Faster than Amazon: How Edible® Pulls Off Same Day, Hour-or-Less Delivery

In an era where instant gratification is not just desired but expected, Edible, the renowned gifting franchise, has risen to the challenge, setting a new standard in the gifting industry with its remarkable same-day, hour-or-less delivery service. The brand’s robust delivery network (including recent partnerships with DoorDash, Uber Direct and Uber Eats) has the ability to reach the vast majority of U.S. households within an hour. This, in turn, provides Edible franchise owners with an essential revenue stream in today’s modern retail market.

"Last-minute shopping happens to everybody. People want to get things quick and fast — they expect it," said Brian Deering, Edible’s vice president of franchise operations. “This is because of the convenience offered by platforms like Amazon, where items are delivered in less than 24 hours. This expectation extends to the gifting industry as well."

The Secret Sauce to Lightning-Fast Deliveries

So, how do they pull it off? Edible's approach to same-day deliveries involves a multifaceted strategy, Deering says, that begins with an innovative menu capable of being prepared and delivered swiftly.

“Upon receiving an order, a precise process is immediately initiated to guarantee delivery within an hour, often even sooner,” said Deering. “From there, it's all about the systems provided to our store teams, who have everything they need to excel at this daily.”

The technological backbone of Edible's delivery prowess is its centralized online ordering and e-commerce system, for example, which alerts stores immediately upon receiving an order, thereby kickstarting the preparation and delivery process. This system, supporting all Edible stores, ensures a consistent and efficient customer experience nationwide.

"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.”

Competitive Advantage and Franchisee Support 

The original catalyst for Edible's enhanced delivery services was the emergence of the COVID-19 pandemic, which necessitated a shift towards off-premises sales among franchisees. This shift was not merely a matter of survival — it represented a strategic move to broaden the brand's influence and operational efficiency with a focus on digital solutions.

Following this shift, Edible's digital evolution has not only spurred significant growth in sales but has also established the company as a frontrunner in the gifting sector, adept at fulfilling and surpassing the expectations of today's consumers.

“Ultimately, our delivery platform provides a significant competitive edge in nearly all markets we serve,” said Deering. “It grants franchisees an immediate advantage over competitors, positioning us as leaders in offering unique and special gifts. This advantage allows every franchise owner the opportunity to thrive in their market. While many claim to offer similar services, our strategic approach and consistent delivery afford our franchisees a distinct advantage as they join and expand their local business with our brand.”

The Future of Delivery and Gifting

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. In doing so, Edible not only challenges the status quo but also redefines what it means to be a leader in the modern gifting sector.

The brand has announced its "NextGen" store, for example, which blends the convenience and reach of this same-day delivery platform with the tangible, personal touch of in-store experiences. The prototype, designed for efficiency and powered by data analytics and advanced ordering systems, offers a streamlined approach to digital retail, reflecting Edible's ambition to become "the Domino’s of gifting."

“Consumer behavior constantly evolves, even more so in the previous few years, so embracing change is essential for staying ahead of the curve in today’s fast-paced market,” said Somia Farid Silber, president of Edible Brands. “We are continually reimagining our business model to keep up with evolving consumer behavior, putting the consumer — what they want and what they need — at the center of our decisions.”

With plans to expand in the next year, Edible is poised for continued growth and success.

For more information, visit: https://franchise.edible.com/