Mrs Fields is set to expand its bakery cafe format, with plans to convert more than half of the chain’s network by the end of 2014.

Andrew Benefield, CEO of Mrs Fields, said the larger format, which first launched in 2012, was a result of customer feedback.

“In mid 2011 our customers told us that our stores were too sterile and cold,” Benefield said.

“They also told us a balanced diet did not exist solely of a cookie in each hand, and that they needed a little variety”.

There are currently four Mrs Fields Bakery Cafes. By the end of 2014 the chain plans to have 38 Mrs Fields stores, of which more than half will operate under the bakery cafe format.

Two new stores have already been confirmed for Western Australia and New South Wales.

“Like anything new we have learnt along the way and made plenty of changes, but with the four original trial stores all showing double digit sales growth in the first half of this financial year, we are now ready to fully rollout the new concept.”

The new look concept will also be offered to franchisee’s of the groups sister brand, Cookie Man, with several already converted to Mrs. Fields and others looking to upgrade.

“We think the Mrs Fields Bakery Cafe is a much better, more rounded business model for franchisees, so it makes sense that all our franchisees have the option to convert and upgrade.”