Operations

Edible intros design prototype with 'theater-like experiences'

Edible's latest design prototype gives customers a view into product creation and lots of grab-n-go shopping. (Photo provided)

May 28, 2021

Edible is rolling out a fresh design prototype for its stores that it said focuses on giving its customers a "theater-like experience," while enhancing service efficiency with things like grab-and-go items in-store and through delivery, a news release said.

The first store of the design opened in Fullerton, California and allows guests to get a taste of the various menu offerings like its recently-introduced cupcakes, mini cheesecakes, cookies and brownies that can be customized within a variety of dessert platters and bundles. The model brings back-of-house forward so customers can see products created before their eyes, the company said.

Currently, 15 locations are in the process of the new store development, while a number of existing locations have plans to incorporate the elements by updating parts of current layouts.

"At Edible, we always strive to create a memorable experience for our guests," Patricia Perry, vice president of franchise development, said in the release. "Our new design helps accomplish just that by providing a visual understanding for how our products are created and just how much care is put into the production of each item.

"We could not have been more thrilled by the reaction from our franchisees with this new model. Their everlasting commitment to the brand's innovation has helped implement this revolutionary new model and captivated new franchise candidates and guests in the process."

The brand's expansion is continuing as well, with a store that opened in Greenwood, Indiana in April, along with its second ghost kitchen — this one in San Jose, California.

Edible said anyone interested in a franchise should have managerial foodservice or retail experience, strong community ties and available liquidity to invest in a new store, with investments starting at $173,600. The company, based in Atlanta, now has more than 1,000 locations worldwide.