Much like the brand’s fruitful arrangements, Edible is building its fresh new store design.
The chain is debuting its freshly innovated prototype as new and existing franchisees continue to grow alongside the brand. The bright and contemporary model modernizes guests’ experiences and cultivates an atmosphere that brings the arrangement process to life.
Showcasing the future of Edible, the new store design has a strong focus on providing efficient service and convenient grab-and-go items both in-store and through delivery. Guests are able to get a taste of the various menu offerings that Edible has available, including its newest launch of cupcakes, which are a part of the Edible Bakeshop category. This category also offers mini cheesecakes, cookies, and brownies that can be customized within a variety of dessert platters and bundles. The Edible Bakeshop category has surpassed $55 million in sales, the company said.
The first new store that opened with the new prototype is located in Fullerton, California. An "abundance of locations," all in various phases of development, are opening in the coming months, Edible said. This new design places a high emphasis on transparency. The model now brings to life what used to be completed in the back of the house into a transformed display of product creation. Currently, 15 locations are in the process of new store development while a number of existing locations have plans to incorporate the fresh design elements, updating various parts of their current layouts to accommodate the revamp.
“At Edible, we always strive to create a memorable experience for our guests,” says Patricia Perry, vice president of franchise development. “Our new design helps accomplish just that by providing a visual understanding for how our products are created and just how much care is put into the production of each item. We could not have been more thrilled by the reaction from our franchisees with this new model. Their everlasting commitment to the brand’s innovation has helped implement this revolutionary new model and captivated new franchise candidates and guests in the process.”
Edible’s pipeline continues to grow in all areas of the business. This April, the brand welcomed a new store in Greenwood, Indiana, along with its second ghost Kitchen in San Jose, California. Product partnerships are on the horizon, too, as well as an updated franchise website.
The brand is set on expanding nationally and internationally. The current growth markets in the United States are Alabama, Alaska, Northern California, Colorado, Georgia, Hawaii, Illinois, Idaho, Kansas, Kentucky, Louisiana, Maine, Mississippi, Missouri, Nevada, New Hampshire, North Carolina, North Dakota, Oregon, Pennsylvania, South Carolina, South Dakota, Tennessee, Vermont, Virginia, Washington, and Wyoming. Internationally, the focus is on Canada, China, Europe, India, Mexico, the Middle East, and Pakistan.