Growth
Mrs. Fields against its category
The biggest tracked US bakeries, donuts & desserts by card spend, with year-over-year growth of category share. Share means a chain's slice of tracked category spend. It can decline while the chain's own sales grow. The chart tracks Mrs. Fields's share of the category quarter by quarter, indexed to 2024 Q4 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 |
A
Auntie Anne's
|
-0.2% |
| 2 |
N
Nothing Bundt Cakes
|
+12.8% |
| 3 |
K
Krispy Kreme
|
-11.1% |
| 4 |
P
Paris Baguette
|
- |
| 5 |
T
Tous Les Jours
|
- |
| 6 |
W
Wetzel's Pretzels
|
-0.3% |
| 7 |
C
Cinnabon
|
-3.0% |
| 8 |
8
85C Bakery Cafe
|
-1.8% |
| 9 |
I
Insomnia Cookies
|
-9.7% |
| 10 |
G
Great American Cookies
|
-3.0% |
| 51 |
M
Mrs. Fields
|
-19.1% |
Share of tracked category spend, indexed
Store footprint
Store map
82 tracked Mrs. Fields locations across 20 US states.
Tracked stores by state
- California 32
- Illinois 9
- Florida 8
- Michigan 4
- New Jersey 4
- New York 4
- Nevada 3
- Texas 3
- Colorado 2
- North Carolina 2
- Pennsylvania 2
- Alaska 1
- Arizona 1
- Delaware 1
- Hawaii 1
- Idaho 1
- Kansas 1
- Maryland 1
- Ohio 1
- Wisconsin 1
Customer overlap
Who shops at Mrs. Fields
Tracked chains Mrs. Fields customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
L
Lewis Fresh Market
53
G
Great Lakes Naval Base
53
G
Great Lakes Commissary
44
S
Six Flags Great America
43
Six Flags Great America
43
M
Monterrey Market
42
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