The WHY
- 76% agree “sweet baked goods are a way to enjoy a treat or small indulgence”.
- On avg., 57% of consumers eat dessert as a snack, 43% eat dessert with or after a meal.
- Consumers under the age of 45 purchase sweet baked goods more frequently than consumers over the age of 45.
- Deliverables: increased avg. order transactions, avg. sales per store increases, and significant sales spikes over holidays.
The HOW
- Promote value as add-ons to any gift to drive increased AOV.
- Continue a minimal-discounting strategy to protect profit for franchisees.
- Build out front of house merchandising to convert in-store traffic.
Edible Bakeshop includes:
Cookies – Rich’s (US) and Arytza/Otis Spunkmeyer (CA)
- 1ct (in stores only), 3ct, 6ct and 12ct premium cookies; platters of small cookies.
- US Flavors: Chocolate Chip, Sugar, and Snickerdoodle
- CA Flavors: Chocolate Chip, Oatmeal Raisin, Double Chocolate and White Chocolate Macadamia Nut.
Cheesecakes – Tennessee Cheesecakes
- 1ct, 3ct and 6ct
- Our evergreen flavor is a classic NY style cheesecake with whipped toppings and assorted fruit toppings.
- In the past, we have done LTO flavors: Pumpkin, Strawberry, Cinnamon Almond, and Heart Shaped Strawberry Swirl
Brownies – Tennessee Cheesecakes
- 1ct, 3ct and 6ct
- A new decadent triple layer brownie was introduced in Fall 2023.
- The bottom layer is a fudgy brownie with semi-sweet chocolate morsels, followed by a layer of sweet vanilla cream, topped with a rich layer of chocolate ganache.
Cupcakes – Sweet Street
- 1ct (in stores only), 4ct
- Madagascar Vanilla Bean
- Chocolate Truffle
- Celebration
Cakes – Rich’s
- 5in round pre-frosted cakes
- Chocolate Edible® Cake – double layer chocolate cake with a decadent fudge icing
- Vanilla Edible® Cake with Confetti – double layer Funfetti cake with cream cheese icing
Bakeshop products are packaged in boxes, platters, and featured on desserts boards. Each storefront also hosts a federal case that is filled with Bakeshop products for walk-in guests to purchase.
Our packaging offerings include the following:
- Treat Boxes: Petite, Small, Medium, Large Window Treat Box
- Platters: 9in and 12in
- Dessert Boards: small, medium, and large
Shelf Stable
The WHY
- Add-on revenue doubled with the introduction of shelf stable items in 2020 with an incremental revenue of $12 million.
- Top Shelf Stable performers are Plush and Bulk Chocolate.
The HOW
- Almost half of both web and in-store Edible orders include an add-on at purchase.
- As of April 2024, Edible’s current shelf stable offerings include box chocolate, bulk chocolate, gourmet nuts, gummy bears, LTO candles, and plush. We offer evergreen products and launch LTOs seasonally. We are phasing out drink mixers and pre-packaged coffee and tea.
- Shelf Stable products are featured in our Bundles, Add-ons, and Gift Boxes.
- What we look for when introducing a new Shelf Stable: current trends, eye-catching packaging, MOQ’s, retail price point, and a healthy margin for both Edible and stores.
- Stores merchandise Shelf Stable items in the front of their stores on shelves, peg boards or at the check-out counter.
PLUSH
The WHY
- Plush toys are a big trend and lends to collectability with an anticipated growth of 7.6%.
- Plush is a top add-on and elevates any bundle offering.
- Rising use of plush for therapeutics is providing new opportunities to the market. We engaged Warmies® to test this market with great success.
The HOW
- We a introducing a new teddy bear, Bobbi, in Summer 2024. Bobbi is a custom design sourced by Berry Direct. Berry also helped design a Squishmallow-type plush, Stevie the Strawberry, which launched Winter 2024.
- In 2023, we worked with premium brands Warmies® and Ty® for new LTOs with name-brand recognition. For Valentine’s Day 2023, we sold almost 33k units of their Sloth Hugs at $29.99! We launched a squishy octopus with Ty® in June 2023.
- Stores merchandise plush for easy grab and go in-store sales.
- We have worked with brands Fiesta, Warmies, Ty, and internally sourcing through Berry Direct.
BULK CHOCOLATE
The WHY
- Bulk Chocolate is used on Dessert Boards, Boxes, Platters, and within bundles to offer a continuous array of indulgence to our guests.
- Bulk Chocolate generated $3.8M in sales in 2023.
The HOW
- Gertrude Hawk is our Bulk Chocolate partner and has been onboard since 2022.
- We offer Peanut Butter Cups, Jordan Crackers, and Caramel Pecan Patties.
BELGIAN POPS
The WHY
- Belgian Pops offer a sweet chocolate treat to our Everyday Fruit Arrangements and Seasonal Offerings. We have pops for Happy Birthday, Feel Better, XOXO, and Mother’s Day.
- Belgian Pops generated $1.9 Million in sales in 2023.
The HOW
- Our Belgian Pops are sourced through Dobla.
- Belgian Pops are used within our Fruit Arrangements and as add-ons.
BOX CHOCOLATE
The WHY
- We have worked with Rocky Mountain Chocolate Factory, Ghirardelli, and Astor.
- Our current boxed chocolate offering is a 15 piece gourmet Belgian chocolate truffle box supplied through Astor.
The HOW
- Astor Chocolate is paired with our delicious bundles and featured as an add-on.
- We introduced 2 skus of Ghirardelli (Milk Chocolate Carmel Squares & Dark Chocolate Sea Salt Caramel Squares) to stores on 9/25 as an LTO.
BEVERAGES
The WHY
- The smoothie industry was valued at $12B in 2023 and is expected to grow at 9.3% from 2024 to 2030.
- Fruit-based smoothies occupy over 50% of the market with a 7% menu penetration rate.
- Available as an in-store only treat, this offering encourages in-store traffic and impulse purchasing from walk-in guests.
- In 2022 the global Non-Alcoholic beverage market was valued at $1.2T.
- Non-Alcoholic wine took up 13.4% of all Non-Alc sales, with a market worth $52M, up +23% YOY.
The HOW
Edible Beverages include:
- Smoothies (16oz) – stores repurpose fruit from arrangements to create this healthy treat. We are revamping our smoothies to launch in Summer 2024.
- Non-Alcoholic Beverages through Wander & Found
- Fresh Juices – 2025 Launch
- Bottled & Ready to drink – 2025 Launch
GOURMET NUTS
The WHY
- Gourmet nuts are an easy, indulgent snack that lends to gift-ability.
- The North America nut market was valued at $28mil in 2021 and is expected to grow to $48mil by 2029.
The HOW
- We work with Black Bow Sweets, an artisan confectionery specializing in locally sourced ingredients with upscale packaging. Our evergreen products are candied pecans and salt and pepper cashews.
- Nuts are a low-priced add on that increases our AOV without any additional labor. About half of the gourmet nut sales are through the add-on page.
- We run LTO varieties for additional seasonal sales.
CANDY
The WHY
- Introduced a NEW category to Edible in April 2023…Candy!
- Global jellies and gummies market is expected to grow to $2.79 billion in 2026 at a CAGR of 3.09%.
- Gummy brands continue to dominate the non-chocolate chewy candy market, with the category seeing double-digit growth over the last year.
The HOW
- We offer a product called VEGOBEARS (gelatin free gummy) in store on the web at a relatively low price point.
- The product can be merchandised on a peg, on a shelf, or at the check-out counter within stores.
- VEGOBEARS can be found within select bundles and as an add-on on the web.
- We are introducing a sour gummy bear with Vegobears in Summer 2024.
Balloons
The WHY
- Foil balloons are Edible’s #1 add-on product, and priced at $7, it’s an easy way to personalize a gift.
- About half of our balloon sales come from the add-on page.
- The birthday category comprises the biggest percentage of balloon sales, with 44% of balloon add-ons being birthday. The next highest category is Valentine’s Day, with 9% of all add-ons.
The HOW
- We offer 18” foil balloons and 34” golden number balloons for milestone birthdays and graduation year.
- Our 18” balloons are sold as a single balloon or in a 3-pack.
- Balloons are sold as part of a bundle and on the add-on page.
- We are also testing larger shaped balloons and latex balloons
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