Franchisor Stories
SPONSORED
Edible meets the needs of today’s consumer with an advanced online ordering system and a wide array of in-store offerings.
As renowned gifting franchise Edible celebrates its 25th anniversary, the brand continues to pioneer the future of retail and gifting. Best known for its innovative approach as a leader in the modern gifting sector, Edible has made significant strides in using technology to enhance the customer experience and, by extension, franchisee success.
"Edible has always been at the forefront of the gifting business,” said Chief Development Officer, Mark Mele. “Collecting data, watching trends and staying on top of what the consumer wants has always driven our business. Now, we are leveraging technology in a way that combines our comprehensive e-commerce strategy with the type of brick-and-mortar experience customers of today are looking for, offering franchisees multiple revenue streams to tap into.”
Armed with a proprietary tech stack, Edible franchise owners benefit from four revenue streams:
Edible’s decision to focus on this tech-forward approach can be traced back to the onset of the COVID-19 pandemic, when franchise owners were forced to prioritize off-premises sales. This transition was not just about survival, but about seizing the opportunity to expand the brand’s reach and efficiency through a digital-first approach.
“We went from being a franchise company to an e-commerce company in the span of a few months as we adapted to the COVID-19 pandemic in 2020,” said Edible Founder and CEO, Tariq Farid. “We're a totally different brand in mindset and operation now. It just goes to show that the downturns will make you better. They will make you stronger.”
Today, Edible’s robust delivery network (including recent partnerships with DoorDash, Uber Direct and Uber Eats) has the ability to reach 80% of U.S. households within an hour.
This digital transformation has not only fueled sales growth, but has also positioned Edible as a leader in the gifting industry, capable of meeting and exceeding the demands of the modern consumer.
Edible has also continued to prioritize its status as an “experiences company” by expanding its offerings to include items such as dessert boards, baked goods, fresh flowers and more.
"Our expansion into other items marks a strategic move to cater to evolving consumer preferences," said Mele. “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 and milestones and everyday moments. Who says ordinary days can’t be celebratory events?”
The resulting combination is a developing concept that Edible has named its "NextGen" store — blending the convenience and reach of e-commerce 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."
Underlining Edible's success is a deep commitment to using data and technology, not just for operational efficiency but also for creating personalized customer experiences. The NextGen stores, when officially rolled out later this year, will act as hubs for community gathering, offering a range of products and services that cater to the diverse needs of customers, from gifting to self-indulgence.
For franchisees, this means access to a wealth of data that can inform marketing strategies, product offerings and customer engagement tactics, enabling them to build strong, lasting relationships with their local communities. The streamlined operations and reduced overhead costs associated with the NextGen model further enhance the appeal of joining the Edible franchise network.
As Edible continues to innovate and expand, the brand's vision for the future is clear: to remain at the forefront of the gifting and retail industry by embracing technology, enhancing customer experiences and offering franchisees a dynamic, diversified business model.
With plans to expand in the next year, Edible is poised for continued growth and success.
For more information, visit: https://franchise.edible.com/
Sign up for the 1851 Franchise newsletter to get our biggest stories before everyone else
By signing up, you agree to our user agreement (including class action waiver and arbitration provisions), and acknowledge our privacy policy.
