG), Dessert Cafes (Coffee + Desserts) (THAFADAH), Bread & Pastry Specialty Stores (CRAHAGAC)

Keywords

• Soft-baked cookies
• Bakery cafe
• Cookie cakes
• Corporate gifting
• Specialty baked goods

Headquarters

HQ city

Mount Kuring-gai

HQ country

Australia

HQ region

Oceania

Offices25 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail In-Store Sales: Direct sales of cookies, brownies, muffins, cakes, beverages, and savory items through company-owned and franchised cafe locations. Customers dine in or take away.
2. E-commerce Online Sales: Online ordering through mrsfields.com.au for home delivery or store pickup. Customers order cookie boxes, cookie cakes, loaded cookies, and other products for delivery within 10km of stores.
3. Corporate/Business Gifting: Bulk corporate cookie orders and custom corporate gift solutions for business occasions, events, and employee appreciation through dedicated corporate gifting program.
4. Franchise Royalties: Cookies Australia Pty Limited operates as Australian Master Franchisee collecting royalties from independently owned franchised stores.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Mrs. Fields produces and sells soft-baked cookies, cookie cakes, brownie cakes, cookie pies, loaded cookies, cookie boxes, and cookie cards through over 30 franchised bakery café locations across Australia and an e-commerce online store. The company also offers a full café menu including hot and cold beverages, muffins, brownies, Aussie biscuits, sweet treats, and savoury items, alongside a dedicated corporate gifting program for bulk business orders.

Product overview

Mrs. Fields is a cookie-focused retail and cafe brand operating as Cookies Australia Pty Limited, the Australian Master Franchisee for Mrs. Fields Famous Brands LLC. The product portfolio centres on soft-baked cookies made from Debbi Fields' original secret recipes, complemented by a full cafe offering. Core products include Cookie Cakes (customisable celebration cakes), Cookie Boxes (flavour assortments), Loaded Cookies (premium-filled indulgences), Cookie Cards (edible greetings), Brownie Cakes, and Cookie Pies. The cafe component offers Hot Beverages (award-winning coffee blend), Cold Beverages (frappes, milkshakes), Savoury Items (pies, toasties, croissants), Muffins, Brownies, and Aussie Biscuits. A loyalty program (Mrs. Fields Rewards) and corporate gifting service round out the offering. All products are baked fresh daily in-store using real butter, whole eggs, and natural vanilla. The company operates over 30 franchised Bakery Cafe locations across Australia with delivery available in NSW, QLD, ACT, and VIC.

Differentiator

Problem solved

Functional benefit

Products and services

• Cookie Cakes Customisable celebration cookie cakes that can be personalised with custom messages, names, or themed designs and are available in multiple layers for larger servings.
• Cookie Boxes Assortments of soft-baked cookies in flavours including Milk Chocolate Chip, White Chocolate Macadamia, Snickerdoodle, Triple Chocolate, Caramel Fudge, and Chocolate Lovers, available in quantities of 6 to 90 cookies.
• Loaded Cookies Premium indulgent cookies with fillings such as Nutella, peanut butter cups, Biscoff, Oreo, M&M's, and marshmallows, available in packs of 4, 7, or 10.
• Cookie Cards Cookie-based greeting cards combining a personalised message with a cookie treat, available for occasions such as birthdays, thank you, Valentine's Day, and holidays.
• Brownie Cakes Rich brownie-based layered cakes with toppings and fillings including chocolate, caramel, Biscoff, coconut rough with goji berries, and funfetti, serving 20 or more people.
• Cookie Pies Large cookie-based pies in the signature loaded cookie style, offered as a distinct product line.
• Individual Cookies Individual soft-baked cookies in flavours such as Milk Chocolate Chip, Chocolate Lovers, Rainbow with M&M's, White Chocolate Macadamia, Caramel Fudge, Snickerdoodle, Milk Chocolate Macadamia, and Triple Chocolate, made with real butter, whole eggs, and natural vanilla.
• Aussie Biscuits Range of crunchy Australian-style biscuits including Choc Fairy, Californian, Macaroon, Round Shortbread, Brandy Snap, Macadamia Shortbread, Chokky Rock, Coffee Walnut, Jewels, Anzac, Wattleseed, Triple Choc, Choc Pebble, Harlequin, Fairy, Choc Chip, and Choc Drop.
• Brownies Chocolate brownies in varieties such as Double Chocolate, Macadamia Nut, Wild Raspberry Ganache, Chocolate Lovers, and Caramel Sea Salt.
• Muffins Homestyle muffins available in Double Chocolate, Blueberry, Apple Cinnamon, and Raspberry White Chocolate flavours.
• Sweet Treats Assorted sweet slices and pastries such as Rocky Road Slice, Caramel Slice, Vanilla Slice, Apple Crumble Slice, Lemon Meringue Tart, Citrus Tart, Café Breads, Friands, and Raisin Toast, available at select stores.
• Hot Beverages Hot drink offerings including Cappuccino, Latte, Flat White, Long Black, Chai Latte, Chai Macha, Hot Chocolate, and Mocha, featuring the Mrs. Fields award-winning coffee blend.
• Cold Beverages Cold drink range including Premium Frappes, Original Frappes, Milkshakes, and Thickshakes.
• Savoury Items Savoury café offerings including Gourmet Pies, Savouries, Gourmet Toastie Range, Toasts and Café Breads, Croissants, and Toasted Sourdough.
• Corporate Gifts Bulk cookie and gift solutions for businesses including corporate cookie boxes, custom cookie cakes, and gift hampers for corporate events, client appreciation, and employee rewards, available through a dedicated Request a Quote program.
• Giant Cookie Oversized single-serve cookie cake designed for special occasions or as an indulgent personal treat, intended to be shared but satisfying for individual enjoyment.
• Small Heart Cookie Box Heart-shaped cookie gift featuring a decorated 'I Love You' cookie with 7 additional cookies, available in multiple flavours for Valentine's Day and romantic occasions.
• Mother's Day Gift Box Special gift box curated for Mother's Day featuring selected cookie and treat combinations.

Quantifiable outcome

• 30+ pickup locations across Australia for convenient ordering
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• Mrs. Fields Famous Brands LLC USAcoreStrategic or Co-development PartnerMrs. Fields Famous Brands LLC USA is the original American parent company that owns the Mrs. Fields brand. Cookies Australia Pty Limited holds the Australian Master Franchisee rights, making them the exclusive operator of Mrs. Fields stores in Australia under licensing agreement.
• ShopifycoreTechnology or IntegrationShopify powers the Mrs. Fields online e-commerce store, providing the platform for product sales, checkout processing, order management, and customer account functionality. Mrs. Fields uses Shopify's platform, checkout, and marketing tools.
• Franchisees (Independently Owned Stores)coreChannel Partner/ Reseller/ DistributorCookies Australia Pty Limited as Australian Master Franchisee manages a network of independently owned franchised Mrs. Fields stores operating under the Mrs. Fields brand. Each franchisee operates their own store location.
• Payment Processors (Shop Pay, Google Pay, Apple Pay, Credit Cards)coreTechnology or IntegrationMultiple payment options accepted including Shop Pay, Google Pay, Apple Pay, American Express, Mastercard, Union Pay, and Visa for customer convenience in online purchases.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Insomnia Cookies: US-based late-night cookie delivery brand specializing in warm cookie delivery, cookie cakes, and bulk gifting. Comparable to Mrs. Fields on product (warm cookies, customizable cakes), channel (delivery-led), and B2B/bulk gifting focus.
• Tiff's Treats: Tiff's Treats is a US warm-cookie delivery franchise founded in 1999 with a similar heritage-era brand identity, occasion-based gifting, and delivery-centric model. Directly comparable to Mrs. Fields on product, occasion/gifting positioning, and franchise structure.
• Cookie Time: Cookie Time is a New Zealand-origin cookie brand that has expanded across Australia, selling cookies, ice cream, and treats through retail and café outlets. Most directly comparable to Mrs. Fields as an ANZ cookie-specialty brand with franchise/retail distribution and gifting orientation.
• Crumbl Cookies: Crumbl is the largest US cookie franchise, operating 1,000+ stores globally with a rotating weekly menu, strong digital ordering, and a similar premium cookie cake / cookie box offering. Direct cookie franchise competitor with overlapping product range, customer demographic, and franchise-driven scale model.

Broad incumbents

• Gloria Jean's Coffees: Gloria Jean's is one of Australia's largest café franchises with 400+ locations serving coffee, cakes, and sweet treats. Comparable to Mrs. Fields' café locations on coffee-led café retail, franchise scale, and Australian footprint.
• Famous Amos: Famous Amos is a globally recognized premium cookie brand sold via retail grocery, foodservice, and some branded cafés. Comparable to Mrs. Fields on brand-led premium cookies, heritage positioning, and broad distribution; operates at broader/incumbent scale via packaged retail.
• Bakers Delight: Bakers Delight is Australia's largest specialty bakery franchise with 700+ locations, producing and selling fresh bread and baked goods daily. Comparable to Mrs. Fields on the Australian franchise bakery model and fresh-in-store production, though focused on bread rather than cookies/treats.
• Brumby's Bakeries: Brumby's is an Australian franchise bakery chain selling bread, pastries, and sweet baked goods through hundreds of stores. Adjacent competitor with overlapping franchise bakery structure, café-style retail, and sweet baked treats category.
• Krispy Kreme: Krispy Kreme Australia operates retail stores and cafés selling doughnuts, coffee, and sweet treats. Comparable to Mrs. Fields on the treat + coffee café retail model, gifting/special occasion positioning, and multi-state Australian footprint.

Emerging players

• Hunky Dory: Hunky Dory is an Australian cookie/dessert brand selling cookie pies and dessert slabs via e-commerce. Emerging DTC dessert brand with comparable cookie-pie / dessert-slab product, gifting positioning, and direct-to-consumer ordering model targeting overlapping Australian customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MrsFieldsAustralia
• Instagraminstagram.com/mrsfieldsau
• TikToktiktok.com/@mrsfieldsau
• LinkedInlinkedin.com/company/mrs-fields-cookies-australia

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about mrs fields