Mrs. Fields

Mrs. Fields and the Bittersweet Smell of Success | Eater

"Founded in 1977 by Debbi Fields in Palo Alto, this cookie shop grew from a single storefront into a mall-dominant cookie chain by trading on the irresistible appeal of hot, straight-from-the-oven chocolate chip rounds that were notably soft and thick (a contrast to the crumbly, crunchy character of store-bought brands like Chips Ahoy! and the crispness championed by David’s Cookies). In its early years the company even donated cookies older than two hours rather than sell them, and aggressive sampling helped spur rapid expansion through the 1980s and into franchising in 1990, with hundreds of locations across the U.S. and abroad and a multimillion-dollar sale that followed. The founder’s wholesome working-mom persona and media presence — including a PBS baking segment that inspired future bakers — were central to the brand’s marketing and cultural appeal, even as contemporaneous coverage often spotlighted her husband’s financial role and questioned how much credit she deserved. Today the business’s name still appears on nationwide tins while the founder, who remains active online as a home baker, is no longer the public-facing corporate force she once was; the chain’s legacy lives on largely as a symbol of 1980s mall culture and a particular nostalgic ideal of home-baked comfort in America." - Bettina Makalintal