Times are tough in the world of mallrat snacking (or, “Grindage” as the kids are calling it these days). Beloved matriarch of the cookie world, Mrs. Fields, has been experiencing some tough times due to the decline of mall traffic, more delicious snacking options like Cinnabon and Auntie Anne’s, and rebellious kids going for the healthy stuff like kale chips and smoothies instead of ooey-gooey chocolate chip cookies. This has been going on for the past five years, but I guess that’s just how the cookie crumbles. There is a bright side, though. Mrs. Field’s has announced that “she” will be teaming up with O.G. fro-yo slingers TCBY (The Country’s Best Yogurt). What a sweet solution!
This is what a TCBY/Mrs. Field’s collabo may end up looking like:
You all probably know that I’m a fro-yo junkie. I dream of extreme frozen yogurt compositions, planning and plotting each delectable cup-full of toppings, sprinkling each scoopful with a perfectly measured hand that could only come with years of experience. Let’s just say that I’ve redeemed my Cherry On Top punch-card so many times that they needed to replace their hole-puncher. Bless you, Little Tokyo COT, so much fun with the NES and board games, and dozens of topping options!
Famous Brands International, the company behind Mrs. Fields, has stated that about half of all new stores will be opening up outside of malls and will be paired with TCBY (the fro-yo masters have their own problems, with frozen yogurt purveyors being as ubiquitous at the mall as a creepy guy at a mall wearing gym shorts… wait… that’s what I wear at Cherry On Top). Don’t be surprised to see some fresh combinations, like a fro-yo cookie sandwich.
I love when a classic brand gets their shit together! Mrs. Field’s was faced with the overwhelming reality of shuttering their mall stores, with little-to-no franchisee interest, and having to likely halt expansion. (If I had to sell 200 cookies every day, like Mrs. Field’s, just to cover the mall storefront rent, I’d just stick my head in the oven.) But Mrs Field’s managed to turn Killing Fields into The Field of Dreams. Nice one… chips ahoy!