Back in the Dough
Revitalized catalog mixed with a focus on company roots spurs turnaround at Mrs. Fields Gifts
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Joe Keenan
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Debbi Fields’ philosophy can be summed up in one phrase: “Good enough never is,” a mantra that’s implemented in every aspect of the business, including the catalog unit. The saying originates from a visit Mrs. Fields paid to one of her retail locations. Looking at a batch of flat and overbaked cookies laid out for customers, Mrs. Fields asked a store employee, “What do you think of these cookies?” His response was, “They’re good enough.” With that, she took the cookies — $500 to $600 worth — and threw them in the garbage. Her response to him, “You know ‘good enough’ never is.”
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