“We want everybody engaged on what the marching orders are moving forward,” he says. “How do we all get rowing the boat in the same direction?”
“In a franchise organization, in my mind, if you want to be successful it all starts with the franchisees,” Rotondo adds. “Because you can have all kinds of great ideas and great programs, and great products, but if you can’t lead the franchisees and show the franchisees how we’re going to do this and why we’re going to do this, you’re never going to get the traction that you need.”
Edible wants customers to think of the brand as a day-to-day treat option. Not just when they want a special-occasion item on a special day, like a cake, but when they want something fresh, too. On its Edible Treats menu are products like Fresh Fruit Salad; Pineapple & Mango Froyo Fruit Parfait; a Chocolate Dipped Strawberries Cone; Strawberry, Apple & Banana Treat Box; Mango, Pineapple, Banana Smoothie; doughnuts; and more.
Edible is working on a new prototype, Rotondo says, designed to court more in-store traffic. The design is expected to launch before the end of the year. Edible is also working with data-analytics platform Buxton to understand the “roadmap and what this future footprint of Edible looks like.” The brand will need to target new real estate to make this model work.
“In the past, an Edible model, where it was mostly delivery and mostly arrangements, the location was important, but you needed to be in a good, densely populated area,” Rotondo says. “You needed to be in good zip codes in terms of all of the business you could potentially get. Doesn’t necessarily mean it had to be a great retail location. Whereas now, how we’re moving forward, we’re looking for those retail locations in the strip centers, good visibility. Main and Main, that type of stuff. That’s going to be difficult because we’re going to be battling with a lot of other concepts for those locations.”