Cookies are more than just impulse buys for mall patrons, at least according to David B. Barr, president and CEO of Great American Cookies. And that belief is the inspiration behind the Atlanta-based franchisor's vision for growth through co-branding.
With locations up and running in Virginia and the Carolinas, the company's first co-branding partnership-with Farmington, Connecticut-based ice cream franchisor Carvel Corp.-seems to be a sweet success.
In addition to co-branding, Barr has worked to expand the traditionally mall-based company into other high-traffic locations, such as airports, grocery stores, strip centers and universities. "[Because] mall development has slowed in the last decade," Barr says, "we have to seek other ways to grow."
Although co-branding seems to be the best expansion option outside of malls for now, Barr hopes in future years that won't be the case. Says Barr, "I'd like to think that as we continue to develop new ways to sell cookies, [our] cookies will be able to stand alone outside malls."