Back in the Dough

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.”