Edible Arrangements Launches New Multi-Unit Development Strategy




Yahoo! Finance:

quotation.jpgEdible 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.

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