Gerwyn See, President and CEO, Cookie Cafe Franchise System Inc.
The soft, chewy cookies of Mrs. Fields are renowned worldwide, but Gerwyn See went one step further and revolutionized the well-loved brand in the Philippines.
As president and CEO of the Cookie Cafe Franchise System Inc., See revitalized Mrs. Fields by launching the Cookie Cafe concept in 2007, opening its first cafe at Trinoma in Quezon City. Far from simple cookie kiosk, Cookie Cafes offer costumers a way to experience the products of Mrs. Fields in a cafe setting.
"We saw the potential of the brand being there with coffee," says See. To capitalize on the coffee craze, he extended the product line of hot, cold and blended beverages. "We also offer sandwiches and pastas and call them light meals," adds See, who first knew of the brand because his wife loves Mrs. Fields product.
While the brand's loyal costumer base falls in the 35-and-up age segment, See aims to tap the younger market with the "love it, share it" campaign carried out through these cafes. The Cookie Cafe is "not a typical cafe, but a gifting cafe," note See, adding that gift items such cookie cakes, edible cookie cards and other baked products in premium packaging are available at the cafes.
Relaunching the well-loved international brand wasn't easy, note See. "It was a challenge for us to give the brand a new flavor without abandoning our current loyal client base, "he says. "So we did some consumer research to develop new products and determine price points to cater to a new crowd without diluting the identity of the brand."
This new direction is paying off, with the Cookie Cafe undeniably a success. Nine out of the 17 Mrs. Fields outlets in the country are cafes proof that even popular brands can benefit from a tweak or two.
Source: Entrepreneur Magazine
The soft, chewy cookies of Mrs. Fields are renowned worldwide, but Gerwyn See went one step further and revolutionized the well-loved brand in the Philippines.
As president and CEO of the Cookie Cafe Franchise System Inc., See revitalized Mrs. Fields by launching the Cookie Cafe concept in 2007, opening its first cafe at Trinoma in Quezon City. Far from simple cookie kiosk, Cookie Cafes offer costumers a way to experience the products of Mrs. Fields in a cafe setting.
"We saw the potential of the brand being there with coffee," says See. To capitalize on the coffee craze, he extended the product line of hot, cold and blended beverages. "We also offer sandwiches and pastas and call them light meals," adds See, who first knew of the brand because his wife loves Mrs. Fields product.
While the brand's loyal costumer base falls in the 35-and-up age segment, See aims to tap the younger market with the "love it, share it" campaign carried out through these cafes. The Cookie Cafe is "not a typical cafe, but a gifting cafe," note See, adding that gift items such cookie cakes, edible cookie cards and other baked products in premium packaging are available at the cafes.
Relaunching the well-loved international brand wasn't easy, note See. "It was a challenge for us to give the brand a new flavor without abandoning our current loyal client base, "he says. "So we did some consumer research to develop new products and determine price points to cater to a new crowd without diluting the identity of the brand."
This new direction is paying off, with the Cookie Cafe undeniably a success. Nine out of the 17 Mrs. Fields outlets in the country are cafes proof that even popular brands can benefit from a tweak or two.
Source: Entrepreneur Magazine
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