Mrs. Fields bakeries expanding Costa Rica, Colombia operations

The local franchise of U.S. cookie company Mrs. Fields will add three new stores in Costa Rica, Operations Manager Jennifer Martínez said.

The California-based company distributes cookies, pastries and drinks and already has seven locations at local malls since entering the country in October 2012.

Mrs. Fields operations in Costa Rica mean an investment of $2 million for local franchisee Direct Investment, composed of investors from the United States and Costa Rica. They also own the franchise rights for Colombia, where they will open the first store in August, Martínez added.

Mrs. Fields stores are located in San José at malls San Pedro, Trejos Montealegre, Lincoln Plaza and MultiPlaza. In the province of Heredia, stores are located at malls Paseo de las Flores and Plaza Real Cariari, and in Cartago at Paseo Metrópolis.

Martínez said the three new stores represent an investment of some $450,000 and will be located at MultiPlaza del Este, east of San José, and at two new malls that will open in Desamparados, south of the capital and in the province of Alajuela.

The company also is in negotiations for distribution in major supermarket chains in the country.

Direct Investment also expects to start Colombia operations in August, with plans to open some 20 stores in the next five years.

Mrs. Fields was founded in Palo Alto, California, in 1977. The company has more than 300 franchises and licensed locations throughout the US and in 22 other countries.

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