SOURCE: Mrs. Fields Original Cookies, Inc.

May 05, 2010 12:53 ET

Timothy Casey Named Chief Executive Officer and President for Mrs. Fields' Original Cookies, Inc.

Former Starbucks Corp. Executive Brings Experience in Serving Up Brand Relevance

SALT LAKE CITY, UT--(Marketwire - May 5, 2010) -  Mrs. Fields' Original Cookies, Inc., parent company of Mrs. Fields' Famous Brands LLC, the domestic and international franchisor of TCBY and Mrs. Fields' Cookies, announces today the appointment of Timothy Casey to the role of CEO and President. Casey joins these two iconic brands that have been a part of Americana for the last 30 years, with a deep understanding of consumer trends and brand relevance.

Throughout Casey's 30-year career in the food and beverage industry, he has held several senior level roles, including Chief Brand Officer, President, Chief Operating Officer and Vice President with organizations such as Starbucks, The Coffee Bean & Tea Leaf and Bakers Square Restaurants.

"Tim's intense focus on the guest experience, brand relevance, operational excellence and people has contributed to his successful track record of driving profitable sales and growth in the industry," explains Sid Feltenstein, chairman of Mrs. Fields' Famous Brands.

"Every consumer brand is fighting for mindshare, relevance and market share today. Fortunately, we have two very recognizable brands," explains Timothy Casey. "My role, with our dedicated and passionate franchisees and talented management team, is to lead the next growth stage by bringing to market the full extent of our competitive advantages in product quality, R&D innovation, brand heritage, operational excellence and the guest experience."

"Tim is a forward-looking leader, always thinking about what will be important to the consumer tomorrow and what untapped assets these brands have that will strengthen consumer engagement and brand loyalty," adds Feltenstein.

About Mrs. Fields' Famous Brands, LLC
Mrs. Fields' Famous Brands, LLC's subsidiaries include franchisors of Mrs. Fields' Cookies® and TCBY®, which have more than 1,200 franchised and licensed locations worldwide. Mrs. Fields' Famous Brands, LLC is headquartered in Salt Lake City, UT. Debbie Fields opened her first store in Palo Alto, California in 1977 and the Mrs. Fields name quickly became associated with warm, freshly baked cookies right out of the oven. Today, Mrs. Fields products are available at over 400 retail locations in the U.S., nearly 100 locations internationally and online through or by calling 1.800.COOKIES. TCBY has been a frozen yogurt innovator from the day its first shop opened in Little Rock, Arkansas in 1981. With more than 800 locations both in the U.S. and internationally, TCBY has long been a healthier alternative for consumers looking for a treat or snack. To visit TCBY's website, go to

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