For the sixth consecutive year, I am happy to announce that Edible Arrangements has made the Franchise Times Top 200 List!
The Franchise Times Top 200 has become the “go to” list for rankings of franchise companies. Its annual rankings are based on global sales, number of US and international units (stores), sales growth over previous year and unit growth over previous year.
Edible Arrangements is growing, and consistently. We first broke the Franchise Times Top 200 list in 2009, coming in at 174. Each year since then, we have placed higher. This year we ranked 128!
Everyone involved at Edible Arrangements should be proud of this accomplishment, but I know that what really makes Edible Arrangements special (and the reason for the company’s growth) are our amazing franchisees, the local store owners in communities across the US and Canada.
These are the small business owners who make our company so successful thanks to their hard work, dedication to growing their business and their understanding of their local communities.
Congratulations to all Edible Arrangements franchisees, for it is because of their passion and performance that Edible Arrangements continues to rank among the world’s leading franchises.
On May 18, I announced that Rob Price was joining the company as President of Edible Arrangements International. Rob brings more than two decades of marketing and brand building experience at some of America’s most highly regarded organizations. Prior to joining us at Edible Arrangements®, Rob was Senior Vice President and Chief Marketing Officer for CVS/pharmacy where he led all marketing, advertising, sales promotion, e-commerce, customer insights, store design and customer loyalty programs for the 7,400-store chain.
At Edible Arrangements, Rob now leads all key line functions including Operations, Marketing, Sales, Innovation and Development. He has spent his first weeks working closely with me and the entire leadership team to learn the organization and people. Most importantly, he has spent extensive time visiting Franchisees and becoming fully acquainted with operations and stores.
Rob is a great guy and I thought it would be fun to let you also get to know him a little better! So we sat down for a Q & A session that I’d like to share with you. Here are his thoughts on Edible Arrangements, his vision for the future, and how he likes to spend his (rare) leisure time.
What made you decide to accept the job as President of Edible Arrangements International?
Rob: Many things attracted me to this opportunity, but a few stand out.
First, the company has an enormous track record of success and innovation; and often, past is prologue. This momentum will be a “gift that keeps on giving,” translating into even more growth and success for the future.
Second, we have an incredibly precious network of 1,200 stores and an empowered, energetic community of Franchisees with huge potential to grow. Plus, the Corporate Team has the same kind of talent and energy. This infrastructure is unmatched. Of course, there is always room for improvement – but the network is incredibly sound.
Third, there are so many growth options for the business – new Guests, markets, geographies and product categories to fully develop. Opportunities like chocolate Dipped Fruit™, new occasions, new channels, and business gifting are incredibly exciting.
Finally, it’s the great people. My first view was when we first met and you shared your beliefs and passion for the business. And as I met others on the management team, they had that as well. They are all clearly committed to unlocking opportunities that will grow this amazing Edible Arrangements brand. Everyone I have met, particularly our Franchisees, has confirmed the strength of our culture.
How does EA compare to other companies you’ve worked for?
Rob: I’ve been blessed to spend my whole career at great companies. I find Edible Arrangements has lots in common with other extraordinary companies. There’s a relentlessness in searching for and acting on new ideas, a focus on innovation and a high degree of self-criticism – never being satisfied with the status quo. One difference with Edible Arrangements is that it is both younger and smaller than other companies I’ve been with – which makes the future opportunity even more exciting.
Right now, we are in the process of transitioning from a “Big Little Company” to a “Little Big Company.” That’s why we are building the processes, customer insights, technology and team that anticipates a company that is 2…3…even 4 times as big as we are now. Given all the extraordinary capabilities we have in place, our prospects for success are incredibly strong.
Would you share a bit about your background?
Rob: I grew up in Poughkeepsie, NY, the youngest of four brothers who were always fighting for our turf in our 1,500-square-foot house. It was a loud, rambunctious and energetic house, with all of us vying to see who was going to get the last plate of spaghetti. I definitely learned about compromise and competition at an early age! I started college, Cornell University, pretty young – 16 years old. I studied Agricultural Economics, then went onto Harvard for my MBA and pursued a career in Marketing.
What do you like to do in your spare time?
Rob: I love being with my family. We have three boys, ages 17, 14 and 12, who are the “penance” for all the hassles my brothers and I gave my parents! My wife, Sue, is a city planner and an artist.
I guess we have sort of a bohemian life. We love all kinds of arts and theatre, and we’re incredibly into music. I play guitar and piano, and sing. I enjoy all kinds of music, from old school rap, to grunge to musical theatre. And our family has our own band – called “Full Price.”
Who are your heroes and why?
Rob: Well, I have always been very fond of John Adams, the revered statesman and second US president. As brilliant, competent and courageous as he was, he was also very conscious of his own deficiencies, and he agonized over them and tried to improve. He was ambitious and successful, but also had humility and vulnerability. He was very real. He also truly appreciated the value of having a brilliant spouse in Abigail Adams, who was also his closest advisor.
I was always inspired by Martin Luther King, Jr. – especially his “Letter From Birmingham Jail.” In that piece, he was critical of those who objected to his work, but his comments were anchored in inalienable rights, integrity and respect.
In the business world, I am drawn to Warren Buffet because I like the route he took to his success and the way he wears it, like having a burger and shake for lunch. His focus has always been less on making money and more on building something great. I admire people who are committed to doing well and doing good.
What is your favorite Edible Arrangements product?
Rob: I can’t turn down a dipped banana – they are so good! So anything with a dipped banana in it is number one on my list.
One of my great pleasures as the CEO of Edible Arrangements is the opportunity to recognize the outstanding achievements of our franchisees.
Each year, as I join the management team in presenting the awards at our international convention, I continually marvel at the diversity of our franchisees and their backgrounds, yet how all share a deep passion for their business and their customers.
This year’s convention reminded me again how blessed I am to be able to share this opportunity with so many wonderful people.
Because we have so many extraordinary franchisees, it is always difficult to decide who deserves to be recognized for their achievements. I wish I could recognize them all.
But there are a special few who make you say “WOW.” These franchisees are shining examples of the Edible Arrangements spirit, going above and beyond to deliver an unforgettable Edible Arrangements experience for their guests. And I want to publicly recognize and congratulate this year’s winners.
Edible Arrangements President Rob Price joins me in presenting the Franchisee of the Year award to Pamela and Jeffrey Shirk.
Our Franchisees of the Year are Pamela and Jeffrey Shirk, who have locations in Lebanon, Lititz and Lancaster, Pennsylvania. Pamela and Jeffrey represent everything that is great about our franchise system. Their enthusiasm, commitment to customer service and desire to succeed have made them model franchisees and among our most successful in the world.
International Franchisee of the Year Jianyi Wang.
Our International Franchisees of the Year are Jianyi Wang and Zhigang Liu, who operate franchises in China and are among the most enthusiastic brand ambassadors a company could have.
Kathryn and Jeffrey Good receive their Guest Services Award.
Our Guest Service Award was presented to Jeffrey and Kathryn Good of Lafayette, Indiana. They were nominated by fellow employees because they exemplify the best of Edible Arrangements and they ALWAYS have a WOW attitude.
Each year we also present Pineapple Star awards to a franchisee in each region of the country. The award recognizes franchise owners who excel in sales, local store marketing and delivering service with a WOW attitude. This year’s recipients were:
Lita Heckler with her Pineapple Star Award.
Mid-Atlantic Region — Lita Heckler, who operates stores in Camp Hill and York, Pennsylvania.
Pineapple Star Award winner Nicholas D’Alleva.
Northeast Region — Nicholas and Emma D’Alleva, who have Edible Arrangements in Beverly, Lynn and Peabody, Massachusetts.
Pineapple Star Award winner Linda Ekendahl.
Midwest Region — Linda Ekendahl, for her location in Elmhurst, Illinois.
Joshua White receives his Pineapple Star Award.
Central Region — Joshua White, Jeffrey Sanders and Ronald Vaughn of Tulsa and Owasso, Oklahoma.
Pineapple Star Award winners Ibrahim and Hashim Choudhry.
West Region — Ibrahim and Hashim Choudhry, who have one of the most successful collection of stores in the system, located in Laguna Hills, Fontana, Claremont, Moreno Valley and Rancho Palos Verdes, California.
Canada — Jovita and Gerardo De La Torre of Guelph, Ontario.
In an emotional moment for everyone, Chet Koch receives his Pineapple Star Award.
Southeast Region — Chet Koch and his late wife, Jean, who operate stores in Southaven and Olive Branch, Mississippi. In one of the most moving moments of the convention, Chet received a standing ovation from the more than 700 Edible Arrangements franchisees in attendance as he accepted the award and remembered his wife among a tearful crowd who remembered her as a beloved member of the Edible Arrangements family. Jean passed away earlier this summer. She was an active member of the Chamber of Commerce and served on the local high school Parent Teacher Association (PTA). She was described by her fellow employees as a star.
The Outstanding My Store Marketing award went to Rory, Hillary and Seth Friedland of Plainview, Port Washington and Hicksville, New York. They simply excel when it comes to sales, local store marketing and delivering service with a WOW attitude.
Ted and Deborah Kostisin receive their award as Best Multi-Unit Owners.
The Best Multi-Unit Owner was presented to Ted and Deborah Kostisin, who have six locations in Providence, Warren, Cranston and Smithfield, Rhode Island, and South Attleboro, Massachusetts. They are a perfect example of what can be accomplished when you take advantage of proven systems and processes to build a chain of businesses.
Manager of the Year Bethanni Langdon.
The Manager of the Year was Bethanni Langdon of our Austin, Round Rock, Corpus Christi and Cedar Park, Texas locations. Bethanni exemplifies what it means to “take care of customers.” A story was shared in which she made an impression on one special guest who visited her store. The guest tearfully discussed buying arrangements to thank the staff of the animal hospital that treated her yellow Labrador Retriever that had passed away the previous week. The customer’s grief and heartfelt conversation stayed with Langdon and she sent a personal arrangement to the family, leaving them in awe.
Rookies of the Year Megan and Richard Revels.
The Rookie of the Year award went to Megan and Richard Revels, who opened their Winter Haven, Florida, store in October. From the start the Revels have proven to be exceptional operators with their “never-say-no” attitude that has already generated great customer and employee feedback.
Randy Taylor accepts his Delivery Ambassador award.
Delivery Ambassador of the Year was Randy Taylor of Rochester, New York, who was nominated by fellow employees for his leadership and for always going the extra mile. They shared a story of how, while making a delivery to an elderly woman, he put the arrangement in the refrigerator for her because he knew it was too heavy for her to lift.
Our Social Media Superstar was Prashant Patel of Drexel Hill, Pennsylvania, who continually amazes us and gives us creative ideas.
Vikki Brown was this year’s winner of the WOW award.
Vikki Brown of Farmington and Lake Orion, Michigan, received the WOW Award. This is one of our most prestigious honors and is presented to the owner of an Edible Arrangements franchise that works to better the brand as a whole. Vikki was recognized as a true “Fruit Expert®,” always bringing helpful thoughts and ideas to the corporate team that benefit the entire organization. One of her ideas was the fruit truffle challenge that took her community by storm this summer.
Of course running a business is ultimately about sales, and our franchisees continued to demonstrate exceptional results:
Highest Sales: 0 -24 months — Limor Ziarno and Sylvia Uziel of Brooklyn, New York.
Highest Sales: 24 – 36 months — Limor Ziarno and Sylvia Uziel of Howard Beach, New York.
Highest Sales: 36+ months — Robert and Moses Mignosi of Philadelphia, Pennsylvania.
Highest Sales: Valentine’s Day — Robert and Moses Mignosi of Philadelphia, Pennsylvania.
Highest Sales: Mother’s Day — Ibrahim and Hashim Choudhry of Moreno Valley, California.
Our Vendor of the Year was burton + BURTON. The success we have enjoyed over the years would never have been possible without such great business partners.
Jennifer Brown was my very-deserving selection this year for the Chairman’s Award.
Finally, I presented my Chairman’s Award to Jennifer Brown, who has locations in Grapevine, Fort Worth, Irving and Grand Prairie, Texas. This is considered the most prestigious award and is given to an Edible Arrangements franchise owner who I feel best exemplifies the Edible Arrangements brand and has a strong entrepreneurial drive that brings the company to the next level.
Jennifer continually inspires me with ideas and actions for where we want to take the Edible Arrangements brand. She always has a positive and helpful attitude and is loved in the community, supportive of all of her fellow franchisees and could not be more deserving of this award.
Congratulations to all of these exceptional award recipients and to ALL our Edible Arrangements franchisees, who made the past year one of the most successful in our history. I am continually inspired by all of you.
I close with a few more highlights from another inspiring convention.
Franchise Business Leader Jeffrey Larson.Edible Arrangements franchisee Scott Greenberg.Franchisee Ron Taylor.Franchisee Leslie Robinson.
The next few days are among my favorite each year. The annual Edible Arrangements® convention begins today in Nashville, Tenn., and for the next four days I will be surrounded by some of the most inspiring business people I know — our franchisees.
While the event is designed to celebrate our successes and provide a preview of things to come, I always find that the true value comes from the one-on-one time I am able to spend with franchisees who make the annual trip from locations across the United States and around the world. I love hearing their stories, their ideas, their hopes and sharing in their enthusiasm. Many of their stories are truly inspirational and remind me why it is that we do what we do.
The location for this year’s event is quite fitting. For decades, thousands have traveled to Nashville to pursue their dreams. At Edible Arrangements, we are in the business of making dreams come true as well — for our franchisees and our customers.
The annual convention also serves as an opportunity to take a moment to look back over the past year and ahead to the next.
The past year has been one of dramatic growth and evolution for all of us at Edible Arrangements. Not only have we significantly expanded our presence in markets around the world, but we have also focused internally on putting the pieces in place necessary to grow the brand at an even more aggressive pace.
The leadership team has been restructured and enhanced by recruiting experienced business and retail professionals with extraordinary records of success. This means that I now am able to focus more on developing growth strategies for all the Edible Brands.
Already, these changes are beginning to show results, from innovative products to creative new store formats to streamlined operational systems to new vendor partnerships.
One of the great opportunities is in the area of technology, which will be a focus of mine over the next year as we expand our capabilities in this area.
This is an incredibly exciting time for Edible Arrangements, as we embark on an era that promises new avenues for growth. In many ways, 15 years later we are re-inventing the Edible Arrangements brand. That’s the reason we chose “The Future Is Fresh” as this year’s convention theme.
As I think about the many opportunities that are in front of us today, I have the same feeling of excitement I experienced when I opened the doors to the very first Edible Arrangements store. At the time I never imagined the success we would experience, but I did have a dream. And this weekend, in a city known for making dreams come true, I look forward to celebrating our accomplishments with our franchisees and dreaming big about a future filled with fresh new opportunities.
When I first started writing this blog, one of my primary goals was to create a forum where I could share my experiences as an entrepreneur with others. Often, when I talk to our new franchisees or other small business owners, I find that they are facing many of the same challenges that I have faced in building my businesses.
A great advantage of operating a franchise system, however, is that I also have access to a wealth of business knowledge among the hundreds of Edible Arrangements franchisees who are also willing to share their experiences.
For example, one of our most successful franchisees is Reva Enzminger. Reva is a former “Franchisee of the Year” who operates five Edible Arrangements stores Texas, with plans to add more. Like many successful business men and women, she often makes it look easy.
She will tell you, however, that it has been far from easy, especially during the early years.
Prior to purchasing two Edible Arrangements stores about eight years ago, Reva had spent much of her professional career at computer giant Dell. At Dell, she will tell you, “I did just about everything there was to do, from sales to training to supply chain to call center management.”
But Reva always knew she wanted to be her own boss and when the opportunity to purchase a couple of Edible Arrangements stores presented itself, she took the entrepreneurial leap.
Among her very first challenges — as is often the case — was financing. She remembers going from bank to bank to bank seeking a business loan and repeatedly being told, “no.”
“I quickly found out that getting a business loan is much different than getting a car loan,” she says. “You can get a car loan off your credit, but it takes more than good credit to get a business loan.”
What it takes, she will quickly tell you, is perseverance.
“Just because a bank said ‘no’ was not going to stop me,” she remembers. “I probably ended up going to a dozen banks. Most turned down my request, but I eventually found one that said ‘yes.’ I didn’t stop there, though. I kept going and eventually found several willing to give me a loan and that way I was able to negotiate a good deal. It was an early lesson that the key to building a successful business is to not take rejection personally. You have to keep driving forward.”
The results speak for themselves. Reva has much more advice for entrepreneurs who are trying to build a successful business. I will share more of her ideas in upcoming blogs.
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