Mrs. Field's Cookies
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When Debbi Fields
opened her first cookie store in Palo alto California, in 1977, she was a
20-year-old housewife with no business experience. At that time, friends told
here she was crazy; they felt that a business could not survive on the basis of
just selling cookies. They were sure wrong.
Mrs. Field's Cookies became popular very quickly, and several new stores were set up. To grow even faster, Mrs. Fields started franchising in 1990. Today, the company has several hundred stores, and it is the largest retailer of baked on premises cookies in the United States.
Mrs. Fields is among the most widely recognized names in the premium cookie industry with 94 percent brand awareness among consumers. The retailer offers more than 50 different types of cookies, brownies, and muffins. To ensure freshness and quality, products are baked continuously, and all dough is centrally manufactured using only high-quality ingredients.
The chain uses a state of the art retail information system to address the problem of inconsistent performance among stores. When Mrs. Field's Cookies was small, it could ensure consistency by performing on-site inspections. This became more difficult when the chain grew and included foreign units. The problem became apparent when Debbi Fields found that, after only four months in business, the items in a Hawaiian store bore little resemblance to her original products. Unknowingly, the store manager had allowed the cookie formulations to change ever so slightly from their original form and texture. Eventually, the products looked like little cakes instead of cookies.
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cookie store: toko kue
housewife: ibu rumah tangga
survive: bertahan
several new stores were set up: beberapa toko-toko baru didirikan
baked on premises: dibakar di tempat.
the most widely recognized names: nama-nama yang paling dikenal luas
To ensure freshness and quality: untuk menjamin kesegaran dan kualitas
inconsistent performance : unjuk kerja yang tidak konsisten
bore little resemblance : memiliki sedikit kemiripan