What's Happening?
Edible Brands, known for its Edible Arrangements stores, is leveraging its brick-and-mortar locations to complement its delivery-heavy business model. The company operates both corporate-owned and franchised stores, which serve as fulfillment centers for its ecommerce operations. Approximately 80% of its transactions occur online, with products typically delivered as gifts. Edible Brands also runs the Rōti chain, offering Mediterranean-style meals in a build-your-own format similar to Chipotle. The company is focusing on site selection and store design to optimize both delivery and in-store experiences. This includes choosing locations with good visibility and access to delivery routes, as well as designing stores to facilitate easy customer navigation and order pickup.
Why It's Important?
The strategic use of brick-and-mortar locations by Edible Brands highlights a significant trend in retail where physical stores are integrated into digital commerce strategies. This approach allows the company to enhance customer experience by providing convenient pickup options and optimizing delivery logistics. The focus on site selection and store design reflects a broader industry shift towards creating seamless omnichannel experiences. As Edible Brands expands its Rōti chain, it aims to capture both urban and suburban markets, potentially increasing its market share in the fast-casual dining sector. This strategy could influence other retailers to reconsider the role of physical stores in a predominantly digital marketplace.
What's Next?
Edible Brands plans to accelerate growth for both Edible Arrangements and Rōti, with an emphasis on expanding into suburban areas. The company is likely to continue refining its site selection process using analytics and AI to identify optimal locations. As new stores open, Edible Brands will focus on enhancing the customer journey by reducing friction in order pickup and improving store design. The company may also explore further integration of local elements into store aesthetics to better connect with communities. These efforts could lead to increased brand loyalty and customer satisfaction, driving further growth in both ecommerce and in-store sales.
Beyond the Headlines
The integration of local design elements into Edible Brands' stores reflects a growing trend in retail to personalize shopping experiences. This approach not only enhances aesthetic appeal but also fosters a sense of community connection, which can be crucial for brand differentiation. Additionally, the focus on employee-friendly design highlights an important aspect of retail operations—ensuring that staff have supportive environments to maintain high service standards. As Edible Brands continues to innovate in store design and operations, it may set new benchmarks for how retail spaces can function as both fulfillment centers and community hubs.
