Edible Arrangements is sick of only being a Mother’s Day gift. Now, its new CEO wants to convince shoppers it’s a smoothie-and-snack chain.


Edible Arrangements

Edible Arrangements’ new CEO, Mike Rotondo, wants snacks, like smoothies and chocolate-covered fruit, to make up at least 25% of the gift-basket chain’s sales.
Rotondo says Edible Arrangements has battled “wannabees” who have cut into the chain’s business selling fruit baskets as gifts.
Now, Edible Arrangements is pushing new store designs and marketing to convince customers that it is actually a snack chain in addition to a place to order gifts.

Edible Arrangements is sick of being seen as only a gift for Valentine’s Day, Mother’s Day, or birthdays — and the months of slower sales that come with that restriction.

Now, the company has a new solution: convince customers that they should stop by stores to get snacks all year round.

In July, Edible Arrangements announced it had hired a new CEO, Jamba Juice veteran Mike Rotondo. Rotondo told Business Insider in an interview that his goal at the company was to turn around the 1,200-location chain by selling more to-go snacks, such as chocolate-covered strawberries, smoothies, and fruit salads.

“We want this to be 25%-plus part of their business,” Rotondo said. “It’s really something that differentiates us.”

Edible Arrangements has been offering to-go snacks for more than a year already. It’s something that few customers realize, which creates some problems for franchisees trying to boost sales.

“I can’t tell you how many people can’t tell you that we have that kind of a store-front presence,” Rotondo said.

Edible Arrangements stores are typically located in strip malls and near shopping centers, Rotondo said. The issue is that people don’t tend to think of Edible Arrangements as somewhere they would stop to shop in-store, so their eyes slide right past it.

“We’re right there, but it’s one of those things, if you’re not looking for us for that, we’re just part of the …read more

Source:: Business Insider

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