Mrs. Fields Cookie Store

The vendor opportunity at Mrs. Fields

Mrs. Fields Cookie Store operates 128 locations, all of which are franchised. The most recent FDD, from 2021, reports no company-owned units. The system is entirely composed of single-unit operators—127 mapped operators run roughly 127 located units, with zero multi-unit franchisees. This structure means there is no middle layer of large franchisee groups to sell through; all technology decisions flow from the franchisor.

The average unit volume sits at $525,494, with a 6.0% royalty rate and a standard 10-year initial franchise term. Unit count declined by 7.2% year-over-year, a contraction that may affect near-term technology investment appetite. For software vendors, the total addressable market is capped at 128 locations, concentrated in a handful of states, with New York showing the highest count at just two units.

Who controls software purchasing

The FDD’s Item 1 lists the leadership team. Nelson Tejada serves as Chief Executive Officer, and Julie Girardot is the Vice President of Finance. No Chief Information Officer or Chief Technology Officer is named. Betsy Schmandt, President of Franchising, and Brian Mooney, Senior Director of Franchise Operations, are also listed and likely influence operational technology decisions. Given the absence of a dedicated technology executive, the buying center for software likely involves the CEO and VP of Finance directly, with operational input from the franchise operations leadership.

Mrs. Fields is part of Mrs. Fields Famous Brands, LLC, the parent company. Vendors should investigate whether technology purchasing is handled at the brand level or shared across the parent’s portfolio, though the FDD itself provides no detail on shared services or group purchasing.

Mandated and current tech stack

The FDD mandates one named system: Treatware. This is the required operational technology for franchisees. No other mandated or recommended vendors are disclosed in the available data. The mandate creates a clear gatekeeper dynamic—any software that integrates with or replaces Treatware must be approved at the franchisor level.

For vendors selling complementary tools—such as HR, scheduling, inventory, or loyalty platforms—the Treatware mandate signals a controlled tech environment. Integration partnerships or direct franchisor approval are likely prerequisites to adoption. The FDD does not disclose any other systems, so the full stack beyond Treatware remains unknown from public filings.

Procurement, renewals, and timing

Item 8 of the FDD, which typically outlines procurement restrictions, did not yield an extract in the available data. The procurement model—whether designated supplier, approved supplier, or open—is therefore not disclosed. Vendors should assume a franchisor-controlled process given the Treatware mandate and the single-unit operator base.

Renewal terms, outlined in Item 17, provide a potential window for technology evaluation. Franchisees must provide 180 days’ prior notice and sign the then-current Franchise Agreement, which may contain materially different terms, including updated technology requirements. They must also refurbish and remodel the premises at the franchisor’s request, remain in good standing, satisfy all monetary obligations, and pay a renewal fee. The renewal term is 10 years. With the system in contraction, renewal events are sparse, but each one represents a moment when the franchisor can impose new tech mandates.

How to read the Mrs. Fields FDD

The 2021 Franchise Disclosure Document is the primary source for understanding Mrs. Fields’ operations, leadership, and technology requirements. It is filed with state franchise regulators and available for review. The embedded PDF viewer below contains the full document. Key sections for software vendors include Item 1 (the business and its executives), Item 11 (the franchisor’s obligations, where tech mandates like Treatware appear), Item 8 (procurement restrictions, though not extractable here), and Item 17 (renewal and transfer conditions). Reading these sections will clarify the approval path and contractual hooks for technology sales. For a ranked target list of franchise systems matched to your software category, FranCloud can help.