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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A Return to its Values
With the infrastructure concerns shored up, Berglund then focused on re-establishing the Mrs. Fields brand and its commitment to customers. With this, he didn’t have to apply any past experience; he simply had to turn to the company’s heritage. “The heart and soul of [founder] Debbi Fields’ operation was one of fantastic quality,” he says. “So in making excellence the standard, we just rolled out in our fall catalog a 100-percent-satisfaction guarantee. We simply make excellence the standard.”
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