How Do Edible® Franchise Owners Grow Their Business?

In the competitive world of franchising, Edible®, the e-commerce hub uniquely supported by locally owned brick-and-mortar locations across the globe, stands out not only for its innovative products but also for the scalability of its business model. 

Keith Cotton, an Edible franchisee in Pennsylvania, is a prime example of how owners can grow their businesses by adapting to change, embracing new opportunities and staying committed to their communities.

“I started my professional career with IBM and spent over 20 years in the communication division,” said Cotton. “I originally came upon Edible as a customer. I happened to stumble upon the store that was next to a post office I was visiting. They had a sign up front that said 10% off a box of chocolate-covered apples. I thought it sounded good and I had a date that night, so it all worked out! To this day I love those chocolate-covered apples.”

That simple interaction sparked a deeper interest in the Edible brand. “I started doing some research and really enjoyed the concept,” Cotton said. “I thought it would be a better career path for me to go down. The business was new and fresh — it was already cutting-edge at that time. That really attracted me since I was in the high-tech world anyway. I decided it was a great next step.” 

Cotton officially opened his Edible franchise in 2006. He was one of the earliest adopters of the Edible franchise model in his area, becoming the third franchisee in the Philadelphia market. Today, there are hundreds of locations worldwide, a testament to the brand’s explosive growth and the success of its franchisees.

However, the path to growth hasn’t always been straightforward. Cotton notes that the business model has evolved significantly over the years. Adapting to these changes has been key to Cotton’s success. 

“We have very much embraced all the social media platforms where we didn’t before, so we have a big presence on LinkedIn, Facebook and Instagram — we are well-known throughout the system,” said Cotton. “These things make a big impact.”

Edible has also expanded far beyond its original fruit bouquets, offering a wide range of products that cater to various customer needs and occasions. This evolution has provided franchisees like Cotton with multiple avenues for growth. From baked goods and farm-fresh flowers to dessert boards and the brand’s iconic chocolate-dipped arrangements, Edible offers something for every celebratory occasion and any treat-yourself moment. This diversification not only helps attract a broader customer base but also allows franchisees to tap into new markets and revenue opportunities.

Additionally, Edible is in the process of introducing its 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.

Cotton has embraced these opportunities, integrating them into his business model and leveraging them to enhance his store’s offerings. By combining in-store and online sales with delivery and catering services, Cotton has created a robust business that can weather challenges and continue to grow.

But perhaps the biggest key to his success, Cotton says, is community involvement. “This is a business that requires attention to detail,” he said. “It’s not a business where you can hire a manager and the business is going to come on its own. I am in and around the store every day. I am meeting people and making myself known in the community.”

Cotton’s hands-on approach, combined with his strong support team, has clearly been a recipe for success — he was recently honored with the Community Ambassador Award and the Pineapple Star Award at this year’s annual Edible conference. 

The Community Ambassador Award is given to franchisees who demonstrate exceptional involvement in their local communities by participating in marketing activities and promoting the brand through various social avenues. The Pineapple Star Award is a significant achievement, awarded to franchisees who meet a rigorous set of criteria based on their Quality Assurance Review, in-store mix growth, WOW score and sales success. Recipients must also be active owners engaged in local marketing and B2B activities. 

As Edible continues to innovate and expand, franchisees like Cotton will undoubtedly remain at the forefront, driving the brand’s legacy of unique gifting experiences and celebrating special moments. Their stories serve as a powerful reminder of the opportunities available to those who choose to grow with Edible.

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.