Mike Rotondo, Edible Arrangements CEO
Edible ArrangementsNews & Press

Mike Rotondo Joins Edible as CEO

posted by Tariq Farid July 10, 2018

There have been quite a few exciting announcements here at Edible in the last few months – from our second headquarters in Atlanta to the delicious launch of our new granny smith apple donuts. These are just a few of the recent developments that point to a new energy and vibrant creative direction across our organization.

And today, I invite you to embrace another exciting announcement, as we welcome Mike Rotondo as our new Chief Executive Officer. In Mike we have a great champion for our organization. He understands, appreciates, and embraces the exciting future for our franchise network.

This is especially noteworthy as it is the first time we have brought on a CEO, as I have served in this position since founding Edible. Mike is the perfect person to take over these duties, as I move towards expanding our Edible brands.

Mike has arrived at a pivotal time for Edible, as we are in the midst of a rebranding program that will build upon our legacy and simultaneously strengthen our future position with consumers. While we will always offer Edible arrangements — it is the core of our company and the gifting business we know so well — we are in the process of offering more and more treats for our guests, including donuts, dipped fruits, and more. We are also expanding our franchise development goals, something Mike will also spearhead as he brings years of expertise and strategic vision in helping franchisors successfully advance to the next level.

And as we continue to transition into Edible’s next chapter, one thing will never change. I continue to be incredibly grateful for all of our hardworking franchisees and team members without whom our continued success would not be possible.

Maurice Welton
Edible ArrangementsFranchising and Franchisees

Honoring Veterans on Independence Day

posted by Tariq Farid July 2, 2018

Every year on the Fourth of July, in the middle of all the backyard celebrations and fireworks displays, I like to pause and take a moment to remember the great men and women who make holidays like this possible. When I moved to America as a child, I was immediately struck by the patriotism and love for this country that is celebrated every Independence Day. I honor and celebrate all the veterans who make this holiday possible. I’d also like to introduce you to some veterans I’m proud to have in our Edible family.

At Edible, we have many employees and franchisees that have bravely served our country, and I have said for years that veterans make some of the best franchisees. They offer dedicated training, organization skills, and a commitment to teamwork. These qualities are exactly what we look for in franchisees, as we need team members who are not intimidated by the daily challenges of running a business.

Two shining examples of hardworking Edible franchisees are Maurice Welton and Martinez Alexander, two veterans who now operate their own Edible locations in South Texas and Fort Bragg, North Carolina.

Maurice has been an Edible franchisee for years; after being forced to leave his home after Hurricane Katrina, he relocated to McAllen, Texas. Now, Maurice operates five successful stores and has become an important figure in his community. Maurice credits his success to the discipline he developed during his time in the military.

Martinez served for twenty-four years, before fulfilling his lifelong dream of owning his own business. Martinez now owns the only Edible store on a military base, giving members of the military and their families a way to show their love.Martinez Alexander

My enduring support for our veterans makes Edible a perfect partner for the International Franchise Association’s VetFran program, which offers small business ownership opportunities to veterans. Edible has been a proud member for years, and we are always looking to recruit more talented veterans for the Edible family.

While these brave men have shown the power of American entrepreneurship, there are many veterans returning to civilian life who bring positive values and a dedication to hard work. I encourage everyone to hire more veterans and urge all franchisors to bring more veterans into your system.

I hope everyone will join me in honoring these American heroes this Independence Day, and enjoy the holiday!

Edible Arrangements

Celebrating Dads This Father’s Day

posted by Tariq Farid June 15, 2018

As the years fly, it’s days like Father’s Day that make me realize how special our time is with those we love. It’s a day to celebrate the men in our lives who have spent their years out by the grill, in the garage fixing the car, or being our biggest fans up in the stands. Men can wear many hats, and today we tip ours to all the Fathers out there.

When I was 17-years-old I took a generous $5,000 loan from family friends to open my own flower shop. This loan would change my life, but it was the work ethic that went with it that made all the difference. And I learned a great deal about that from my father. My father worked as a machinist by day and at McDonald’s at night, all to make sure he provided for our family. To help out, I started mowing lawns and had a paper route in our neighborhood, and eventually worked my way up to a small flower shop that led me to create Edible.

Working and supporting each other was how my family stayed afloat, and that hardworking nature is what I can credit my entrepreneurial success to today. Working hard from a young age gave me the determination it took to create Edible. But on top of that, it was the support of my family that got me started on this dream. That was not only a pivotal moment for me and my career but also a shining example of the love of a parent.

Edible soccer ball Father's Day arrangement

Memories like that are reasons we should honor all the Fathers out there. To celebrate your own father this Father’s day, I am happy to share our ‘dadible’ gifts, available at all Edible locations and online. These treats feature gourmet chocolate dipped strawberries and pineapple mustaches with special packaging, custom father’s day boxes, sports-themed fruit arrangements, and more to make him the star of the day!

It’s a special feeling being a dad, so make sure to treat yours right!

Edible ArrangementsNews & Press

Celebrating National Police Week and National Donut Day with “Donut Boy”

posted by Tariq Farid June 1, 2018

When I was younger and creating Edible I never thought I’d be writing about a donut product! But here we are on National Donut Day, celebrating the launch of Edible’s brand new donuts. You might be wondering, how can fruit be a donut? These donut-shaped treats are made with crisp Granny Smith apples and covered in 100 percent real gourmet chocolate. They also come with a variety of topping choices, including a colorful chocolate glaze, sprinkles, caramelized hazelnut crunch, and coconut shavings.

Before we launched our new donuts, we wanted to give back to the community, something that has always been on my heart. A young boy named Tyler caught my attention and the Edible team thought the upcoming National Police Week would be the perfect opportunity to partner with Tyler, the “Donut Boy.”

It’s customary to assume that National Police Week is a week filled with donuts. But for 9-year-old Tyler Carach, every week is National Police Week. Two years ago, Tyler saw four officers in a store, and asked his mom if he could buy them a treat. He used his allowance to buy donuts for the officers, who were incredibly grateful. His mom explained that they were so happy that someone took time to thank them. This small purchase sparked Tyler’s country-wide donut mission to thank every officer in America. Since his first purchase Tyler, now known as “Donut Boy,” has traveled to more than 27 states and personally handed out over 60,000 donuts to police officers. He says “I donut need a reason to THANK a cop” and posts across all of his social media accounts highlighting his travels.

Tyler Carach "Donut Boy" celebrates National Police Week with Edible

Edible was fortunate enough to create a special partnership with Tyler as he was set to honor Minnesota Police Officers for the special week. Claudine, one of our local Edible franchisees, worked with him to offer our brand-new donuts before they were introduced nationwide. Together, Claudine and Edible donated dozens of the new donuts to Tyler to help assist with his deliveries and mission to thank every officer at the Minneapolis Police Department, Roseville Police Department, and St Paul Police Department.

Hearing Tyler’s story reminded me of the creativity and imagination that childhood brings to youth all over the world. It takes creativity, passion and a selfless heart like Tyler’s to envision such an honorable dream of delivering donuts to thank police officers nationwide. Looking through his photos and watching videos of him traveling across the country, it’s easy to spot the heart for service Tyler so clearly has. I’m honored that Tyler let Edible be a small part of his journey in Minnesota and I look forward to seeing him continue to follow his dreams. I have a suspicion they will take him far!

Finally, I have to remind you that Edible donuts are available in stores across the country. As a special treat to WOW you this Friday, participating Edible locations are offering a FREE donut to customers! Find your local Edible store here and treat yourself!

Edible ArrangementsTariq Farid

Celebrating “Momible” Moments this Mother’s Day

posted by Tariq Farid May 9, 2018

I try to take every opportunity I get to honor my Mother. Throughout my life she was always an incredible supporter. No matter how big my dreams got, she was always there to not only share words of belief and encouragement, but also to lend a helping hand whenever I needed one.

It’s because of her encouraging words and helping hands that Edible ever got started. When everyone told me this idea I had would never work, she gave me the confidence I needed. She always told me that she knew I was headed for something big. When I was in high school trying to get my business off the ground, it was my mom who worked in the shop until I could get home from school. It’s that kind of unwavering support that allowed my dreams to come true.

Fast forward to many years later, Edible is now a flourishing franchise with over 1,200 locations around the world. None of this could have been possible without every piece of advice my mom shared and every hour she spend helping me to assemble my first arrangements. It turns out that moms really do know best, and I’m so glad I listened to mine!

Each year as I reflect on the influential role my mother had in my life, I look for ways to honor her and share her legacy. This year I found a special way to do just that.

Timely for Mother’s Day, you probably noticed that last week Edible kicked off an “ible” campaign to help celebrate both the small everyday victories and life’s most precious moments. As the campaign will show, there are many “ibles” that Edible compasses. Edible is shareible, giftible and lovible. But, my favorite by far is that Edible is momible.

To celebrate this, we visited a place where every day is Mother’s Day. We visited three hospital maternity wards, bringing “Deliveries for Deliveries” to help welcome new bundles of joy in the most lovible and momible way we can, with a sweet surprise!

 

As this video shows, the momible bond is something very special. I’m thankful to have had such a strong one, and I love celebrating these kind of momible moments!

I hope you spend the weekend to honor and cherish the special women in your life in a momible way.