Adding ‘WOW’ to fresh franchise profits
With a humble beginning in 1999, Edible Arrangements opted for franchise model in 2001.Today it has a strong worldwide network of over 1,000 stores. In an interaction, Tariq Farid, Owner & CEO Edible Arrangements shares brand’s further growth plans in the Middle East.
Namita Bhagat (NB): Brief us on the inception and concept of 'Edible Arrangements'. Describe the brand's USP?
Tariq Farid (TF): Growing up as immigrants to the US from Pakistan, my brother, Kamran, and I watched as our father worked three jobs to support our family. When a failing flower shop in a nearby town of East Haven went on the market, my father suggested I buy it. Though I was still in high school, I bought the store in 1986 with a small loan from a family friend. With help from my family, I managed the store while still attending school. Soon I had expanded into four stores. During this time I began experimenting with the idea of arranging fruit instead of flowers. So in 1999 my brother Kamran and I launched Edible Arrangements from a section of that first flower shop. Our USP can best be described as the ‘Wow Factor’. The uniqueness, beauty, taste, all adds to an emotional response which is usually - how nice of you to go the extra mile. It is something more unique and special than the same old flower arrangement and the response reinforces the choice made by the purchaser.
NB: Could you share the brand's current presence - both via ownership and franchise model?
TF: We currently have more than 1100 locations open or under development worldwide. Our stores are located in the United States, Canada, Puerto Rico, Saudi Arabia, the United Arab Emirates, Kuwait, Qatar, Bahrain, Italy, Turkey, Hong Kong, Jordan, Oman, India and China.
NB: How and why did the company decide on the franchise model for expansion? How has it contributed to the brand's immense success across the world?
TF: We had never considered franchising until Chris Dellamarggio walked through the doors one day in early 2000 and asked if we would consider opening a store near his Boston home. We spent almost a year putting the franchise program together and helping Chris get that first franchise open in Waltham, Massachusetts in 2001. Obviously we would never have been able to grow as rapidly as we have been able to grow without franchising. And it is the franchisees who have played the biggest role in building the brand by doing such a great job of delivering high quality products so consistently worldwide.
NB: The brand has forayed into Middle East and India. What is potential of the concept in these markets?
TF: We believe there is unlimited potential in both of these markets. Making people happy and the popularity of fresh fruit are universal. And because the financial requirements are significantly less than what it costs to open many franchises, we are a very viable option for individuals looking for a way to get into business for themselves. You don’t have to have huge resources to get into business.
NB: What is the approximate requirement in terms of capital and area to partner with you as a franchisee in these markets? What kind of training and support is given to them?
TF: There are a few different models for international expansion that franchisors can follow. We use the master franchise (MF)
NB: What are your further expansion plans in Middle East and India in the coming years? What are the challenges and competition in both of these markets? How will you deal with it?
TF: We see tremendous opportunity in the Middle East and India. Not including Canada, our first expansion internationally was in the Middle East and we are enormously successful and popular in the area. I see our growth continuing and look forward to the day when we have a presence throughout the entire Middle East. As long as we continue to innovate and deliver the best possible customer service, I am confident we will continue to be the industry leader and innovator.
NB: The 'Edible Arrangements' Franchise System has over 1,000 stores in its international store network now. What are the challenges that you anticipate to grow the brand further? How would you like to position the brand across world markets in the coming years?
TF: The greatest challenge from a growth standpoint will obviously be the global economy. However, because our franchises are affordable, we have found that in many ways we are recession proof. In fact, we often sell even more franchises when the economy struggles because people are looking for ways to provide for their own security. And from a product standpoint, giving gifts is always in style and the wow factor of our products makes them popular around the world. People appreciate something more unique and special than the same old gift. From a brand image standpoint, that has continually been evolving. In fact, in the United States we recently launched a new advertising campaign featuring London-based foodscape artist Carl Warner that is designed to take our brand to the next level.
NB: How would you advise new franchisors aspiring similar success as 'Edible Arrangements'? What are the key factors and considerations for a successful international franchise system?
TF: It all comes down to having a good idea, hard work, and passion –intelligent passion. I remember the early days when Kamran and I would work 20-hour days and drive hundreds of miles to help franchisees get their stores open. I have slept in my car and slept on the floors in stores, anything we had to do to help jump-start the new shops. You lose some sleep and lose some comfort but you do what you have to do to be successful. You also have to have a fear of failure. I know that if we do not continue to work hard on evolving the business to meet changes in the marketplace, someone will be there to pass us by. So regardless of how much success you have had, you have to keep working hard.
