How do you feel about “putting fruit in baskets”?

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After a brief discussion about the operations of Edible Arrangements, including marketing information, the interview turns to the international development of the Edible Arrangements eco-system internationally, with particular emphasis on the Middle East.

Why the Middle East? Because it presents huge opportunities. Of course, other markets do, too, especially if they’re interested in healthy “gifting”. And recently, Edible Arrangements began to re-emphasize international development.

“Putting fruit in baskets” is a unique aspect of the $12-billion gifting industry, and because it’s new and different, it gets lots of interest from prospective franchisees because they can easily see themselves operating the business. That’s the first step in a franchise sale, says Tariq. The prospect has to feel he or she can operate the business.

“The ease and uniqueness of the product, and the healthy trend, helps us,” he continues. “If you love someone, you love them overall.” In other words, you want to give them healthy-oriented gifts. And with 1,300-plus stores in the USA and a dozen countries, Edible Arrangements is pleased to be the provider of those gifts.

The value proposition of the business, and the gifts themselves, attract franchisees and consumers. One person in an office will enjoy flowers, but ten people in an office can share an Edible Arrangements gift. At home, mom may get a basket of fruit for her birthday, but the entire family shares in the gift.

While the Internet drives many of Edible Arrangement’s sales, Tariq points out that the business is always “store first.” He says the Internet is a natural phenomenon and a convenience factor, but a store is a good gathering point for consumers, and an opportunity for them to see the entire product line. Tariq explains that the company builds stores in the right locations, to connect with customers. Nothing connects better than when customers can walk into a store and taste, touch, and smell the product.

Stores are also ideal for Edible To Go, a newly added profit center that offers fresh smoothies, fruit blended with frozen yogurt, and fruit dipped in chocolate. Consumers also like the company’s new 7-minute proposition – once an order is placed, it’ll take only 7 minutes to prepare the order.

Perhaps the company’s major selling point is the fruit itself. It’s universal! People everywhere love fruit, and when it comes to putting fruit in baskets, Tariq Farid intends for his brand to be the dominant player internationally.

Categorised in: Franchise Concepts, International Franchising

This post was written by Dr. John Hayes