Mrs. Fields Cookies was founded by Debbi Fields in the late 1970s. She and her husband Randy Fields opened their first store in 1977 in Palo Alto, California, selling homemade-style cookies which quickly grew in popularity.
Mrs. Fields Cookies came in 14 varieties.
All baked products were made on premises in the individual stores and the company especially focused on the fresh cookies. If the cookies are not sold within two hours, they were given away and discarded.
Mrs. Fields competitors included New York’s David’s Cookies, Atlanta’s Original Great American Chocolate Chip Cookie Company, and the Nestle Company’s Original Cookie Co.
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Fields wanted to take advantage of the intelligence and trust the judgment of employee throughout the company, instead of relying on a small set of decision makers. The employees at Mrs. Fields were given much more responsibilities such as local marketing decisions were made by the regional and district managers, because they needed to be able to respond quickly to the demands of target customers. Mrs. Fields also encouraged employees to be wacky and personable, so that customers feel comfortable purchasing cookies. The company placed high value on employees by using “promote from within” strategy, employees were rewarded for their performance with a bonus system.
Information System strategy
Information technology played a very important role at Mrs. Fields. MIS enabled Mrs. Fields to have “network structure” and use centralized information system out of Utah and distribute it to every store as needed. Mrs. Fields’ approach of information technology was consistent with an ad-hoc cost/benefit analysis. All stores were running under implementation of information systems at Mrs. Fields to promote sales and control labor and cookies cost. Mrs. Fields also believed that it was not necessary to expand staff to accommodate business growth, and smaller groups of people at Mrs. Fields could make decision to solve business problems faster and better if people could work very well with the information technology to develop more new and creative applications, because a useful information system in company could save time and labor cost, and...