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Edible® Diversifies Revenue Streams for Franchise Owners: More Than Just Fruit Bouquets

From baked goods and flowers to dessert boards and the brand’s iconic chocolate-dipped arrangements, Edible® offers something for all of life's celebrations and moments, big and small.

For many, Edible®, the innovative e-commerce hub uniquely supported by locally owned brick-and-mortar locations across the globe, is synonymous with vibrant fruit bouquets, an ideal gift for any celebration. However, as the brand celebrates its 25th anniversary, it's clear that Edible has grown far beyond its fruity roots, offering a diverse array of products and revenue streams that provide franchise owners with numerous opportunities for success.

The Edible Evolution

From the early days of adding personal touches to flower arrangements, Edible has always prioritized making customers feel special. But since 1999, the brand has evolved into a multifaceted enterprise offering much more than just fruit arrangements. This dedication to the customer experience has driven the brand's innovations and expansions. The COVID-19 pandemic, for example, posed significant challenges for many businesses, but Edible used it as an opportunity to innovate and expand.

“We went from being a franchise company to an e-commerce company in the span of a few months as we adapted to the COVID-19 pandemic in 2020,” said Edible Founder and CEO, Tariq Farid. “We're a totally different brand in mindset and operation now. It just goes to show that the downturns will make you better. They will make you stronger.”

To adapt, Edible expanded its product offerings to include boxes of whole fruits and vegetables, allowing stores to remain open as essential businesses. 

More recently, the brand has continued to evolve by strengthening its online ordering platform and delivery network, enabling the majority of U.S. households to receive deliveries within an hour. 

Introducing the NextGen Store Prototype

One of Edible's most significant innovations is the introduction of the NextGen store prototype. The new 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.

"A large portion of our business is driven by e-commerce, complemented by our local brick-and-mortar stores,” said Chief Development Officer, Mark 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.”

The NextGen store will offer franchisees a business model that leverages the steady stream of online sales with an enhanced in-store experience, including: 

  • Retail operations offer in-store pickup options for a range of fresh products, operating efficiently with just five employees outside the holiday season.
  • The brand's online e-commerce hub uniquely supports hundreds of locally owned brick-and-mortar locations globally.
  • Delivery services allow for nationwide last-minute or planned gift deliveries.
  • Catering services provide events with a selection of platters and arrangements.

Diversifying Revenue Streams for Franchise Owners

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. Other offerings include non-alcoholic beverages, cookies, balloons, dessert boards and much more. 

"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?”

All in all, Edible stores are designed to be community hubs, Mele says, offering a unique and personalized shopping experience where customers can select from a variety of treats and gifts, all in one place. 

A Bright Future Ahead

As Edible looks to the future, the brand continues to innovate and adapt to changing consumer preferences. The combination of advanced technology, a diverse product range and a customer-centric approach positions Edible as a leader in the modern gifting industry.

"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,” said 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.”

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