Edible’s Mix & Match Grocerant Niche Success

 

Success does leave clues and Edible continues finding success expanding within the grocerant niche.  Branded food mix & matched with products, services, or other brands edifies both the relationships with the consumers and all brands when done right according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  

Flowers are a wonderful gift anytime of the year.  So, when Edible announced two new initiatives as part of the brand’s continued evolution as a leading eCommerce provider of deliverable gifts and treats: the introduction of Edible Bakeshop cupcakes and a special Mother’s Day digital experience with America’s Test Kitchen (ATK) you know incremental value was being created according to Johnson.

With the nationwide rollout of cupcakes which follows a successful first year for Edible Bakeshop and brings the product category’s total sales to $55 million since the category’s official launch in September of 2020.

Get this, within three weeks of introducing Madagascar Vanilla Bean and Chocolate Truffle Cupcakes, Edible depleted its entire inventory and outperformed even its highest expectations by selling out of what was supposed to be a three-month supply.

Is there a blog reader out there that does not understand the power of mix & match meal bunding yet? As Edible continues to work with its manufacturer to meet the consumer demand and carry on with the selling of this new, exciting product. We ask just how long are you going to watch success before you give the team at Foodservice Solutions® a try?

Edible president and COO Cheikh Mboup, stated, “Given the overwhelmingly positive reception of cupcakes and the continued growth of Edible Bakeshop as a whole, we expect baked goods to quickly become one of our top product categories moving forward and anticipate it to be a leader over Mother’s Day weekend this year,”.

So, Edible’s partnership with America’s Test Kitchen adds an experiential option to the brand’s wide range of Mother’s Day gifts. From April 1 through May 23, a one-month online cooking school membership with ATK – which offers more than 320 courses from simple skills to advanced recipes – will be available for purchase as part of special Mother’s Day bundles or as add-ons to other gifts from edible.com.

Regular readers of this blog know interactive and participatory branded marketing is a key drive of the success within the grocerant niche.

Jack Bishop, ATK’s Chief Creative Officer, stated, "Food is the perfect way to express appreciation for all that moms do, and America's Test Kitchen is excited to partner with Edible Arrangements to help celebrate Mother's Day,”... “Our joint offering ensures that on top of a wonderful arrangement, Moms will have the opportunity to build their cooking skills with our renowned cooking instructors.

Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”.  Regular readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Our Grocerant Guru® can help your company edify your brand with relevance.  Call 253-759-7869 for more information. 

Edible Expands it’ Brand Focus with FruitFlowers

When you want to attract new customers, you have to expand your brand invitation, according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. When doing that you first must look at all the current touchpoint attributes of your current customer base and determine what could you provide them at would drive an incremental purchase, while simultaneously meeting an un met need-set for them.  

So, consider that Edible, the world’s largest franchisor of fresh fruit arrangements and other treats, has officially expanded into the floral space with the nationwide launch of FruitFlowers. According to Johnson that a brand extension with credibility.

This new product line adds fresh-cut flowers to Edible’s expansive portfolio of gifting options and is a natural fit for consumers to understand and accept. FruitFlowers is now available from Edible stores either as individual bright, floral bouquets or securely paired with Edible’s premium 12-count box of fresh dipped fruit in real, premium chocolate to create one-of-a-kind bundles delivered fresh to consumers’ doors.

Edible president and COO Cheikh Mboup stated “Edible continues to innovate how we help customers celebrate all of life’s special occasions, and today that includes fresh flowers alongside our popular signature treats,” … “What makes FruitFlowers so appealing to consumers with distinctive tastes, is that Edible is the only brand to provide a fresh flower and dipped-fruit bundle using real chocolate.”

Solve pain points, with a variety of FruitFlowers combinations now available, customers do not have to contemplate whether to send a flower bouquet or a box of fresh-dipped fruit. Plus, Edible offers the convenience of same-day and free next-day delivery.

In order to maintain Edible Brands’ reputation for quality and freshness, FruitFlowers will supply flowers direct from the farm to the Edible stores from which customers order for either curbside pickup or delivery. Each bouquet will be created with only the freshest assortment of flowers handcrafted exclusively for Edible by the brand’s partner farms, making each FruitFlowers gift different from the rest.

Foodservice Solutions® team is here to help you drive top line sales and bottom-line profits. Are you looking a customer ahead? Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may the clue you need to propel your continued success.

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

In A Battle for Share of Stomach

Are you Winning? 

Edible Expanding the ‘Halo’ of Better for You with Fresh Vegetables

Edible Arrangements continues selling fresh food fast within the grocerant niche space with outstanding success. Edible is the world's largest franchisor of fresh fruit arrangements and all-natural fruit snacks and dipped treats, as regular readers of this blog know.

But get this, Edible set a new sales record Mother's Day week, fulfilling over 700K orders and making over 550K deliveries. The record-setting performance represented a 36% increase from last year and included some of the highest sales days in the history of the brand. So, what’s next vegetable, Yes, they are extending the ‘halo’ of better-4-you to vegetables according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Following last month’s surge in orders for Edible ‘s Fresh Fruit Produce Box, which was introduced to ensure fresh produce could reach customers safely in their homes via the brand’s no-contact delivery practices, Edible has expanded the offering to now include options with vegetables. The brand is now also offering treat bundles that are great for families at home (i.e., the Family Treat Bundle), combining a variety of treat options such as Edible apple donuts, popcorn, dipped fruit treats and more in one delicious package.

Edible president and COO Cheikh Mboup stated “Soon after we introduced our fresh fruit produce boxes, the new product quickly rose to our top seller, reinforcing that this type of delivery is something our customers want and need more than ever right now,….By expanding our delivery options during this unprecedented time, we’re reminding customers that our priority is providing healthy and convenient solutions for fresh foods in high demand while they remain in their homes.”

Fresh produce boxes and treat bundles start at just $24.99, and free delivery options are also available. Specific produce items and treats available for no-contact home delivery vary depending on what is available in each market.

Mboup continued “People everywhere are looking for ways to provide their families fresh fruit, vegetables and other treats without leaving their home, and it’s our responsibility to help meet those needs with our new boxes and bundles.” Grocerant niche mix & match meal and meal component bundling continue to drive customer adoption, top line sales and bottom line profits.

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

Edible Creates Sing Along Music for Mother's Day

We have all heard of mood music well if you want to make sure Mom is in a good mood on Mother’s Day you might want to check out the latest grocerant niche mix & matched bundled offering from Edible.com according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

So, get this Edible is teaming with 12 recording artists to create a one-of-a-kind gift collection of music and treats just in time for Mother's Day. The "Songs for Mom" package covers a variety of genres including pop, rock, R&B and dance. How are you edifying you food offerings with relevance within the Grocerant niche?

According to Edible the compilation features artists ranging from Grammy Award-winners like Shawn Stockman of Boyz II Men and Gospel legend Tamela Mann as well as emerging stars celebrating mothers and all they do, especially during these stressful times.

So, to get the album that is included in two Edible Mother's Day gift bundles and is also available for $9.99 as an add-on at checkout for other orders. You simply have to order from Edible.

Edible President Cheikh Mboup stated “the addition of music fits perfectly with Edible's mission of celebrating life's most special moments with a gift or treat that's carefully crafted to WOW. ..We are continually exploring new ways to emotionally connect with our customers," he says, adding that artists share a common bond of vision, risk-taking and passion with Edible's entrepreneurial spirit.”

Mboup continued “Edible plans to announce more relationships with recording artists both nationally as well as in individual Edible markets. I look forward to the day that our guests are sitting in an Edible store sharing a treat with a friend while listening to the music of a popular local artist,"

The timing of the release is particularly symbolic, Mboup says, considering Edible's storied history. "It was his mother who encouraged him to move forward with his uniquely creative idea of making arrangements out of fresh fruit. It's only appropriate that we launch Edible's creative entry into music on Mother's Day."

"Songs for Mom" includes the following:

"Love As Hard As You," featuring Brittany Wescott (Pop/Rock)

"It's Your Day," featuring DevTheGoon (Pop/Dance)

"My Favorite Girl," featuring Aaron Sledge (R&B/Soul)

"Mama," featuring Lewis Sky (Reggae/Pop)

"Everywhere," featuring Danni Baylor (Pop)

"Message to Mom / Diamond," featuring Shawn Stockman of Boyz II Men and Antonio Neal (R&B)

"Reasons To Love," featuring Jerome Baylor (Pop)

"No Matter What," featuring Pamela Elaine and J-Dash (Alternative/Pop)

"A Mother's Love," featuring Jamison Ross (Jazz/Soul)

"Diamond In The Sky," featuring The Prophet (R&B/Soul)

"Super Woman," featuring BigFil and Stanley Black (Rap/R&B)

"You," featuring David and Tamela Mann (R&B)

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