Growth
Mrs. Fields against its category
The biggest tracked US bakeries chains 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 Q1 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 |
A
Auntie Anne's
|
-6.7% |
| 2 |
N
Nothing Bundt Cakes
|
+10.5% |
| 3 |
P
Paris Baguette
|
- |
| 4 |
W
Wetzel's Pretzels
|
+1.8% |
| 5 |
T
Tous Les Jours
|
- |
| 6 |
C
Cinnabon
|
-6.7% |
| 7 |
8
85C Bakery Cafe
|
+18.7% |
| 8 |
I
Insomnia Cookies
|
-15.1% |
| 9 |
G
Great American Cookies
|
-3.2% |
| 10 |
T
Tatte Bakery & Cafe
|
+11.2% |
| 30 |
M
Mrs. Fields
|
-22.2% |
Share of tracked category spend, indexed
Store footprint
Store map
56 tracked Mrs. Fields locations across 17 US states.
Tracked stores by state
- California 15
- Illinois 8
- Florida 7
- Michigan 4
- New Jersey 3
- New York 3
- Texas 3
- Colorado 2
- North Carolina 2
- Pennsylvania 2
- Arizona 1
- Delaware 1
- Kansas 1
- Maryland 1
- Nevada 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.
G
Great Lakes Naval Base
52
L
Lewis Fresh Market
46
G
Great Lakes Commissary
44
S
Six Flags Great America
42
Six Flags Great America
42
M
Monterrey Market
38
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