Why Corporate Gifting Franchises Are Well-Positioned for 2024: A Look at Edible®

In the rapidly evolving world of franchising, corporate gifting has emerged as a robust and promising sector, with 2024 poised to be a banner year for brands that have strategically positioned themselves in this niche. Among the leaders in this space is Edible®, an innovative e-commerce hub uniquely supported by locally owned brick-and-mortar locations across the globe. With its diverse product offerings, strong leadership and a forward-thinking approach, Edible is well-positioned to capitalize on the growing corporate gifting trend.

Why the Gifting Industry?

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. 

In recent years, 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 2020 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 continued to rise, reaching $500 million. 

Multiple Revenue Streams

One of the most compelling reasons Edible is a standout in the booming corporate gifting space is its diversified revenue streams. While the brand initially gained fame for its signature fruit bouquets, it has since expanded into a wide array of products that cater to various occasions and preferences. From baked goods and flowers to dessert boards and non-alcoholic beverages, Edible’s product range is designed to appeal to both corporate clients and individual consumers alike.

“Our expansion into other items marks a strategic move to cater to evolving consumer preferences,” said Mark Mele, chief development officer at Edible. “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, milestones and everyday moments.” 

Similarly, Edible’s business model, which has been refined over 25 years, allows owners to tap into four unique avenues for bringing in revenue:

• Retail: Brick-and-mortar Edible locations provide the convenience of in-store pickup options for guests. Guests can pick up a variety of offerings, such as freshly prepared arrangements, platters, cheesecakes, cookies and boxed fruit to go. Other than the busy holiday season, each shop only requires five employees to operate. 
• e-Commerce: Edible.com allows guests to place their orders anytime and have them fulfilled by their nearest Edible shop, aiding in local store marketing for the franchisee.
• Delivery: Edible gifts can be ordered last-minute or in advance and delivered to most locations in the U.S. within an hour thanks to Edible’s impressive retail footprint and partnerships with third-party services such as DoorDash and Uber Eats. Edible is also uniquely positioned to offer next-day, same-day, and 1-hour delivery. 
• Catering: Whether it’s for family get-togethers, client meetings or large celebrations, Edible offers guests the ability to cater with platters, dessert boards, extra-large arrangements and more.

Innovation at the Core

Innovation is another critical factor that sets Edible apart from its competitors. The announcement of the NextGen store prototype is a prime example of how the brand is staying ahead of the curve. These stores are designed to offer a tech-forward, customer-centric experience that blends the best of e-commerce with traditional retail.

“A significant 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 integrating advanced technology with in-store interactions, Edible is not only improving the customer experience but also creating new opportunities for franchisees to thrive.

Leveraging a Strong Brand Name

By investing in Edible (which has been a leader in the gifting business since 1999), owners have peace of mind knowing that very few competitors have the same kind of household-name reputation in the category. Every aspect of the business — including technology, equipment, supplies, patents and trademarks — is proprietary and vigorously protected.

“Prospective franchisees can take advantage of the fact that we have been around for 25 years,” said Mele. “This established name, in combination with our constant innovation, creates an unparalleled opportunity to further enhance brand visibility in the marketplace.”

A Bright Future Ahead

The corporate gifting market shows no signs of slowing down, and Edible is well-prepared to capitalize on this momentum. With its diversified revenue streams, strong leadership and commitment to innovation, the brand is perfectly positioned to offer franchisees a lucrative and fulfilling business opportunity.

For those considering an investment in the corporate gifting space, Edible represents a unique opportunity to join a proven brand with a forward-looking vision. As the company continues to evolve and expand, franchisees can look forward to a bright future filled with growth and success.

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.