FranchiseWorks.com | Edible Arrangements Launches New Multi-Unit Franchise Development Strategy. New “Core and Station” Strategy Fuels Launch of Frutation; Fast Fruit Concept Offering Fresh Fruit Smoothies, Juices and Snacks for Customers on the Go.
WALLINGFORD, CT – August 31, 2009 – Edible Arrangements®, the pioneer and leader in hand-sculpted, fresh-fruit arrangements, announced today the launch of its new “core and station” store enterprise development program and the company’s evolution into multi-unit franchising. A central component of the new strategy is Frutation by Edible Arrangements®, a grab-and-go concept offering customers fresh-fruit smoothies and juices, fruit and green salads, dipped fruit and a variety of other fresh-fruit products.
Frutation®, which had previously been in a pilot stage, will launch nationally and open in new markets this year helping the company reach its goal of 1,000 stores by 2010.
This new multi-unit strategy features a “core” Edible Arrangements store serving as the main location within a defined area with several smaller “station” locations surrounding the core store in high-traffic areas. The core store is a full service Edible Arrangements that offers the complete line of products, and may include Frutation menu items, whereas the station stores focus will be on Frutation while also selling some of the Edible Arrangements product line.
“Over the last 10 years, we’ve worked to refine our system to enable enterprise multi-unit owners to succeed and our core-station model will allow franchisees the ability to cover a broader area and introduce more consumers to the Edible Arrangements brand through Frutation,” said Tariq Farid, Founder and CEO, Edible Arrangements, Inc. “Our customers already know our beautiful arrangements and delicious dipped fruit, and we look forward to introducing them to our ‘Fast Fruit’ concept that encompasses our Frutation product line.”
This new strategy has recently fueled the signing of the first multi-unit development agreements in the company’s 10-year-history, with two existing franchisees for a total of 10 new locations. Currently there are 20 Frutation by Edible Arrangements locations throughout the country and these recent agreements will bring six additional locations to Massachusetts and three to Virginia.
Benefits of owning a core and station enterprise include utilizing a smaller footprint, while sharing delivery, operations and marketing resources, as well as access to an enterprise version of Edible Arrangements’ proprietary technology.
This technology platform and point-of-sale system is the backbone of each Edible Arrangements and Frutation store, where franchisees have 24/7 access to its industry leading on-line support system. Technology also assists in the development of the tools used to design arrangements, which enhances the product’s look and increases profit margins, for both single and multi-unit operators.
To support the national launch of Frutation, Edible Arrangements hired Chef Russ Camolli, a graduate of the Culinary Institute of America and experienced chef and restaurateur, to create new products, new production procedures and new recipes. The new menu items include FruZeesTM (iced fruit beverages), FruJuicesTM (fruit juices), FruSaladsTM (green salads with various fruit, cheeses and nuts), FruSalsas TM (organic pita chips with fresh fruit dipping sauces), and more, all made with no preservatives, no additives and no artificial sweeteners. Available in various flavors and sizes, items can be customized to meet the customers taste. In addition, Frutation will be supported by comprehensive marketing materials under the “Real Fruit. No Kidding.™” tag line.
“As the industry leader in fresh fruit arrangements, it was a natural transition for Edible Arrangements to enhance their menu options to offer great tasting, healthy food and drinks for customers and busy people on the go,” said Diana Brandt, Frutation Brand Manager, Edible Arrangements, Inc. “By leveraging Edible Arrangements current reputation, we hope to expand Frutation by Edible Arrangements presence in markets across the country and service consumers in every market.”
Currently, Edible Arrangements has 913 operating and opening soon locations with the goal to reach 1,000 units by 2010. The company is in the midst of an aggressive growth strategy that includes expanding in existing markets and countries while continuing Edible Arrangements domestic growth in California, Texas, Arizona, Florida, Salt Lake City, Pittsburgh, Seattle, Philadelphia and New York.
Individuals seeking to own and operate an individual Edible Arrangements’ franchise should posses a minimum liquidity of $50,000 and the ability to invest approximately $154,920 - $298,005. Individual locations, international master franchisee licenses and financing options are also available for qualified applicants.
About Edible Arrangements
Edible Arrangements International, Inc., is the leading purveyor of delicious, high quality, artistically designed, fresh fruit arrangements that are practical and healthy gifts. Founded in 1999 in East Haven, CT. by Tariq Farid, Edible Arrangements earned the 27th spot on Entrepreneur Magazine’s “2008 Hot 100 List of Fastest-Growing Businesses in America.” With 913 locations operating or opening soon worldwide, Edible Arrangements is rapidly expanding across the United States, Canada, Puerto Rico, the United Kingdom, Saudi Arabia, the United Arab Emirates, Kuwait, Qatar, Italy, and Hong Kong.
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