Edible Expanding Into New California Territory

    Industry News | March 18, 2021

    Eddie and Esther Melgar have signed an agreement with Edible to open a store in Vallejo. After their recent Vacaville store acquisition in December, the Melgar’s are eager be a part of Edible’s continued growth and increase the brand’s 90-plus store count in California.

    With 1,000-plus locations domestically and internationally, the Melgar’s upcoming Edible store will help the brand serve communities in the suburbs of San Francisco. The new location greatly contributes to the brand’s strategic growth and development across the West Coast. The Melgar’s bring years of franchisee experience to their partnership with Edible, having owned and operated more than 30+ Sprint wireless stores previously.

    “After leaving a career in the wireless industry and having experience in retail sales, we felt it was time for a new opportunity that allowed us to use our business skills differently. Edible’s® strong business model and brand emphasis on community came onto our radar and since signing, we have not looked back,” says Eddie, a former Sprint Authorized Retailer. “My wife and I believe so strongly in the Edible brand due to its commitment to constant innovation and we love how the products make guests feel. We are grateful for the corporate team’s support and are excited to serve the community of Vallejo in a whole new way.”

    After 20-plus years in business, Edible continues to offer a variety of unique and inventive assortments of freshly made gifts with real fruit and gourmet chocolate. From arrangements to individual grab-and-go treats to bakery items, each product is made fresh and can be picked up in-store or delivered by Edible’s delivery vans with contact-less delivery through its seamless e-commerce system. Edible’s ongoing commitment to innovation is the driving force in delivering a memorable, celebratory experience for guests. In fact, the brand’s new building prototype brings the back of the house into the customer’s view, creating an authentic and transparent theatre-like experience for everyone in the store.

    “We are excited when franchisees sign on with Edible that have years of previous ownership experience. It gives us confidence that their leadership skills and understanding of customer service is strong, helping the new location thrive,” says Patricia Perry, Vice President of Franchise Development. “Once the location is up and running, the community in Vallejo will be well served by the Melgar’s as they provide new jobs and create delicious Edible gifts and treats. I am confident the Melgar family will represent Edible® well in California.”

    Edible’s franchise concept, backed by a robust leadership team and resilient franchisees, is designed to attract entrepreneurs with a proven track record in business, a strong connection to their community and an interest in multi-unit ownership.

    Outside of California, the brand is targeting towns throughout Alaska, Florida, North and South Carolina, North and South Dakota, Oregon, Texas, Virginia, Washington and Wyoming.

    News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.