Homepage - Edible Brands

Meet Our Brands

What began with Edible Arrangements® in 1999 has evolved into a family of innovative brands under the Edible Brands® umbrella. Today, we power a dynamic ecosystem of brands—each dedicated to helping people savor life in every form.

Edible.com®

Edible’s model combines a centralized ecommerce engine with a distributed franchise network. Over 80% of orders originate on Edible.com and are fulfilled by locally owned and operated stores across the U.S. and Canada. This asset-light hybrid delivers national demand capture with local last-mile execution, driving operating leverage for the brand and two revenue streams for franchisees.

#1 Most Preferred Food Gifting Brand¹

82% Brand Awareness

$242B Size of the Gifting Industry

$1.1T Size of B2B Gifting by 2028

99% Orders Delivered by Franchise Systems

Our Story

Edible Arrangements® was founded in 1999 by entrepreneur and visionary Tariq Farid, who opened the first Edible® store in East Haven, CT. The unique venture quickly evolved into a flourishing franchise empire. The company remains family owned and operated, with Somia Farid Silber at the helm as CEO since 2024.

Global Online OrderingDigital MarketplaceMobile App3P Digital StorefrontsEdible Rewards® Loyalty Program

Rōti®

With 18 corporate-owned locations open across Chicago, Washington, D.C., and Minneapolis, Rōti will accelerate its growth under Edible Brands, tapping into the company's marketing scale, technology engine, and franchise development expertise.

$45B 2025 Value of US Fast Casual Segment

$121B Est. 2030 Value of US Fast Casual Segment

47 US States with Available Territories

50% Corporate Store Growth Over the Next 12 Months

Our Story

Rōti® began in 2007 in Chicago with a mission to feed a healthier world with bold, craveable food. Since joining the Edible Brands portfolio in 2025, the restaurant concept is focused on strategic expansion through franchising.

Domestic Online OrderingMobile AppRōti Perks Loyalty Program3P Digital Storefronts

2 engines, 1 powerful platform

Together, these global, always-on, omnichannel engines drive Edible Brands’ growth and innovation. Our company is built on scalable, technology-enabled systems that empower each brand to thrive individually while benefiting from the strength of the collective.

digital

Drives eCommerce strategy across websites, apps, and third-party platforms. From marketplace innovation to customer loyalty, digital excellence powers growth across each brand in our portfolio.

brick and mortar

Leads our national network of franchise and company-owned stores. The champions of footprint expansion, local customer experience, and operational excellence.

our centers of excellence

convenient, creative, & personal

From innovation, technology, eCommerce to full-service brand/digital marketing, franchise support and global supply chain solutions, our Centers of Excellence create impact and efficiency. Led by award-winning leaders, our CoE are the fuel that scales our brands globally.

Marketing

Drives brand growth and relevance through strategy, storytelling, and performance-driven campaigns.

Store Operations

Drives retail growth through franchise development, store support, and operational coaching.

Digital & Tech

Powers digital innovation through modern tech, analytics, and ecommerce experiences.

Product & Supply Chain

Innovates new offerings and manages sourcing, logistics, and fulfillment for efficient delivery.

Finance & Accounting

Manages financial health, forecasting, and performance to fuel sustainable growth.

our promise

experiences that wow

our products

remarkably fresh

our places

interactive & creative

our people

create special moments

our purpose

celebrate what’s good in life

25+ years of transforming brands

the beginning

2009 – 2018

2019 – 2022

2023 – 2025

the future

1999 to 2008: From Shop to System

The first Edible Arrangements® store opens in East Haven, CT under the ownership of brand founder, Tariq Farid.
Franchising begins; the first Edible Arrangements® franchise opens in Waltham, MA.
Edible Arrangements® acquired and rebranded a supply-chain entity, now BerryDirect, which serves as the system-wide engine for sourcing, packaging, and fulfillment and enables scale into larger delivery networks.
Edible Arrangements® made its first national TV debut on ESPN targeting men for Valentine’s.

Edible Arrangements® launched an ahead-of-its-time website for online ordering via ediblearrangements.com, accepting internet orders for the first time and opening a new digital revenue channel.
Founder Tariq Farid's goal to open 50 stores by 2005 was wildly surpassed when he opened the brand's 500th store powered by disciplined execution, engaged franchisees, and a repeatable playbook.
Edible Arrangements® unveiled its gifting industry disruptive WOW Guarantee (now known as the Edible Guarantee), a 100% happiness promise: if an order is not perfect, we replace it or refund it.

2009 to 2018: Growth & Diversification

Edible Arrangements® launched the first generation of the mobile app, another milestone in the brand’s convenience focus for customers.
Edible Arrangements® announced the relocation of corporate HQ from Connecticut to Atlanta, Georgia.
Edible Arrangements® scaled delivery capabilities, through BerryDirect, unlocking nationwide gifting for long distance customers and stronger connections.

Edible Arrangements® opened its 1,000th store which was a defining moment in franchise expansion.
Founder Tariq Farid partnered with external investors to accelerate the growth of Edible Arrangements®

2019 to 2022: Modernization Momentum

Edible Arrangements® e-commerce and last-mile delivery capabilities accelerated, unlocking the ability to deliver to over 80% of US zip codes in under an hour.
Edible Arrangements® launched new floral and baked goods categories that now account for nearly 20 percent of the overall product portfolio, expanding the brand’s relevance and category reach.

Edible Arrangements® Third-Party Channel partnership expanded to include DoorDash, Uber Eats, ezCater and more, turning the partnerships into multi-million-dollar revenue streams for our franchise system.
Younger consumers increasingly chose Edible Arrangements® as a revamped media strategy, digital-first ordering, and new offerings reframed how they discovered the brand.

2023 to 2025: Building the House of Brands

Tariq Farid consolidated ownership by buying out outside and family investors and created Edible Brands^© to grow a multi-brand portfolio.
Somia Farid Silber, daughter of Founder and former CEO, Tariq Farid, became CEO of Edible Brands^© in October 2024, prioritizing platform-led growth, deeper personalization, and faster execution.
Edible Arrangements® unveiled a modernized brand identity - refreshing the look and feel while honoring our roots and ushering in the next generation of Edible® .
Edible Brands^© acquired the beloved restaurant concept, Roti Modern Mediterranean®, and announced plans for franchising to scale a health-forward fast-casual brand.

Edible® opened its first next-generation retail store prototype in North Haven, CT, featuring a to-go café, bouquet bar, and open kitchen concept.
Edible Brands^© announced the opening of new, non-traditional concepts for both Edible® & Roti® within Atlanta’s very own Mercedes-Benz Stadium.
Edible® launched a new digital marketplace experience on Edible.com, expanding its product portfolio to include giftable, trending brands like Ghia, Bombas, Carbone, and more.

2026 & Beyond: Accelerating Into the Future

Edible Brands^© will execute a strategic enterprise re-platforming initiative across key eCommerce, POS, and ERP systems to unlock faster scale and growth across the portfolio of brands.
Roti Modern Mediterranean® is positioned for meaningful expansion in 2026, with strong momentum in franchise development and a healthy pipeline of new restaurant openings across both domestic and international markets. This sets the stage for sustained, multi-year unit growth and reinforces the brand’s long-term scalability.

Edible® will launch a new, cutting-edge mobile app and loyalty program to further engage with both new and returning customers.
The Edible Brands^© seasoned leadership team of industry veterans is aligned on disciplined growth, operational excellence, and long-term value creation.

our leadership

Our culture rewards curiosity, encourages innovation, and fosters a spirit of collaboration across every level. We work as allies, listening, learning, and growing together, and we strive to be a trusted partner to our franchisees, vendors, team members, and communities.