For Chicagoland entrepreneur Don Law, the success of his EDIBLE ARRANGEMENTS® enterprise—and the EDIBLE ARRANGEMENTS® franchise in general—is all about love. (continued below)
“We have a great opportunity [as franchisees] because we generate such strong positive emotions with consumers,” he explains. “The product resonates with consumers like nobody’s business. If you go and survey 100 people tomorrow, I will bet you that if you brought up Edible Arrangements, at least 70 to 80 percent will use the word ‘love’ in their description. That’s a very powerful word and emotion. When they can talk about your brand in that regard, they’re going to be extremely loyal to you and what you do.”
Don knows a thing or two about the mechanics of brand loyalty, having spent more than 20 years in the franchising business. While still in high school, he was working for a chain of McDonald’s restaurants in the Chicago area, eventually making his way up to store manager. After seven years with the organization, he went back to college, and after graduation took a position with Wendy’s International, where he spent another seven years, and ascended to an executive position. Following a string of other stints, including time spent at Dunkin Donuts, Don decided to start his own business.
Citing a number of positives, including a highly dependable operating system and unique product, Don chose the EDIBLE ARRANGEMENTS® franchise. Now, he’s able to live comfortably and chart his own course. In short, it’s the fulfillment of a lifelong goal. And once the first store began to really thrive, that opened the door to successful multi-unit ownership.
“Everybody likes having control of their own destiny,” he says. “I was at a point in my professional career where things were happening that I didn’t feel like I had a lot of control over. I liked my lifestyle and was finding it difficult to sustain it. I had to either adjust my goals and desires, or take a little greater risk. So I did the latter. I had spent 20 years working with franchisee business models, and I knew what it took to be a successful entrepreneur.”
Don now makes his living selling a product he knows is loved by the public. Working with EDIBLE ARRANGEMENTS® has brought happiness to his life, and he’s more than willing to pass it along to his many satisfied customers.