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Edible Arrangements launches new grab-and-go concept
September 8, 2009
Edible Arrangements has launched its new "core and station" store-enterprise development program and has announced the company's evolution into multiunit franchising. A central component of the new strategy is Frutation by Edible Arrangements, a grab-and-go concept offering customers fresh-fruit smoothies and juices, fruit and green salads, dipped fruit and a variety of other fresh-fruit products.
Frutation, which had previously been in a pilot stage, will launch nationally and open in new markets this year, helping the company reach its goal of 1,000 stores by 2010.
This new multiunit strategy features a "core" Edible Arrangements store serving as the main location within a defined area with several smaller "station" locations surrounding the core store in high-traffic areas. The core store is a full service Edible Arrangements that offers the complete line of products, and may include Frutation menu items, whereas the station stores focus will be on Frutation while also selling some of the Edible Arrangements product line.
This new strategy fueled the signing of the first multiunit development agreements in the company's 10-year-history, with two existing franchisees for a total of 10 new locations. There are 20 Frutation by Edible Arrangements locations throughout the country and these recent agreements will bring six additional locations to Massachusetts and three to Virginia.
To support the national launch of Frutation, Edible Arrangements hired Chef Russ Camolli, a graduate of the Culinary Institute of America and experienced chef and restaurateur, to create new products, new production procedures and new recipes.
The new menu items include FruZees (iced fruit beverages), FruJuices (fruit juices), FruSalads (green salads with various fruit, cheeses and nuts), FruSalsas (organic pita chips with fresh fruit dipping sauces), and more. Available in various flavors and sizes, items can be customized to meet the customers taste. In addition, Frutation will be supported by comprehensive marketing materials under the "Real Fruit. No Kidding." tag line.
"As the industry leader in fresh fruit arrangements, it was a natural transition for Edible Arrangements to enhance their menu options to offer great tasting, healthy food and drinks for customers and busy people on the go," said Diana Brandt, Frutation brand manager, Edible Arrangements Inc. "By leveraging Edible Arrangements current reputation, we hope to expand Frutation by Edible Arrangements presence in markets across the country and service consumers in every market."
Edible Arrangements has 913 operating and opening soon locations with the goal to reach 1,000 units by 2010. The company is in the midst of an aggressive growth strategy that includes expanding in existing markets and countries while continuing Edible Arrangements domestic growth in California, Texas, Arizona, Florida, Salt Lake City, Pittsburgh, Seattle, Philadelphia and New York.
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