Edible: Diverse Menu Drives Franchisee Success in Gift and Dessert Category

In the rapidly evolving gift and dessert industry, Edible® has consistently set itself apart by offering a diverse menu that goes far beyond its iconic fruit arrangements. As the brand celebrates its 25th anniversary, it continues to innovate and expand its offerings, positioning franchisees for success with a wide array of products that cater to a broad range of consumer needs.

Edible first made a name for itself with its vibrant fruit bouquets — artful combinations of fresh, daisy-shaped pineapple, melon wedges and chocolate-covered strawberries. These delightful creations quickly became a go-to gift for celebrations, forever changing the landscape of the gifting industry. However, Edible has since expanded its offerings to include much more than fruit.

“Edible is about more than just fruit arrangements,” said Founder, Tariq Farid. “We’ve evolved to meet the needs of our customers by offering a wide range of products. Customers can enjoy baked goods, grab a smoothie or choose from an array of treats and gifts, all under one roof. We want Edible to be a destination for all of life’s moments, big and small.”

Menu expansion plans

A recent addition to Edible’s diverse menu is the new cookie program, which launched across U.S. stores and has quickly become a hit among customers. The cookie line includes a variety of evergreen flavors such as Chocolate Chip, Celebration, and Signature Strawberry Cheesecake, as well as seasonal flavors that rotate throughout the year.

“We recognized the growing demand for both classic and innovative cookie flavors, and we wanted to offer our customers something special,” said Chief Innovation Officer, Angela Johnson. “Our new premium cookie program includes indulgent flavors like Cinnamon Roll, Apple Pie and Chocolate Peppermint.”

Baked goods, non-alcoholic beverages and flowers are other key areas that Edible plans to expand upon this year, Johnson says. Beyond specific products, customization is another big initiative for Johnson. Edible plans to tap into a growing demand for personalization by allowing customers to tailor their orders to their preferences, from selecting dip flavors to adding specific messages to gifts.

“At the end of the day, as a gifting company, we are incredibly focused on the customer experience,” said Johnson. “For franchisees, it’s important to bring new offerings because that means new visits. I am not doing my job if we are not offering new products that will be revenue drivers at the unit level. We can’t be successful unless franchisees are successful.”

Fast delivery service

One of the key factors that set Edible apart from its competitors is its fast delivery service. With the ability to complete deliveries within an hour to the vast majority of U.S. households, Edible ensures that customers can enjoy their gifts and desserts at the peak of freshness. This fast delivery capability is a significant advantage for franchisees, allowing them to meet the demands of last-minute gift-givers and create memorable experiences for their customers.

“Our fast delivery service is a game-changer for both our customers and franchisees,” said Johnson. “It allows us to cater to the growing trend of on-demand gifting while maintaining the high quality and freshness that Edible is known for. This not only enhances the customer experience but also drives repeat business and increases revenue for our franchisees.”

This evolution is evident in the brand’s modern locations, which are designed to cater to everyday occasions, not just special events. The NextGen store prototype, in particular, combines advanced online ordering systems with a sleek in-store experience, encouraging customers to visit more frequently for a variety of treats and gifts.

Franchisee success

Edible’s commitment to innovation and menu diversity has created a winning formula for franchisees. By offering a wide range of products, including the new cookie program, Edible ensures that there is something for everyone, whether they are celebrating a special occasion or simply indulging in a sweet treat. This variety not only attracts a diverse customer base but also encourages repeat visits, which are crucial for franchise success.

“The brands that are going to win in the future are the ones creating an emotional tie, especially with the way the economy is today,” Johnson said. “When you walk into an Edible shop, you smell the chocolate right away, you see the team members creating dessert boards in front of you — it is truly a curated experience. There is a lot of thought and care that goes into these gifts and our customers can feel that.”

As Edible looks to the future, its diverse menu and fast delivery service position the brand as a leader in the gift and dessert category. For franchisees, this means a robust business model that offers multiple revenue streams and the opportunity to be part of a brand that is constantly innovating and evolving to meet the needs of its customers.

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.