Outside of the Box Thinking Drives Edible Success

Five years ago, the Edible Arrangements brand had be ignored abandon and became a postmark at industry cocktail parties as it did not fit in.  Then Edible leadership spotted the grocerant niche filled with Ready-2-Eat and Heat-N-Eat fresh food filling overflowing customers and new customer migration, all just looking for new avenues of distribution and guess what.  A turnaround began to happen. 

According to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® when you combine a brand known for fresh food, grocerant messaging, and a pandemic you will end up a winner.

So, when Edible announced a record-breaking performance across the organization for the first six months of 2020. Over the course of the first half of this year, Edible sales were up 18 percent in total, with U.S. company sales since April 1 up 70 percent as the brand continues picking up steam Johnson was not surprised.

Edible Brands president and COO Cheikh Mboup credits the impressive results to the company’s commitment to being a trusted and comforting brand in times of need, as conveyed by the brand’s evolution to meet changing business demands of a loyal worldwide customer base at the height of the COVID-19 crisis.

“Across all industries, this year has presented its fair share of obstacles due to the coronavirus,” Mboup acknowledged. “As the crisis began to unfold, we focused on doing what we could as a [quick-service restaurant] to support society as a whole. We pivoted our business in many ways so we could serve communities, families and friends in ways like never before in our 20-plus years, and we are grateful those efforts paid off.

Highlights of achievements across the Edible network from January – June of 2020 included:

the launch of whole fruit and produce boxes, free delivery and curbside pickup initiatives to serve customers at-large during the pandemic;

·         best April sales in company history, up 38 percent YOY

·         best single sales month in company history in May, up 45 percent YOY

·         an all-time high Mother’s Day with more than 700,000 orders fulfilled

·         best June sales in company history, up 55 percent YOY

·         the launch of the Manage-to-Own Program that will award existing Edible stores to select candidates who otherwise could not afford to open a franchise.

Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869

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