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Edible plans exponential growth before the end of 2020

Edible plans exponential growth before the end of 2020

The international confectionery gift brand aims for further developments before the end of the year, coupled with a new store prototype and new ownership incentives.

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Edible, the franchisor of Edible Arrangements, has seen continued growth throughout the first half of 2020 with the signing of 37 new franchise agreements since January. With a larger franchise development team now in place, the international confectionery gift brand with more than 1,100 locations worldwide plans to increase its presence even further.

The aim is to sign 80 to 100 new franchise agreements in the U.S. before the end of the year, alongside finding new franchisees in five international markets. The international markets currently pinned for growth include Canada, China, parts of Europe, the Middle East, and Mexico.

Edible’s franchise team’s growth included the appointment of Patricia Perry to vice president of franchise development back in March 2019, having worked previously at large brands such as Krispy Kreme and Blink Fitness. Perry was soon joined by Alfred Naddaff, the brand’s director of franchise development, who comes from a background in growing brands like Dunkin’ and Einstein Bros. Bagels.

“Now is the perfect time to join Edible,” said Patricia Perry. “Our founder, Tariq Farid’s, innovative nature can be found in all aspects of the brand. We have an entrepreneurial and experienced management team in place and same-store sales have increased significantly year over year: 38 per cent in April, 45 per cent in May, and 55 per cent in June.

“My team is eager to bring in candidates who are extremely driven, heavily involved in their communities, passionate about providing exceptional customer experiences and eager to use a no-limits approach to driving sales in their stores.”
Edible recently unveiled a new store prototype to promote further growth among forward-thinking entrepreneurs, and the brand has introduced a ‘Manage-To-Own’ program which allows prospective franchisees the opportunity to make a reduced initial investment of $30,000 to participate in extensive training and, ultimately, be awarded with an Edible franchise.

Currently, the brand is interested in speaking with multi-unit operators with a proven track record of success within the franchise industry.

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