Celebrating 25 Years of Edible®: A Legacy of Innovation and Opportunity

As Edible®, the innovative e-commerce hub uniquely supported by locally owned brick-and-mortar locations across the globe, commemorates its 25th anniversary, the brand reflects on its journey from a single flower shop to a global leader in the gifting industry. Founded by Tariq Farid, a Pakistani immigrant who launched his first business at the age of 17, Edible has grown to hundreds of brick-and-mortar locations worldwide. This milestone marks a moment of celebration and an exciting opportunity for new franchisees to join a brand that has continuously evolved with the times.

A Long and Winding Road

Farid's entrepreneurial journey began with a flower shop in West Haven, Connecticut. Inspired by his early work at McDonald's and with the benefit of a $5,000 loan, Farid quickly expanded his business, opening multiple locations within two years. Recognizing an untapped market that combined fresh fruit with the appeal of floral arrangements, Farid launched Edible Arrangements in 1999. This innovative concept quickly captured the hearts of consumers and set the stage for the brand's remarkable growth.

In 2001, Edible Arrangements began franchising, and by 2009, it had expanded internationally. Throughout the 2010s, the brand became synonymous with fresh fruit bouquets, establishing itself as a household name in the U.S. and beyond. In 2021, the company rebranded to “Edible,” reflecting its expanded focus on a broader range of products. 

Today, Edible is known for more than its fruit arrangements — modern locations offer everything from flowers to smoothies to beloved bakeshop items like cookies, brownies and cupcakes.

“Our expansion into other items marks a strategic move to cater to evolving consumer preferences,” said Mark Mele, chief development officer. “This expansion not only diversifies the customer base but also opens up new revenue streams for franchisees. Our goal is to position the brand as a go-to choice for celebrating big holidays and milestones and everyday moments.”

Edible's transformation from a franchise company to an e-commerce powerhouse was a key factor in its success in recent years. Leveraging a robust online ordering platform and third-party delivery partnerships, the brand maintained its connection with customers while adapting to the extraordinary events of recent years. This shift has positioned Edible as a leader in the digital retail landscape, with the majority of orders now coming through online channels.

As Edible looks to the future, it has announced a fully revamped prototype known as the “NextGen” store. With a layout that combines advanced online ordering systems, a wide array of offerings and a sleek design, Edible is encouraging guests to visit more frequently, not just for special occasions but for everyday occasions. Who says ordinary days can’t be celebratory events? 

“We want Edible to be a community spot, where every visit is an experience tailored to the customer’s needs, whether it’s for a grand celebration or a quick treat,” said Farid. “The goal is to try and find a way to integrate the personal touch we are known for into a more digital world. That is what the future of Edible is all about.”

Leadership and Innovation

Today, Edible's success is driven by a dedicated leadership team committed to innovation and growth. 

Somia Farid Silber, appointed president in 2021, has been instrumental in driving the brand's digital transformation, enhancing Edible's online presence and operational efficiency. Angela Johnson, chief innovation officer, focuses on product development and customer experience, ensuring Edible remains at the forefront of the gifting industry. Kevin Keith, chief marketing officer, leverages his extensive experience with brands like Citibank, Mercedes-Benz, UPS, Coca-Cola and OrangeTheory Fitness to enhance Edible’s market presence and brand strategy. Faraz Iqbal, chief technology officer, oversees the brand’s technology strategy, ensuring operational efficiency and technological innovation. And Mele brings over three decades of expertise in franchise development, guiding Edible’s expansion and the rollout of the NextGen store prototype.

Together, this dynamic leadership team brings a rich tapestry of experience and expertise to Edible, driving the brand’s continuous evolution and success. 

Why Now is the Time to Invest in an Edible Franchise

With 25 years of experience, Edible offers a proven business model, a strong brand reputation and a forward-looking vision. The total investment necessary to begin operation of an Edible Franchise ranges from $240,000 to $531,000, including franchise fees. According to the brand’s 2024 FDD, average gross sales for Edible businesses open for more than three years are $596,020.

By investing in Edible (which has been a leader in the gifting business since 1999), owners have peace of mind knowing that very few competitors have the same kind of household-name reputation in the category. Every aspect of the business, including technology, equipment, supplies, patents and trademarks, is proprietary and vigorously protected.

“Prospective franchisees can take advantage of the fact that we have been around for 25 years,” said Mele. “This established name, in combination with our constant innovation, creates an unparalleled opportunity to further enhance brand visibility in the marketplace.”

Overall, Edible's decades-long commitment to innovation, quality and customer satisfaction makes it an exciting franchise opportunity. The brand's ability to adapt and thrive in a changing world, coupled with its strong support for franchisees, positions it as a leader in the $242 billion global gifting market.

For more information on franchising with Edible, visit: https://1851franchise.com/edible.

About Edible® 

Founded in 1999, Edible® has revolutionized the gifting industry, uniquely leveraging the synergistic power of an innovative e-commerce hub and locally owned brick-and-mortar locations across the globe. Edible's platform seamlessly blends the convenience of online shopping with a vast retail footprint that services over 80% of U.S. households within an hour. Expanding beyond its iconic fruit arrangements, Edible has a range of offerings, including delectable dessert boards, cookies, brownies, cakes, farm-fresh flowers and more – perfect for every celebratory occasion and any treat-yourself moment. For more information, visit edible.com.