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Meet the Edible® Leadership Team: Brian Deering, VP of Franchise Operations

As VP of Franchise Operations, Deering not only supports the existing franchise network but also lays a strong foundation for future growth, making Edible a formidable name in the modern gifting and retail space.

By Luca Piacentini1851 Franchise Managing Editor
SPONSOREDUpdated 3:15PM 04/15/24

Edible®an innovative e-commerce hub uniquely supported by locally owned brick-and-mortar locations across the globe, is all about making sure leadership has the expertise to enhance franchise support by fostering growth and seamless operations within the Edible network. 

Just take Brian Deering, vice president of franchise operations for Edible, who brings extensive background supporting business owners across various sectors. 

A Foundation in Retail and Disaster Recovery

Before joining Edible, Deering honed his skills in the specialty retail sector, spending over seven years as a regional manager with The Tile Shop. 

"I joined that company right out of college,” said Deering. “I worked in sales and store management for a couple of years and eventually took on regional management responsibilities. It was there that I truly learned about the ins and outs of the retail business and cut my teeth in the industry. Our approach to store management was a very high-touch model.”

Following this, Deering pivoted, entering a whole new world: disaster recovery. He served as a general manager with BMS CAT, a nationwide restoration company. 

“I was a problem solver for a wide range of crises, including fires, floods, hurricanes and tornadoes,” Deering said. “I managed a regional office in this field, which I helped grow. This diverse experience thoroughly prepared me for my role at Edible."

Orchestrating Operational Success

Deering officially joined Edible in August 2023. Today, his role is comprehensive, overseeing store operations in North America as well as the field team, training department, and customer and franchisee support centers. 

“I oversee our operations services team, which also supports every department — they are the glue that keeps everything together,” said Deering.

But Deering's approach goes beyond operational logistics, he says. It's about empowering Edible franchisees with the resources and support they need to excel. By actively participating in the development process, from interviewing new franchise owners to assisting with construction and real estate, Deering is deeply involved in fostering the growth of Edible's franchise network. 

One of Deering's standout contributions to Edible is refining the operational blueprint that enables the brand's remarkable same-day, hour-or-less delivery service, for example.

"We equip our franchisees with the necessary tools for one-hour delivery, employing strategies that vary from using their own delivery personnel to partnering with third-party services,” said Deering. “Our array of tools and internal platforms are designed specifically to facilitate this quick delivery, ensuring that if one option is unavailable, another can take its place. This redundancy guarantees that we meet consumer expectations without fail.”

Joining the Edible® Team

Overall, as a member of the Edible family, Deering says his core philosophy is a belief in the power of teamwork and innovation. "We have really set ourselves apart in the gifting sector and we’ve created a business model that can excel in any market,” he said. “Our success is a huge testament to our team." 

As Edible continues to pioneer the future of retail and gifting, it remains steadfast in its mission to exceed customer expectations through technological innovation, operational efficiency and unwavering support for its franchisees. The brand has announced its "NextGen" store, which blends the convenience and reach of this same-day delivery platform with the tangible, personal touch of in-store experiences.

"We are thrilled to have Brian as part of the Edible family," said Somia Farid Silber, president of Edible. "He brings a wealth of experience and insight to our operations, significantly impacting our ability to support our franchisees and maintain our competitive edge in the fast-paced retail and gifting market. His dedication to operational excellence and franchisee success is invaluable as we continue to innovate and grow.”

With leaders like Deering deeply invested in the success of each franchise, Edible presents a compelling opportunity for entrepreneurs looking to make their mark in the retail industry.

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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