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What You Need to Know About the Edible Arrangements Franchise Opportunity

by Franchise Chatter on June 5, 2011

in Franchise Reviews



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The Franchise Chatter Blog’s List of 24 Things Every Prospective Franchisee Needs to Know Before Investing in an Edible Arrangements Franchise

Edible Arrangements Product Offerings

1.  Edible Arrangements created the category of edible fresh fruit bouquets and is still its undisputed leader.  They are known for their large selection of  fresh fruit arrangements that make impressive gifts for any occasion or holiday.  Each bouquet can be complemented with chocolate dipped fruit, including dipped strawberries, dipped pineapple daisies, dipped banana slices, dipped Granny Smith apple wedges and more.

2. Their fresh fruit arrangements are always made-to-order.  Customers can order ahead of time or stop by during regular hours for arrangements on-the-go.

3.  They’ve recently expanded their offerings to include products that customers can enjoy on a daily basis (“little celebrations”), such as fresh fruit juices, smoothies, fruit salads, and dipped fruit.  The goal of this product diversification is to increase store foot traffic and brand exposure.



4.  The chocolate covered fruits at Edible Arrangements are made of freshly cut fruit that’s been hand-dipped in gourmet chocolate by one of their Fruit Experts.  These come in boxes of 6 or 12 pieces in a number of varieties.

5.  Customers of Edible Arrangements can create their own fresh fruit salads, enjoy a parfait (layers of fresh fruit, low-fat yogurt, and granola), or indulge in a FruSundae (fresh fruit salad topped with hot fudge, whipped cream, and nuts) or Banana Cream Pie FruSundae (sliced bananas, white chocolate sauce, and whipped cream with shaved coconut).

6.  The beverages sold at Edible Arrangements are made with fresh cut fruit, fresh squeezed juice, and are sweetened with agave, making them all-natural.  They come in the form of smoothies, coolers, and juices.

Edible Arrangments Photo by nikkirosety

Edible Arrangements Business Model

7.  Franchisees generate revenues from multiple channels:  namely, online purchases made worldwide, toll free calls at 877-DO-FRUIT, local calls, and in-store orders (which customers can pick-up or have delivered).

8.  Edible Arrangements emphasizes presentation and quality.  The company recognizes the customer’s desire to send a gift that leaves a lasting impression, so they craft each arrangement with care to make it “WOW-worthy” and use only fresh fruits that meet their high standards of quality, with no preservatives or additives.

9.  Edible Arrangements also focuses on customer service and convenience.   Their retail stores are now open 7 days a week, offering same day delivery every day. Stores are open until 7pm on weekdays, 5pm on Saturdays, and open on Sundays, too.

10.  Edible Arrangements’ stores are designed to be fun, fresh, and inviting, with beautiful decor and a friendly atmosphere, where customers can stop in any time to sample chocolate dipped fruit.  And their Edible Arrangements-Frutation locations serve fresh fruit beverages and fresh fruit salads, too.

11.  Edible Arrangement’s DippedFruit.com shipping centers, located in select Edible Arrangements stores across the U.S., can deliver “The Best Shipped Fruit, Period” directly to the customer, anywhere in the U.S.



Edible Arrangements Photo by Edible Arrangements

Edible Arrangements Franchise History and Growth

12.  Tariq Farid, Edible Arrangements’ founder  and CEO, opened the company’s first store in East Haven, CT in 1999.  Tariq’s background is in the flower industry, having owned a small chain of flower shops in the late 1980’s. With a $5,000 cash advance from his parents, he purchased a local flower shop at age 17. Within two years, Tariq was operating four highly successful stores.

13.  Edible Arrangements opened their first franchise location in Waltham, Massachusetts in 20o1.  Just ten years later, the company has grown to 1044 locations in 14 countries.

14. Edible Arrangements just launched an aggressive two-year expansion plan.  The company’s goal is to open 150 new stores in 2011 and 200 more in 2012. The company opened 84 new stores last year and reached the 1,000 mark earlier this year.  Many of the company’s new stores will be built around the “Edible to Go” concept, in which franchisees, besides offering made-to-order fruit arrangements, will also sell fresh salads, parfaits, and smoothies.

Edible Arrangements Franchisee Training and Support

15.  Training for new franchisees comes in 3 phases. The first phase is done at a training store. The second phase takes place at Edible Arrangements University at the company’s headquarters in Wallingford, CT. The final phase happens at the franchisee’s new store location with an Edible Arrangements field representative on hand to assist.

16.  From the extensive training program, franchisees will learn how to process orders from all channels, stay on top of inventory, and manage staff and customer transactions.

17. Edible Arrangements’ proprietary e-Learning software, with its real-time training updates, makes it easy for franchisees to continue learning and to train new employees

18.  In 2001, Tariq Farid founded Netsolace, the company that created the franchise management software that Edible Arrangements’ franchisees use in their day-to-day operations, including order processing, training manuals, production and profitability tracking, and supply chain management.  This software makes it easier for franchisees to run their business from within a store or manage multiple stores remotely.

Edible Arrangements Photo by viggdesigns

Edible Arrangements Franchise Cost

19.  The total initial investment for an Edible Arrangements franchise ranges from $142,208 to $285,218.

20.  The initial franchise fee is $25,000 and the monthly royalty is 5% of gross sales.

21.  The minimum net worth requirement for a prospective franchisee is $500,000, of which the franchisee must be prepared to invest $250,000.

22.  Edible Arrangements has several third party partners that can provide assistance in the financing of a store. In most situations, these partners require the cash injection of $80,000 to $100,000, a credit score of 675+, and a net worth of $500,000 to qualify for a loan.

Edible Arrangements Franchise Accolades

23.  In 2001, Entrepreneur Magazine ranked Edible Arrangements #49  in their Franchise 500 list, #32 in their list of Fastest Growing Franchises, and #43 in their list of America’s Top Global Franchises.

24.  Forbes Magazine named Edible Arrangements one of the Top 20 Franchises to Start in 2011 (9th place).

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{ 9 comments… read them below or add one }

SANDY MISLED June 15, 2011 at 2:39 pm

I M SETTING THE RECORD STRAIGHT ON THIS FRANCHISE EDIBLE ARRANGEMENTS. UNLESS YOU ARE IN A MAJOR METRO AREA THIS IS NOT A PROFITABLE INVESTMENT . IF YOU GAT A RATURN ON THE INVESTMENT IT IS VERY LITTLE AND YOU MAY NOT EVEN BE ABLE TO PAY YOURSELF FOR THE TIME YOU INVEST EACH WEEK. THIS IS ONE FRANCHISE THAT IS ALWAYS LOOKING OUT FOR THE CORP NOT THE FRANCHISEE. LOTS OF BAIT AND SWITCH AND LOTS OF DONT TELL IF YOU DONT ASK. WHAT THEY WILL SAY IS YOU HAVE TO DECIDE ON VERY LITTLE IF ANY REAL DATA ON PROFIT ,,,, UNIMPRESSED

Reply

Frank J October 4, 2011 at 8:32 pm

look closely at the berry picture, one of the berries has flipped over (the step before the break up if it’s shipped), and some of that fruit is really old, look at the leaves, some are dried out and shriveled,.. and the second berry from the left on the bottom is already pulling away from the chocolate (shrinking).. a sign that it is several days old or has not been kept at a safe temperature for a long time. The grey spot on the middle left berry looks to be the start of mold.. overall I’d say this box is just short of toxic, a sign of an old berries and possibly quality control problems.

Mixing the cut fruit with the various listeria outbreaks and quality control problems and to have recipe for a major outbreak due to cross contamination.

Reply

Ambrosio October 4, 2011 at 8:50 pm

Hi Frank,

Thank you for your comment. To be fair, the berry photo you are referring to is not an official photo from Edible Arrangements. It was taken by a private individual, possibly the recepient of a gift. This does not mean that this was the condition in which the product left the store. I have no way of knowing how much time elapsed between the time the product left the store and the time this photo was taken. I just liked the quality of the photo and that’s why I chose it.

Ambrosio

Reply

Rebecca October 5, 2011 at 2:07 pm

There is a lot more you need to know about the Edible Arrangements Franchise opportunity. Sadly, my hands are tied and I can’t go there for fear of retaliation but I would pay close attention to Sandy’s comments.

Reply

Ambrosio October 5, 2011 at 3:47 pm

Hi Rebecca,

I’d love to hear the franchisees’ side of the issue. I was once a franchisee of The UPS Store and we had issues against our franchisor too, so I can relate. Could you bring my blog to the attention of your franchisee association for an official response? Thank you, Rebecca.

Ambrosio

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Rebecca October 5, 2011 at 7:19 pm

I will be more than happy to bring the EAIFA group to your blog’s attention. Their formal website is http://www.eaifa.com and I’m sure that they can give you an official response that aligns with our truth of being a EA franchisee. I can tell you it isn’t all “certified happiness” and we aren’t “Wowed”.
I appreciate your blog and think it is wonderful that you are practicing your freedom of speech especially as an ex-franchisee. I often dream of the time when I’m an ex-franchisee and can practice my 1st amendment rights. I respect even more that you give each side a chance to give their “point of view.”
Thank you, Ambrosio!!! – Rebecca
http://www.eaifa.com/

Reply

Ambrosio October 5, 2011 at 7:20 pm

Thank you Rebecca! I really appreciate your support of my blog and will continue to welcome all points of view. That’s the only way for us outsiders to truly understand the issues. All the best to you.

Reply

Ann January 29, 2012 at 12:19 pm

Let me say how interesting this whole piece was to read.
Please don’t forget, not only the 5% royalty but also the 2% NTV fee and the 3%NAF which was supposed to cover the EA Connect Fees already and now the 2% EA connect fee. How interesting that he thinks corp should get the same 20% cut for taking corporate orders during big holidays and passing it on to us now in 2012. So I guess it will look like: 5% + 2% +3% +2% EA connect fee and another 20% fee they can charge for sending us corporate orders if they choose. 32% of internet order goes to corp if they choose because “they have the right to instill any fees they see fit”. Plus there is a monthly fee for the computer software assistance.
It is too bad such a great idea and product that the public loves has turned into so much greed from corp. It’s no wonder the franchisees need protection to keep this great product alive and profitable for their hard work and committment to the brand.

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Tammy March 16, 2017 at 5:05 pm

I concur to all that is said here everything you are reading is true! Corp executive and employees are all in fear of their jobs and under tremendous pressure. Corp only hires “yes” people with no understanding of what it’s like to be a business owner. The crazy marketing and giant price reduction sales on this highly work intensive products and free delivery decision impact the small business owners p&l. Nothing hurts Corp. The only care about their numbers. The get their cut and it you stand up for yourself; you get squashed out.

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