Edible Arrangements Launches New Multi-Unit Development Strategy

Date AddedSeptember 22, 2009 12:29:24 AM

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WALLINGFORD, Conn., Aug. 31 /PRNewswire/ -- Edible Arrangements(R), thepioneer and leader in hand-sculpted, fresh-fruit arrangements, announced todaythe launch of its new "core and station" store enterprise development programand the company's evolution into multi-unit franchising. A central componentof the new strategy is Frutation by Edible Arrangements(R), a grab-and-goconcept offering customers fresh-fruit smoothies and juices, fruit and greensalads, dipped fruit and a variety of other fresh-fruit products.
Frutation(R), which had previously been in a pilot stage, will launchnationally and open in new markets this year helping the company reach itsgoal of 1,000 stores by 2010.
This new multi-unit strategy features a "core" Edible Arrangements storeserving as the main location within a defined area with several smaller"station" locations surrounding the core store in high-traffic areas. Thecore store is a full service Edible Arrangements that offers the complete lineof products, and may include Frutation menu items, whereas the station storesfocus will be on Frutation while also selling some of the Edible Arrangementsproduct line.
"Over the last 10 years, we've worked to refine our system to enableenterprise multi-unit owners to succeed and our core-station model will allowfranchisees the ability to cover a broader area and introduce more consumersto the Edible Arrangements brand through Frutation," said Tariq Farid, Founderand CEO, Edible Arrangements, Inc. "Our customers already know our beautifularrangements and delicious dipped fruit, and we look forward to introducingthem to our 'Fast Fruit' concept that encompasses our Frutation product line."
This new strategy has recently fueled the signing of the first multi-unitdevelopment agreements in the company's 10-year-history, with two existingfranchisees for a total of 10 new locations. Currently there are 20 Frutationby Edible Arrangements locations throughout the country and these recentagreements will bring six additional locations to Massachusetts and three toVirginia.
Benefits of owning a core and station enterprise include utilizing a smallerfootprint, while sharing delivery, operations and marketing resources, as wellas access to an enterprise version of Edible Arrangements' proprietarytechnology.
This technology platform and point-of-sale system is the backbone of eachEdible Arrangements and Frutation store, where franchisees have 24/7 access toits industry leading on-line support system. Technology also assists in thedevelopment of the tools used to design arrangements, which enhances theproduct's look and increases profit margins, for both single and multi-unitoperators.
To support the national launch of Frutation, Edible Arrangements hired ChefRuss Camolli, a graduate of the Culinary Institute of America and experiencedchef and restaurateur, to create new products, new production procedures andnew recipes. The new menu items include FruZees((TM)) (iced fruit beverages),FruJuices((TM)) (fruit juices), FruSalads((TM)) (green salads with variousfruit, cheeses and nuts), FruSalsas((TM)) (organic pita chips with fresh fruitdipping sauces), and more, all made with no preservatives, no additives and noartificial sweeteners. Available in various flavors and sizes, items can becustomized to meet the customers taste. In addition, Frutation will besupported by comprehensive marketing materials under the "Real Fruit. NoKidding.(TM)" tag line.
"As the industry leader in fresh fruit arrangements, it was a naturaltransition for Edible Arrangements to enhance their menu options to offergreat tasting, healthy food and drinks for customers and busy people on thego," said Diana Brandt, Frutation Brand Manager, Edible Arrangements, Inc. "By leveraging Edible Arrangements current reputation, we hope to expandFrutation by Edible Arrangements presence in markets across the country andservice consumers in every market."
Currently, Edible Arrangements has 913 operating and opening soon locationswith the goal to reach 1,000 units by 2010. The company is in the midst of anaggressive growth strategy that includes expanding in existing markets andcountries while continuing Edible Arrangements domestic growth in California,Texas, Arizona, Florida, Salt Lake City, Pittsburgh, Seattle, Philadelphia andNew York.
Individuals seeking to own and operate an individual Edible Arrangements'franchise should posses a minimum liquidity of $50,000 and the ability toinvest approximately $154,920 - $298,005. Individual locations, internationalmaster franchisee licenses and financing options are also available forqualified applicants. For more information, please visit www.eafranchise.comor call 888.727.4258.
About Edible Arrangements
Edible Arrangements International, Inc., is the leading purveyor of delicious,high quality, artistically designed, fresh fruit arrangements that arepractical and healthy gifts. Founded in 1999 in East Haven, CT. by TariqFarid, Edible Arrangements earned the 27th spot on Entrepreneur Magazine's"2008 Hot 100 List of Fastest-Growing Businesses in America." With 913locations operating or opening soon worldwide, Edible Arrangements is rapidlyexpanding across the United States, Canada, Puerto Rico, the United Kingdom,Saudi Arabia, the United Arab Emirates, Kuwait, Qatar, Italy, and Hong Kong. Customers may order arrangements by telephone at 1-877-DO-FRUIT, at one of thecompany's retail stores, or on-line at ediblearrangements.com