Mrs. Fields’ Original Cookies Inc. announced yesterday that Timothy Casey, an industry veteran whose experience includes time as an executive with Starbucks, will assume the role of CEO and president of the company.

Casey will oversee all divisions of the company, which includes the Mrs. Fields’ Cookies and TCBY brands.

“Both TCBY and Mrs. Fields are proven category leaders,” Casey said in an e-mail to QSR. “They represent the largest amount of storefronts in both the frozen yogurt and cookie industries.

“My role is to shepherd in the next growth stage, in part by bringing to market the full extent of our competitive advantages in product innovation, brand heritage, consumer insights, operational excellence, and the guest experience.”

Casey said his first task as CEO will be to meet with all divisions of the company and to immerse himself in the Mrs. Fields and TCBY brands to create “a plan to continue the dominance that both of these brands have in their respective categories.”

Formerly a regional vice president for Starbucks, Casey said his experience at the coffee giant and elsewhere—including at The Coffee Bean & Tea Leaf and Bakers Square Restaurants—has helped him understand the importance of brand relevance in communities across the U.S.

“I found that all of my work-related experiences have been about understanding the needs of the consumers and then connecting those needs to the competitive advantages of the brand … in ways that are relevant and sustainable,” he said in the e-mail.

“Keeping the guest at the forefront of the decision making process, defining and redefining the brand experience to align with the needs of the guest, and weaving what the brand offers into the fabric of the guest’s lifestyle has always been a successful proposition … and I assume it always will.”

By Sam Oches