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New Edible VP wants to evolve brand’s retail footprint


Carey Malloy

Carey Malloy spent 22 years at McDonald’s in various roles, including finance director and regional controller of the Chicago region. After a stint at ConAgra Brands and becoming an empty-nester as her daughters went off to college, Malloy knew it was time to plan her next move. Move she did, all the way to Atlanta.

There she began her post as senior director of financial planning and analysis at Edible Brands, parent of Edible, known for its fruit arrangements. Promoted to VP of finance in January, Malloy is helping the brand evolve, including with products that appeal to consumers on an everyday basis versus only splurge special occasions.

“Even though we have great brand awareness, not everyone is always aware we have retail locations out there,” Malloy said, noting 70 percent of Edible’s sales come from online orders. “When I first started at Edible, I didn’t even know that our locations had smoothies. I want to evolve that retail footprint.”

Ranked No. 148 on the Franchise Times Top 200+ list, Edible has struggled in recent years, with systemwide sales down 10.3 percent from 2017 to 2018 to $501 million.
Looking ahead, Malloy wants Edible to have something for everyone, spanning the generations. With new product launches such as cheesecake, Malloy wants Edible to be the place people stop on their way to a party to pick up a hostess gift, or even just a grab-and-go treat.

“We want to wow our customers and wow each other in terms of our support. Great things will happen when you have that mentality of bringing joy to other people,” she said. “I’m looking forward to having greater span, being involved now in some strategic things up front with the business and being able to have input into those decisions.”

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Send news of promotions and new hires in franchising to Callie Evergreen, cevergreen@franchisetimes.com.

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