Since when has Flowerama offered franchises for freestanding centers?
Flowerama Franchise · 2024 FDDAnswer from 2024 FDD Document
Since 1970, we have operated company-owned retail floral centers in enclosed shopping malls. From 1972 until July 1990, we sold franchises for the operation of Flowerama retail floral centers in enclosed shopping malls. We no longer operate franchises located in enclosed malls. In 1986, we opened a companyowned retail floral center that was not located in an enclosed shopping mall. We called this our freestanding center. We have offered franchises for freestanding centers since April 1988. The freestanding franchise center was readily accepted by our franchisees and soon became the focus of our future development. Rather than continue franchise development with two types of centers, we chose to discontinue the enclosed mall franchise center. We have not offered franchises in any other lines of business.
Source: Item 1 — THE FRANCHISOR, AND ANY PARENTS, PREDECESSORS, AND AFFILIATES (FDD pages 7–11)
What This Means (2024 FDD)
According to Flowerama's 2024 Franchise Disclosure Document, the company has been offering franchises for freestanding centers since April 1988. Prior to this, Flowerama focused on retail floral centers located in enclosed shopping malls, offering those franchises from 1972 until July 1990, though they no longer operate or franchise those locations. In 1986, Flowerama opened a company-owned retail floral center that was not in an enclosed shopping mall, which they called their freestanding center.
The shift to freestanding centers came as the company recognized the potential and acceptance of this model among franchisees. Flowerama decided to concentrate on developing freestanding franchise centers and discontinued offering franchises for enclosed mall locations. This strategic decision reflects a change in consumer preferences or market conditions that favored the accessibility and visibility of freestanding locations over those within shopping malls.
For a prospective franchisee, this history indicates that Flowerama has adapted its business model over time to align with market demands. The focus on freestanding centers suggests a strategy to provide greater convenience and potentially lower operating costs compared to mall-based locations. It is important for potential franchisees to understand the reasons behind this shift and how it impacts the current franchise offering, including location selection criteria, operational requirements, and overall profitability.