Edible® Introduces the Next Generation of Celebration & Gifting

Edible®, an innovative e-commerce hub uniquely supported by locally owned brick-and-mortar locations across the globe, is celebrating its 25th year — and embracing a bold step into the future with the announcement of its innovative NextGen store concept. This evolution marks a significant milestone in the company's journey from a pioneer in fruit bouquets to a modern-day icon in the gifting industry with hundreds of stores worldwide.

“Our brand has weathered various storms over the past 25 years,” said Edible® Founder and CEO Tariq Farid. “Our sales always remain steady because celebrations will always continue. We're now pivoting our brand cautiously and methodically, ensuring we maintain the essence that has made us successful so far. With our NextGen store, the aim is to revamp our model and embrace the exciting journey that lies ahead.”

The Combination of Brick-and-Mortar and Off-Premise Channels

So, what will this NextGen store look like?

Edible® Chief Development Officer, Mark Mele, says the concept originally emerged from the challenges and lessons of the COVID-19 pandemic — a time when Edible®, like all businesses, had to pivot and adapt. The prototype was built to combine a digital-focused approach with a modern retail space that encourages human interaction: a futuristic haven for gifting, catering and even treating yourself.

"Edible® has always been at the forefront of the gifting business,” said Mele. “We’ve followed trends and watched technology drive consumers and the way they want to interact with brands. That experience has allowed us to design this new prototype in a way that combines our comprehensive e-commerce strategy with the type of brick-and-mortar experience customers of today are looking for.”

Edible® has mastered the integration of online and offline channels. Its delivery network, for example, can service 80% of U.S. households within an hour, opening up significant market opportunities for franchisees.

"A large portion of our business is driven by e-commerce, complemented by our local brick-and-mortar stores,” said Mele. “With the NextGen store, we are further enhancing these physical locations to offer customers a premium retail experience. By skillfully integrating our online presence with our in-store component, our franchises can leverage the unique benefits and opportunities of both these channels. This dual-channel approach is crucial in today's retail landscape.”

New Offerings and Multiple Revenue Streams

From its inception, Edible® has been more than just a retailer — it's been a part of life's celebrations and moments, big and small. In conjunction with the NextGen store, Edible® has also significantly expanded its product offerings in recent years, moving beyond its traditional fruit bouquets to include a variety of indulgent treats and gifts. Modern Edible® locations offer everything from baked goods and flowers to dessert boards and the brand’s iconic chocolate-dipped arrangements.

"Our expansion into other items marks a strategic move to cater to evolving consumer preferences," said Mele. “This expansion not only diversifies the customer base but also opens up new revenue streams for franchisees. Our goal is to position the brand as a go-to choice for celebrating big holidays and milestones and everyday moments. Who says ordinary days can’t be celebratory events?”

These stores are designed to be community hubs, Mele says, offering a unique and personalized shopping experience where customers can enjoy a coffee, grab a smoothie or select from a variety of treats and gifts, all in one place.

Enjoying the Fruits of Their Labor

In 2024, Edible® plans to sell 25 new franchise agreements, execute 20 real estate leases and open 10 new stores. This ambitious expansion will focus on key states like California, Florida, Washington, Texas, Michigan, Colorado and Illinois — regions identified as ripe for growth. Currently, the team has identified about 350 new opportunities in various trade areas throughout the U.S., and any new franchises sold will automatically feature the NextGen prototype.

“As I look ahead to the immediate future, I also look forward to refreshing our customer experience in person and on digital channels,” said Edible’s President, Somia Farid Silber. “I want to enhance the experience so that people are eager to come back time and time again.”

"In an era where the blending of technology and personalized customer experience is paramount, Edible's NextGen stores represent the future of retail and gifting,” added Mele. “Our mission has always been to innovate and adapt to the changing needs of our customers and franchisees alike. These stores are designed to maximize efficiency, enhance customer engagement and open new revenue streams, ensuring our franchisees are well-positioned for success in today's competitive market.”

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