Edible Franchisee of 18 Years Is Still Passionate About Bringing Joy to Her Community

Tiz Cannella first encountered Edible — the innovative e-commerce hub uniquely supported by locally owned brick-and-mortar locations across the globe — after the birth of her third child, when she received a fruit bouquet of strawberries and pineapples as a gift. 

“To this day, I still remember my middle daughter coming home from school and seeing it. She couldn't wait to get into it after dinner,” Cannella said. “We opened it up, and I still remember the joy on her face when eating that fruit.”

Cannella not only became a loyal fan of Edible, but quickly realized how much her loved ones enjoyed the arrangements and gifts she sent from the brand. Wishing there was a location closer to her home, she decided to transition from her career in bookkeeping to franchising with Edible and bring the indulgent treats to her own community in Vaughan, Ontario. Now, 18 years later, she is still convinced that this was absolutely the right move for her. She loves her job and loves being a source of joy and excitement for her community. 

1851 Franchise spoke with Cannella about her journey into franchising and her plans for the future.

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

Tiz Cannella: I worked for a company for about 10 years doing bookkeeping. Then, I had my third child and somebody sent me a gift from Edible. I thought, “What a great idea!” They sent me a baby arrangement that had all strawberries and pineapples. It was just fruit on a stick, but I still to this day remember the joy it brought our family. There was only one location in Toronto at the time, and I ordered from the brand several times, but I always wished there was one closer to me. 

After that, my mother-in-law had a 40th anniversary party and she didn't want any gifts. I got together with my brother-in-law and my sister-in-law, and I said we should buy her this fruit bouquet this week; she'll have the fruit for the party and we're getting something nice for her, like flowers. She was over the moon. She thought this was the best gift anyone could have ever given her.

Everybody I sent these to thought they were a great idea, and I just wished there was one closer, so I filled out the application just to see if it was possible. That was in about 2005, and I have had the business for about 18 years now. I ended up finding a great location in a major mall and it's done very well so far.

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Cannella: I like the comfort of knowing that no matter where I go, I get the same thing at every location. That doesn’t mean individual little shops don’t have their own appeal, but purchasing something from a franchise means that people will get the product they know they love regardless of where they are.  

1851: Why did you choose to become a franchisee with Edible?

Cannella: The franchise model does not require me to go into the store and work every day, but I truly enjoy it, so I do. I love being a staple in my community.

The brand has expanded into so many new, different areas and customers really like the additional items, the add-ons and the direction that they've gone into with the choices of what they can give as gifts, and it gives franchisees more opportunities to generate revenue.

On one occasion, I went to the bank and a girl at the bank saw that I was from Edible. She said to me, “I need to tell you something. My grandmother just passed away. We got a ton of Edible gifts from you guys. But when those Edible treats came to our door the entire family would be so excited for a few minutes and we couldn't wait to get into them.” 

I don't think I ever realized that when we were delivering something — especially to a family that's going through something so terrible — that we were bringing a moment of distraction and a moment of joy to them.

1851: What do you hope to achieve with your business? What are your plans for growth? 

Cannella: I've been at it for 18 years, and I have a really busy store. I work seven days a week at this location. I have staff that have been with me for more than 10 years. I enjoy going to work every day. I look forward to any of the new products and embrace the new challenges. I try to make the experience for our customers the best possible experience. I really enjoy interacting with my community through the business.

I'm sure that financially I could be more successful having two locations, but I really like focusing on my one location and bringing the best I can to that location. I have customers that have been dealing with me for years. They will pick up the phone and call me or any of my staff, and it's like we've been friends for years. 

1851: What advice do you have for other people thinking about becoming a franchise owner?

Cannella: Speak to other franchisees; they are important to talk to. They have first hand knowledge. Also, research your area. It is really important to know what type of customers are in your area. Not every business will be good for every area.

For more information on franchising with Edible®, visit https://franchise.edible.com. 

About Edible® 

Founded in 1999, Edible® has revolutionized the gifting industry, uniquely leveraging the synergistic power of an innovative e-commerce hub and locally owned brick-and-mortar locations across the globe. Edible's platform seamlessly blends the convenience of online shopping with a vast retail footprint that services over 80% of U.S. households within an hour. Expanding beyond its iconic fruit arrangements, Edible has a range of offerings, including delectable dessert boards, cookies, brownies, cakes, farm-fresh flowers and more – perfect for every celebratory occasion and any treat-yourself moment. For more information, visit edible.com.