Fruit Was Just the Beginning: How Edible’s Innovative Approach to Gifting Promises a Sweet Future for Consumers

Edible (formerly Edible Arrangements) is largely known for its classic fresh fruit bouquets — a colorful container full of daisy-shaped pineapple, melon wedges, cantaloupe and chocolate-covered strawberries on skewers. These festive creations proved to be a sensation, forever changing the gifting industry. But today, Edible wants to be known for more than its fruit arrangements: Modern locations offer everything from baked goods and flowers to dessert boards and the brand’s iconic chocolate-dipped arrangements. Now, with a "NextGen" store 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?

“In our business, customers return to you for both joyous and sad occasions,” said Edible Founder and CEO Tariq Farid. “Customers share parts of their lives with you and form a lasting connection. The first business I opened was a flower shop and my mom always stressed the importance of prioritizing the customer over monetary gains. She had a unique way of interacting with customers, asking about their wife's or girlfriend's favorite color and adding a personal touch to their purchases with a colored ribbon. People don't remember the cost — they remember how you made them feel.”

A Consumer-Centric Approach from Day One

Edible's journey from a modest shop in Connecticut to an international gifting destination highlights its focus on consumer preferences and trends.

Farid embarked on his entrepreneurial path at just 17 with a local flower shop in Connecticut. The game-changing moment in his career came in 1999 when he identified a unique market opportunity that blended America's growing love for fresh fruit, specialty foods and indulgent gifting. This led to his innovative concept: not just floral arrangements, but ones you could eat. Thus, Edible Arrangements.

After that innovation, the company experienced rapid growth, and today boasts nearly 1,000 locations worldwide. With a mission to make a lasting impact on each and every customer, Edible Arrangements became a household name.

“I remember my mother advising me to stop running after money, as it runs really fast and you'll never catch up,” said Farid. “Instead, she told me to do the right thing and it'll chase me. She emphasized making the customer's experience amazing. It was not about the money, but taking care of the customer.”

The Next Generation of Gifting and Self-Indulgence

While Edible has been focused on innovation for years, the origins of the recent NextGen prototype can mostly be traced back to the COVID-19 pandemic.

“For the first six weeks, we thought: It's game over — we were an experiential brand focused on in-person sales,” said Farid. “But then our sales went up 40% as loved ones started sending each other more gifts because they couldn’t see each other in person. For the next year and a half, our sales went crazy.”

The company also began selling boxes of whole fruit and vegetables, allowing locations to remain open during the mandated closures. Essentially, Edible became a “one-stop shop” that attracted customers with a wide variety of offerings, easily accessible through a fleet of delivery drivers. The brand’s robust online ordering platform also aided in this transition. Today, Edible boasts the ability to complete deliveries within an hour to 80% of U.S. households.

Now, Edible's NextGen store prototype aims to combine the best of both worlds: a tech-forward approach in a modern retail space that encourages human interaction — a futuristic haven for gifting, catering and even treating yourself. The compact, tech-savvy stores promise a unique and personalized shopping experience. Here, customers can savor a coffee, grab a smoothie or choose from an array of treats and gifts, all under one roof. The NextGen store will offer franchisees a business model that leverages the steady stream of online sales with an enhanced in-store experience

“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.”

A Brand Evolving with Its Customers

Edible's journey has always been about more than just business — it's about growing with and for its customers. Farid's inspiring story of embracing his entrepreneurial spirit as a teenager and building a brand that resonates with people’s lives and celebrations is at the heart of Edible’s ethos.

“Our brand has weathered various storms over the past 25 years,” said Farid. “Our sales always remain steady because celebrations will always continue. We're now pivoting our brand cautiously and methodically, ensuring we maintain the essence that has made us successful so far. The aim is to revamp our stores and embrace the exciting journey that lies ahead.”

With a vision to revamp stores and integrate advanced technology, the brand is set to redefine convenience, personalization and delight in not only the gifting industry, but in the retail experience at large. For consumers, Edible’s evolution signifies a future where every occasion, big or small, can be celebrated with ease, joy and a touch of sweetness.

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