TCBY And Mrs. Fields Cookies Channeling Global Momentum Into Local Market Strategy With Announcement Of Seattle As Priority Market For Growth

Will Host Open House at Seattle, WA Location for Potential Franchise Owners

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Sep 13, 2012, 12:00 ET

SEATTLE, Sept. 13, 2012 /PRNewswire/ -- Having already exceeded 2012 franchise growth expectations, thanks in part to its new self serve operating model, the country's leading frozen yogurt brand, TCBY, has now set its sights on key markets across the US for continued growth. Today it announces that the Seattle metro area has been identified as a priority market for continued expansion, along with its sister brand, Mrs. Fields Cookies. In addition to its exciting new store design, TCBY continues to lead the frozen yogurt industry by delivering first to market innovations, including Greek Fro-Yo and its previous launch of Super Fro-Yo which was recognized by Prepared Foods Media for its "Excellence in Innovation" award. The Seattle market offers a unique opportunity to co-brand a TCBY and Mrs. Fields Cookies store for those that are interested in expanding their portfolio or owning a multi-concept location.

"It's such an exhilarating time to be part of the Famous Brands family," explains Tim Casey, CEO of Famous Brand International, parent company of TCBY and Mrs. Fields Cookies. "We've been aggressive, but thoughtful in our approach to growth, product development, marketing and franchise support in the last eighteen months and have garnered the type of momentum these brand deserves."

Continued Growth in the Seattle Market

While TCBY and Mrs. Fields Cookies have no plans to move away from national or international growth, its local market strategy offers a more exhaustive, strategic approach to growth. In the Seattle area, the concepts hope to grow the market by 20 stores in the next three to five years. TCBY has already opened three new self serve stores in the area, including the recent opening at City Centre, a co-branded Mrs. Fields Cookies location. Each brand currently has two stores in development for the area. A top 10 retail market in the U.S., Seattle is an important market for TCBY due to its strong population density of educated professionals, abundant family-oriented communities and significant consumer base whom choose a healthy lifestyle. TCBY is poised to help these busy consumers maintain their healthy lifestyle by becoming part of their communities.

Adds Casey, "We see Seattle as one of a number of crucial growth markets for franchise development, especially in a market where consumer adoption and enthusiasm for self-serve has exceeded our expectations. New and existing franchise interest has run parallel with that excitement across the country. Package that with what we have invested into the food science of our fro-yo, giving our R&D team the chance to distance itself from the category with innovations like the healthiest frozen yogurt in the market place, Super Fro-Yo, and the first to market Greek frozen yogurt, and it's paying dividends for our brand, partners and franchisees."

TCBY Franchise Open House

To introduce potential franchisees to the new TCBY frozen yogurt franchise model, the company will host an open house at the TCBY/Mrs. Fields Cookies Seattle City Centre location at 1420 5th Ave. in Seattle, WA on Tuesday, September 25, 2012. Anyone interested in learning more about TCBY franchise opportunities is welcome to join TCBY executives and the TCBY/Mrs. Fields Cookies franchise owner, to learn about growth plans for the Seattle market. The event will take place from 1:00 p.m. to 5:00 p.m. To RSVP for the event, email [email protected].

About TCBY

Based in Broomfield, CO, TCBY, The Country's Best Yogurt has been a frozen yogurt innovator from the day its first shop opened in Little Rock, Arkansas in 1981. Ever since, the great-tasting, low-fat frozen yogurt concept has received an enthusiastic response from an increasingly health-conscious public. TCBY boasts the industry's healthiest traditional frozen yogurt choice, Super Fro-Yo, as well as the industry's only Greek frozen yogurt option. With more than 550 locations in the United States and internationally, TCBY has long been a healthier alternative for consumers looking for a treat or snack. To learn more check out www.TCBY.com.

SOURCE TCBY