Edible INFO
About Edible
Edible has carved a unique niche in the gifting and specialty food industry, primarily focusing on fresh fruit arrangements that often resemble bouquets of flowers. Established in 1999, the brand quickly garnered attention for its inventive concept, combining the appeal of fresh, healthy fruit with the aesthetic allure of traditional flower arrangements.
As a franchise opportunity, Edible presents a distinctive proposition. It appeals to entrepreneurs looking to invest in a well-established, globally recognized brand with a proven business model. Over the past decade, the brand has seen significant growth, bolstered by its adaptability, which includes incorporating various offerings like baked goods, flowers and dessert boards. This adaptability, combined with strong corporate support and an unparalleled online ordering system, makes it an attractive franchise for those seeking entry into a consumer-friendly business with a solid track record of success and innovation.
Why Edible / Why Now?
Becoming a franchisee with Edible in 2023 means entering a tech-forward, consumer-centric business model with a rich data-driven approach to marketing and sales. This, coupled with the brand's enduring relationship with customers through all of life's moments, presents a compelling proposition for individuals looking to invest in a franchise with a solid footing and a vision geared towards modern retailing and meaningful customer engagement.
For example, following the COVID-19 pandemic, Edible is venturing into an even more innovative realm with its "NextGen" store concept, designed to transcend the limitations of conventional physical retail stores. This cutting-edge model combines sophisticated data analytics with streamlined, advanced ordering systems within a modestly sized space. It offers franchisees the benefits of reduced overheads and efficient operations tailored to the nuances of digital retail.
With the rollout of the NextGen store format, Edible aims to sign 25 to 30 new units in the upcoming year, alongside the opening of 5 to 10 additional locations.
What Sets Edible Apart?
Edible stands out in the franchise landscape with a unique business model that leverages an ecommerce platform supported by brick-and-mortar locations, as well as an unparalleled market presence and comprehensive support for franchisees.
Unlike traditional food or retail franchises, Edible taps into the niche market of health-conscious, aesthetically pleasing fruit arrangements, catering to the increasing demand for thoughtful, healthier gifting options. Edible boasts a unique lifetime relationship with its customers as a part of key moments from births to holidays to commemorations of life. The brand's strong market presence, bolstered by global recognition and a loyal customer base, provides franchisees with an established platform to build upon.
Moreover, Edible is renowned for its extensive franchisee support system, offering robust training, local and national marketing assistance and ongoing operational guidance. Every aspect of the business, including technology, equipment, supplies, patents and trademarks are proprietary and vigorously protected.
The introduction of the NextGen store model demonstrates the brand's commitment to innovation, embracing digital trends, a goldmine of data and streamlined operations to stay ahead in a rapidly evolving retail landscape. For example, 80% of Edible’s orders come through online ordering. The brand’s robust delivery network (including a recent partnership with DoorDash, UberEats and Uber Direct) has the ability to reach 80% of households in the U.S. within an hour.
Now, Edible's NextGen store aims to combine the best of both worlds: A tech-forward approach but in a physical retail space — it's a futuristic haven for gifting, hosting/entertaining and treating yourself. Customers can savor a coffee, grab a smoothie or choose from an array of treats and gifts, all under one roof. The compact, tech-savvy stores promise a unique and personalized shopping experience, turning ordinary days into celebratory events, driving up more frequent visits and disrupting the traditional gifting retail segment.
Why Gifting?
Joining the gifting and specialty food industry as a franchisee presents a compelling opportunity, especially in the context of evolving consumer behaviors and market dynamics. This industry uniquely blends the stability of a necessity-based market with the creativity and emotional engagement of the gifting sector.
Post-pandemic, there's been a noticeable surge in consumer spending on thoughtful, personalized gifts and specialty foods, reflecting a broader trend towards meaningful, experiential purchases. The global corporate gifting market has grown exponentially since the start of the pandemic and is currently expected to swell above $300 billion within the next two years. The industry is also benefiting from increased demand for premium, health-conscious food options, aligning with a growing public interest in wellness and quality.
Edible enjoyed a 45% increase in sales in 2020 and also set a record for the number of stores hitting $1 million in sales that same year — more than 40 reached the mark. In 2023, sales at Edible continue to rise, reaching $500 million.
Why You?
By joining Edible in 2023, franchisees are not just signing on for financial returns — they are embarking on a journey to create success and be part of a brand that values the essence of human interactions, even in a digital-dominated marketplace.
The ideal Edible franchise owner embodies a unique blend of qualities and experiences, tailored to the brand's innovative and community-focused ethos. Primarily, they are seasoned small-business owners or owner-operators who bring a hands-on approach to their enterprise. Their background often includes substantial B2B experience, equipping them with the skills to effectively manage business-to-business relationships and understand the nuances of corporate orders and partnerships. A community-driven mindset is paramount, reflecting Edible’s commitment to local engagement and involvement. These individuals are not just business-minded — they possess a genuine love for celebrations, aligning perfectly with Edible’s core mission of celebrating the moments that matter. They excel in customer interaction and team leadership, fostering a welcoming and positive store atmosphere. Furthermore, strong business acumen is a must, ensuring they can navigate the challenges of running a successful franchise. Lastly, marketing expertise is crucial, allowing them to effectively promote their store and engage with the local community, driving both sales and customer loyalty.
Edible’s vision as it heads into the future is about evolving with intention, embracing innovation and nurturing a community of franchisees ready to thrive in the modern retail landscape. Overall, the ideal character trait of an Edible franchisee is simple and timeless: They love human connection and celebrations.
What Is the Investment & How Much Can I Make?
The total investment necessary to begin operation of an Edible Franchise ranges from $240,000 to $531,000. This includes between $53,400 and $98,800 that must be paid to the franchisor or affiliate.
According to the brand’s 2023 FDD, average gross sales for the Edible businesses open for more than three years came in at $596,020, with average gross sales for the seven open for at least two years at $560,170 and the average gross sales for the five open for at least one year at $516,862.