Famous Brands International Welcomes Richard Screnci

Famous Brands International, the parent company of Mrs. Fields and TCBY, has appointed Richard Screnci executive director. He is responsible for fostering growth and strengthening franchisee success across both dessert concepts.

“There are very few brands that have staying power like Mrs. Fields and TCBY. A chance to work with two iconic brands was too good to pass up,” Screnci said. “This opportunity isn’t about change for the sake of change — it’s about building on something that already has deep consumer trust and recognition. Once I understood how intentional the approach is, and how committed the leadership team is to honoring what makes these brands special while positioning them for the next chapter, it all came together from there.”

Screnci cited support from parent company Pearl Street Equity as a key part of Famous Brands International’s continued growth. “The team has knowledge and experience in a wide array of industries and can provide insight on almost everything. Their support is tremendous as we move forward.”

He said connecting with franchise owners is meaningful because he learns more about what has worked for them — and what hasn’t — and how they have adapted over time. Working with these entrepreneurs also reminds him of the effort his parents put into their family restaurant when he was growing up, he said.

In addition to working in restaurants, Screnci has established himself in the industry by leading operations for Restaurant Brands International and Aramark.

“What drew me to restaurant franchising is the combination of entrepreneurship and structure,” he said. “You have individuals who are deeply invested in their own success, paired with systems, brand recognition and operational support that can help them grow faster and more sustainably than they might on their own.”

TCBY offers low-fat, fat-free and no-sugar-added soft-serve and hand-scooped frozen yogurt options. Since its founding in 1981, the company has expanded to 275-plus franchised locations globally.

Founded by Debbi Fields in 1977, Mrs. Fields is a globally recognized cookie retail store brand that operates in 24 states and six countries.

Famous Brands International is the franchisor of Mrs. Fields and TCBY. The company serves millions of customers across North America, Australia, China, Morocco, Panama, Taiwan, Qatar, The Bahamas and other locations.