Samuel Batt of Batt Enterprises has signed an expanded development agreement with Famous Brands International to add Georgia to his existing North Carolina and South Carolina franchise territory, committing to 15 new TCBY and Mrs. Fields locations across the three-state footprint. Batt currently operates 15 TCBY units and two Mrs. Fields stores and is on pace for his strongest sales year since entering the system in 2010, with year-to-date receipts running double digits above the same period last year.
The Growth Strategy
Batt's near-term build-out targets suburban growth corridors and college-adjacent neighborhoods, extending from his established base in the Greater Charlotte market into the Research Triangle — Raleigh, Durham, and Chapel Hill. Georgia, anchored by Atlanta, opens a third state for the operator and gives Famous Brands a foothold in one of the Southeast's highest-traffic metro markets. The development agreement calls for Batt to both open his own units and recruit experienced local operators to build out the territory, a model common among area developers managing multi-brand, multi-market portfolios.
For the broader foodservice franchise channel, the deal reflects an ongoing trend of proven multi-unit operators consolidating territory and accelerating unit counts when same-store momentum is running strong. Batt's double-digit comp-sales lift aligns with wider category tailwinds: the frozen dessert and snack-bakery segments have benefited from consumers trading restaurant spend toward fast-casual and specialty retail indulgences at a lower average check.
Brand Context
TCBY carries more than 125 franchised locations worldwide and positions its menu around customization — more than 50 soft-serve and 16 hand-scooped frozen yogurt flavors, including low-fat, fat-free, dairy-free, gluten-free, vegan, and no-sugar-added options, plus 35-plus toppings. Mrs. Fields operates in 24 states and six countries, centering its retail offer on freshly baked cookies, brownies, and cookie cakes. Together under Famous Brands International's umbrella, the two concepts count more than 275 franchised locations worldwide.
Batt has been part of TCBY's operational evolution since early in his tenure, piloting the brand's first self-serve concept in Charlotte — a format that influenced the chain's broader rollout. That operator-as-innovator dynamic is exactly the profile Famous Brands is targeting as it pursues experienced multi-unit candidates in Raleigh-Durham, Charleston, and Atlanta.
"These are iconic brands that generations of customers have known and loved for decades, and we continue to see that connection translate into strong performance today," said Samuel Batt, franchise owner. "Expanding across the Southeast gives us the opportunity to bring high-quality frozen yogurt and freshly baked treats to more communities throughout the region."
For operators and foodservice franchisees evaluating specialty dessert concepts, the Batt agreement illustrates how territory expansion tied to proven unit economics can accelerate system growth without requiring corporate capital. Famous Brands is actively recruiting for open markets; details are available at TCBYFranchise.com and MrsFieldsFranchise.com. Retailers and convenience-channel operators looking to add a branded frozen dessert or baked-goods anchor should note the brand's emphasis on suburban and campus-adjacent real estate as a site-selection filter.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
