Edible Arrangements Launches New Grab-And-Go Concept
Edible Arrangements has launched its new “core and station” store-enterprise development program and has announced the company’s evolution into multiunit 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 multiunit 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.
This new strategy fueled the signing of the first multiunit development agreements in the company’s 10-year-history, with two existing franchisees for a total of 10 new locations. 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.
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.
