Back in the Dough

Following some tough years, it appears Mrs. Fields Gifts has found its recipe for success. “We’re back in a growth mode,” Berglund says, noting that the direct division carefully has increased investments in pages, circulation, online marketing and its sales teams. “We’ve added back almost half of the marketing investments I cut as a part of the initial turnaround. We’re feeling very good about the offering that we have in the marketplace, and our customers are responding very positively.”