Why This Franchisee Chose to Invest in an Edible Franchise

When Dawn Moore — the new Edible® franchise owner based in Monroe, North Carolina — first stepped into the world of franchising, her path seemed clear: she started as a manager at Chick-fil-A in Raleigh with aspirations of owning a franchise. However, life had other plans. 

“Originally back in high school and college I was a manager at Chick-fil-A,” Moore said. “I wanted to own a franchise there, but I became pregnant with my first son and decided to stay at home with him instead.”

Moore’s career took a different direction after she and her husband, Andrew, moved to Charlotte in 2015. For years, Moore balanced raising their three children, working part-time as a senior research analyst and taking on seasonal employment at the local Edible store, where she worked as the holiday customer service manager. This experience, though seasonal, left a lasting impact on her.

“I found a holiday job here at Edible, working Valentine's Day and Mother's Day,” Moore said. “I loved the idea of Edible and the fact that you can go online, come into the store and have it delivered locally or almost anywhere in the world.”

Despite her growing affinity for Edible, family responsibilities kept her from pursuing business ownership right away. “At the same time, my mom ended up being diagnosed with Alzheimer's, and I took care of her for the last eight years. I didn’t have time to start a business then,” Moore said. “She passed away last April, my kids were all grown and I started thinking about what the next chapter would be.”

As she pondered her choices, Moore began to revisit her dream of franchise ownership. Edible is a unique and innovative franchise that specializes in a range of offerings, including its iconic fruit arrangements, as well as dessert boards, cookies, cakes and farm-fresh flowers that are perfect for every celebratory occasion and any treat-yourself moment.

Founded in 1999, the brand has revolutionized the gifting industry by combining the convenience of e-commerce with the personal touch of locally owned brick-and-mortar stores. 

“I really liked Edible — I liked that you could celebrate people’s successes and mourn their losses,” Moore said. “It really fit with who I was as a person.”

Moore’s exploration led her to reach out to the owner of the Edible store in Monroe, North Carolina. “I asked if they’d be interested in selling, and he was receptive to it,” Moore said. “It really goes to show it never hurts to ask!”

With the store being a well-established part of the community, Moore feels optimistic about the future. “The store has been here for 12 years, so the community knows the Edible brand already,” she said. “We have people who are repeat customers. I don’t have to go out and promote something brand new. They know what Edible is and what it stands for.”

For Moore, the excitement lies in becoming more involved with their local community. “The previous owners were not local owners, so having people realize that we are part of the community will be great,” she said. “We are excited to work alongside teachers, firefighters and anybody we can help. The hardest part is going to be trying not to give away all of our products as gifts!”

With a strong brand presence and a proven business model, Edible has become a leader in the modern gifting industry, providing franchisees like Moore with the tools, support and brand recognition needed to succeed in the competitive marketplace.

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.