Thursday, November 5, 2020

Edible Looking Outside the Box to Drive Growth


Success does leave clues and regular readers of this blog are familiar with the ongoing growth and success at Edible. We last talked about them when they expanded their product line to include the ‘Editable Bakeshop’.

Once again looking outside the box, while listening to customers touchpoints, Editable is complementing both the fresh fruit arrangements and a weak customer touchpoint gift giving messaging with the launch of Printible greeting cards.

So, most of you know that Edible, is the world’s largest franchisor of fresh fruit arrangements and other treats, is expanding its portfolio into the greeting card industry with the launch of Printible now. Leveraging new technology designed for growing a new product category of seasonal and everyday greeting cards that can be digitally customized to create truly personalized gifts is a perfect fit according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Printible is but another one of Edible’s outside the four walls, outside of the box growth innovations that combine convenience with enhanced value through personalization. Just within the last month, the company re-designed existing technology to launch “Edible, Your Way,” an initiative that allows customers to design their own dipped fruit boxes, fresh produce boxes and now fresh fruit arrangements all through’s user-friendly customization offerings.

So, Printible is the next key ingredient in creating a fully customizable gifting experience through Edible.“The future of retail lies in personalization, especially when it comes to gifting,” says Cheikh Mboup, president and COO of Edible Brands. “For Edible, this year has been all about catering directly to our customers’ immediate wants and needs, especially in light of the ongoing pandemic. We intend to continue upgrading the Edible customer experience to be as custom-made as possible throughout the remainder of 2020 and in the coming years, and we are excited about Printible as the next major development in this evolution.

Printible is a platform for customizable greeting card sales across select Edible locations, through which customers responded enthusiastically to the opportunity to incorporate additional personalization into Edible’s wide array of gifting products. The cards and customization capabilities of Printible are unique to Edible, made possible with proprietary technology created by the brand’s technology solutions arm, Netsolace.

“Printible is starting with cards, but the sky is really the limit here,” says Sai Padmanaban, Vice President of Netsolace. “We see this new technology as a perpetual opportunity to fuel Edible growth through innovation, allowing the brand and its franchise owners to enhance the gifting experience in a way that is truly unique from one customer to the next.”

Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”. Are you looking a customer ahead?   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 253-759-7869. 

1 comment:

  1. This seems like a "skies the limit" opportunity. Will this lead to custom catered delivery meals with personalized delivery options (including wine selections)? We hired a caterer this past summer who provided a full 3 course dinner to my in laws, could this become a borm as a gift, perhaps expanding on what grub hub and the delivery markets are already ordering? The potential is there for 3 star restaurants, or places like McMenamins and even Shari's to add this as a "boutique" top up service... or at least, I think the potential is there.