![]() Some notable examples include its purchase of Pretzel Time and Pretzel Maker in 2010 followed shortly after by TCBY Yogurt allowing them access into frozen yogurt markets while simultaneously introducing new dessert options under one roof catering towards diverse tastes among consumers which have helped further strengthen overall brand presence globally. Over its four-decade-long history, The Great American Cookie Company has continued to grow through acquisitions as well. The new partnership led to innovations in product offerings and shared resources that ultimately propelled both brands forward during a time when competition was increasing within the industry. Fields Cookies, which further solidified their hold within the market and allowed them to expand internationally. In 1998, the company merged with another cookie giant, Mrs. With more than 100 locations nationwide within just five years after opening their first store back in 1977 thanks largely due to aggressive franchise expansion efforts coupled with strong branding strategies implemented throughout late ’70s & early-’80s era including eye-catching storefront designs featuring large glass windows showcasing rows upon rows filled full trays containing colorful assortments made tempting selections irresistible not only for children but adults alike too. ![]() By taking multiple freshly baked cookies and stacking them together with icing in between layers forming an impressive tower-like structure adorned with whimsical decorations related to special occasions such as birthdays, graduations or holidays these delicious masterpieces were (and still are) an instant hit among consumers who saw it as a unique alternative offering compared against traditional cakes available at bakeries during those times. Cookie Cakes: A Game Changerīut perhaps one of the most memorable innovations introduced by The Great American Cookie Company was its signature product – the cookie cake. For instance, before store openings they would send costumed characters dressed up like giant cookies into local communities where potential customers lived handing out free samples all while spreading word about their upcoming arrival. In addition to traditional advertising methods like TV commercials or print ads, The Great American Cookie Company established itself as a pioneer in what is now considered guerilla marketing tactics. In 1978, they began franchising the brand under its new moniker ‘The Great American Cookie Company.’ The Power of MarketingĪ crucial aspect of the company’s growth and success was its innovative marketing approach which quickly set them apart from other similar businesses at that time such as Famous Amos or Mrs. In 1977, the duo opened their first store at Perimeter Mall located just outside Atlanta in Dunwoody Georgia under the name ‘The Original Great American Chocolate Chip Cookie Company.’ This initial location garnered immediate attention from shoppers due to its mouth-watering aroma wafting through mall hallways enticing customers towards them like moths drawn to light.ĭetermined not only to meet but exceed customer expectations, Michael Coles made sure every single batch was rigorously quality checked before being sold which earned public trust quickly for their brand new venture making people excited about trying out these delicious creations waiting inside each shopfront.Īfter a successful year in business, Coles and Karp realized that their concept could be adopted by other aspiring entrepreneurs who wanted to start their own cookie stores. ![]() Finding Success Through Franchise Development Together they worked tirelessly day after day experimenting with recipes until they perfected that famous chocolate chip cookie formula that would be synonymous with The Great American Cookie Company. Michael Coles approached his friend Arthur Karp for support, both financially and as a business partner. Armed with his grandmother’s chocolate chip cookie recipe, Coles saw an untapped market opportunity in selling freshly baked cookies at malls across America where they could reach a wide audience conveniently. Coles and Arthur Karp who were inspired by their mutual love for cookies to start up their own business venture. Finding Success Through Franchise Development.
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