By Joe Lewis, CEO and President of Famous Brands
Walk through any mall in America, and there’s a good chance you’ll be drawn to a familiar, irresistible scent: warm, freshly baked cookies. The rich aroma of butter, sugar, and chocolate wafting through the air isn’t just a happy accident—it’s a strategic business tool. Mrs. Fields, one of the most iconic cookie franchises, has mastered the science of scent marketing, using it to drive foot traffic, trigger impulse purchases, and create an emotional bond with customers.
Smell is one of the strongest senses in terms of memory recall and emotional connection. When someone walks past a Mrs. Fields location, that delicious aroma transports them back to childhood memories or cozy moments with loved ones. The sensory experience of smelling fresh cookies heightens anticipation, making it difficult for passersby to resist stepping inside. It’s a marketing strategy that is as powerful as it is simple, requiring no digital ads or flashy promotions—just the authentic, mouthwatering scent of something delicious baking.
The Power of Scent in Consumer Behavior
Studies show that scent has a profound effect on consumer decision-making. The olfactory system, which processes smells, is directly linked to the brain’s limbic system. Unlike visual or auditory stimuli, scents can evoke strong emotional reactions and even influence purchasing behavior on a subconscious level.
Mrs. Fields leverages this by ensuring that the scent of freshly baked cookies extends well beyond the storefront. Locations are designed so the baking process happens in open view, allowing the scent to naturally disperse throughout high-traffic areas. This strategic approach turns scent into an unspoken invitation, drawing shoppers in before they even realize they’re hungry.
The phenomenon of scent-based marketing is not unique to Mrs. Fields, but it is one of the best examples of how to use it effectively. Other industries have tapped into scent to trigger emotions—theme parks use specific smells to enhance visitor experiences, luxury hotels have signature scents to reinforce their brand identity, and car dealerships use new car smells to entice buyers. However, Mrs. Fields stands out because its scent not only evokes a positive emotional response but also directly leads to an immediate, satisfying purchase. Few things are as universally appealing as the smell of warm cookies, making it a powerful sales driver.
Strategic Location and Impulse Purchases
One of the most compelling aspects of a Mrs. Fields franchise is its ability to thrive in high-traffic locations, particularly shopping malls. While traditional retail stores struggle with declining foot traffic due to the rise of e-commerce, food brands that leverage sensory experiences, including scent, maintain a competitive edge.
Malls, airports, and other built-in traffic hubs provide a constant stream of potential guests. Since Mrs. Fields locations are designed to let its scent do the selling, even shoppers who didn’t plan to buy a cookie often find themselves walking away with one (or a dozen).
Cookie franchises like Mrs. Fields benefit from an inherently impulse-driven business model. Unlike full-service restaurants or meal-oriented fast-food spots, Mrs. Fields doesn’t rely on customers making planned purchases. Instead, the brand capitalizes on spontaneous cravings, fueled by a combination of scent, visual appeal, and nostalgia. This impulse-driven appeal also means strong conversion rates, as customers lured in by the scent are highly likely to make a purchase.
Beyond impulse buying, scent-driven marketing has a lasting effect on consumer behavior. Many customers who purchase a cookie on a whim remember the experience positively and associate Mrs. Fields with that moment of indulgence. This positive reinforcement leads to repeat visits, strengthening brand loyalty over time. By continuously tapping into these emotional connections, Mrs. Fields maintains a steady customer base, even in an era of changing retail habits.
A Proven Franchise Model with Built-in Demand
For prospective franchisees, Mrs. Fields presents an attractive opportunity, combining an iconic brand with a proven product and high consumer demand. Unlike many retail-based businesses that rely on extensive marketing campaigns to attract customers, Mrs. Fields benefits from organic foot traffic and a built-in customer base.
Consistent demand further strengthens the franchise model. With impulse buys driving sales and seasonal promotions boosting revenue, franchisees can enjoy steady business year-round. Many customers return for their favorite treats or stop by to grab a gift box for special occasions, creating multiple revenue streams beyond everyday purchases.
Built-in brand loyalty is another key advantage. Mrs. Fields has been a beloved household name for decades, reducing the need for extensive brand education or customer acquisition efforts. Many consumers grew up enjoying Mrs. Fields cookies, and that nostalgia translates into repeat visits as adults and new experiences for the next generation. Franchisees benefit from a strong brand identity, nationwide recognition, and an established customer base that already trusts and loves the product.
For aspiring business owners, investing in a franchise that understands and leverages sensory marketing can be a game-changer. The competitive advantage that comes with Mrs. Fields’ mastery of scent marketing ensures franchisees benefit from organic foot traffic, reduced reliance on traditional advertising, and a product that practically sells itself.
With a franchise model designed for simplicity, high-margin sales, and enduring customer appeal, the sweet smell of success is well within reach for Mrs. Fields franchise owners. Those looking to invest in a brand with strong consumer demand, a proven sales strategy, and a built-in customer base should consider Mrs. Fields as a standout opportunity in the franchise space.