A Day in the Life of an Edible® Franchisee: Keith Cotton and Anita Bustos

Edible® is an innovative e-commerce hub uniquely supported by locally owned brick-and-mortar locations across the globe. But running an Edible franchise is not just about managing a business — it’s about creating lasting memories for customers, engaging with the community and leading a dedicated team. Let’s take a look at a day in the life of an Edible franchisee.

Keith Cotton, an Edible franchisee in Pennsylvania who has been with the brand for over 17 years, begins his day early, ensuring that everything is in place before the first order arrives.

“I am in and around the store every day. I really love the interfacing with customers the most,” he said. His presence is vital. Cotton is deeply involved in every aspect of the business, from payroll and procurement to marketing and customer service.

Cotton’s hands-on approach is essential in a business where attention to detail can make or break a customer’s experience. “I go out and do deliveries on my own because I learned very early on that with this business, if you stay in the back, you’ll never meet a customer. I learned early on that knocking on that door was the best way to see the customer’s face. I am a people person so that was very important to me to have that interaction.”

Community involvement

For Cotton, being present is not just about overseeing the daily operations — it’s about being part of the community he serves. "This is a business that requires community involvement,” he said. “It’s not a business where you can hire a manager and the business is going to come. You need to be there, interacting with customers and understanding their needs.”

One of the most fulfilling parts of being an Edible franchisee is the opportunity to connect with customers on a personal level. Cotton shares that the business has evolved significantly since he started, particularly in how they interact with customers. “We have very much embraced all the social media platforms, and are staying involved in the community, chamber of commerce, and local marketing,” he said. “These things make a big impact.”

For Cotton, being involved in local events and organizations is a way to stay connected with his customer base and build lasting relationships. “We’ve been more involved in community events, and it’s something that has really helped our business grow,” he said.

Customer connections

Creating meaningful interactions with customers is also central to the success of Anita Bustos, an Edible franchisee in Chicago. Bustos, who was recently named Edible’s Franchisee of the Year, has built her business on the foundation of going the extra mile for her customers. “I really love the brand so much,” she said. “We sell emotion, not just fruit.”

When it comes to a day in her life, Bustos recalls a recent interaction that exemplifies her approach to customer service. “Just today, I had an order from a mother in Florida whose twin daughters live here and are turning 40,” she said. “She’s so sad — it’s the first birthday she’s spending without them — so she asked me to make it extra special. I just love what we do. We are offering something much more personal than a gift.”

Bustos takes community engagement a step further with her “Team Promo,” a group that heads out into the city every week to distribute samples and special offers.

“We do whatever it takes to get it done,” Bustos said, highlighting the importance of maintaining a strong presence in the community. “We go the extra mile for everyone who walks through the door. We listen to the occasion. The client is always right, and we want to make it special.”

Overall, Bustos says her primary focus as a franchisee is on how she can continue to improve the customer experience.

“I wake up excited every morning to come to work, and that’s because it doesn’t feel like work,” Bustos said. “We had over 900 orders this past Valentine’s Day, and it didn’t feel like work at all. It was just nice to see the happy faces and feel like we made a real difference.”

As Edible continues to innovate and expand, franchisees like Cotton and Bustos will remain at the forefront, ensuring that the brand’s legacy of unique gifting experiences and celebrating special moments endures.

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.