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Consumers on the Move: The Need for a Mobile Strategy

posted by Tariq Farid June 6, 2012

We’ve heard the warnings: Ignore the mobile space at your own peril. Simply put, any company that isn’t moving toward putting a mobile strategy in place has their head in the proverbial sand. And here at Edible Arrangements, we’ve never been accused of that.

An interesting article posted this morning on (“Why Mobile Will Dominate the Future of Media and Advertising”) points out what a lot of us have been thinking: We’re about to enter a world in which tablets and smartphones will outnumber PCs. This is the moment to embrace this swiftly growing medium.

“We are actually beginning to enter the golden age of mobile,” writes Atlantic columnist Richard Ting. “How we experience life, relationships, entertainment, education, exercise and work has been completely transformed because of mobile.”

With consumers currently spending 10 percent of their media attention on their mobile devices, and experts predicting that tablet sales will exceed PC sales within the next 2-3 years, it’s hard to dispute what he, and many others, has been saying. Global internet usage is poised to double by the middle of the decade, led by mobile usage.

This an exciting time, and Edible Arrangements is capturing that excitement this month with the official launch of our mobile optimized website. Starting June 14, anyone navigating to from their mobile device will be directed to the mobile version of the site. It’s a bold new step for us, and one that we promised our franchisees last year at our annual convention.

From now on, mobile users will have a whole new way to interact with us, browsing for items and purchasing products with ease. With one in five (and rising fast) of our customers using their mobile phones to access our website to place their order, it was the logical thing to do.

We expect it to be a great way to drive sales over the summer (and take advantage of our Sweet Savings Celebration promotions all summer long), and we also plan on continuing to streamline the site leading into the holiday season at the end of the year. In the meantime, try the mobile site in just one week’s time and let us know what you think.

The world is changing at a very rapid pace, and businesses must work harder than ever to keep up. In the end, the returns are worth it. At Edible Arrangements, we’re committed to WOWing our customers—as well as our franchisees—it’s something we simply must do, and take pride in doing. I’m excited to be a part of it, and once you see our new site, I think you will be too.

Edible Arrangements Mobile Consumer Website


Moving Your Brand Forward

posted by Tariq Farid April 27, 2012

Every company no matter the size or age needs to evaluate their ‘brand’ continuously to determine its customers’ and the publics’ perception of it. In the eyes of the consumer, what does your company stand for and is there an emotional connection to your company and its product(s)? Does your company have a brand personality that is clear and connects with customers?

These are weighty questions and are not easily answered. It takes a lot of effort and time to build a company’s brand personality, but it’s time that every business needs to spend in order to grow and be successful. At Edible Arrangements, building a brand that emotionally resonates with the public has been a slow, purposely so, yet steady progression as we didn’t want to move to fast and leave the customer confused. The big question facing us –as it does every company –is how to go about doing this. In addition to its internal culture and social footprint, topics I will discuss in future blog posts, a company’s marketing, advertising and promotional campaign has a tremendous impact and affect in building a brand personality that consumers can quickly identify and connect with.

When my brother and I first started Edible Arrangements in 1999 and even when we sold our first franchise in 2001, we didn’t have the money to advertise. What we were able to do, and still do as it’s the cornerstone of our success, was focus on giving the best customer service possible with the hope that positive word of mouth would create a buzz and interest. From the start, people were “wowed” by our product and service and told their friends and family. As the company grew, we started advertising slowly, dabbling in print and online by creating our web site. Over the years we marketed and advertised a little more as we still didn’t have much money and in 2008 we started a national television advertising program to help introduce Edible Arrangements to everyone.

Still working with limited resources, the goal of the first few years was to educate the consumer about Edible Arrangements and our products. A lot of people didn’t know what we did or what we sold so for television to be effective we had to inform the public first and build our brand awareness. So for the past four years we took a very functional approach to our advertising.

We always knew that eventually we would have to change this approach, evolve our messaging and move to the next step in building our brand through marketing and advertising. We patiently waited as our brand awareness began to increase and the consumer started becoming familiar with Edible Arrangements. Now that consumers understand what we do, it’s time to show them who we are as a company. We need to create a brand personality that emotionally connects with consumers.

Our first phase of communicating Edible Arrangements brand personality begins this Saturday, April 28. On this date, we are launching a brand new television campaign –a new TV commercial for Mother’s Day – that showcases the magical world of Edible Arrangements and matches our unique products with specific occasions. For the new campaign, we enlisted an amazing ‘artist’ named Carl Warner to create visually inspiring and engaging fruitscapes –our own magical worlds of Edible Arrangements made mainly out of fruit, the same fruit we use in making our arrangements and Edible To Go products. We also feature four of our amazing franchisees in the series of spots that bridge the fictional world with the real world where our franchisees continue the magical experience of creating our products through delivery to our customer. We also for the first time created our own jingle, our new tagline –“Make Life a Little Sweeter with Edible Arrangements.” My children cannot stop singing it, and I hope it has the same effect on you. Click Here to go to Edible Arrangements consumer website to view the first TV spot beginning on Saturday, April 28th.

This is just the first step of many in building our brand personality. I’m hopeful the public responds to our new television spot, as well as our new in-store window banners and other local promotional materials, and other forms of marketing that communicates our brand and explains who we are. I hope I was able to give you some insight into what Edible Arrangements has done and is doing to build an effective brand that can translate to your company or give you some ideas. No company can from the very beginning be impatient and jump to the finishing line. Rather, think ahead, set clear goals of what you want to accomplish and by taking one small step at a time take both your brand and the consumer along for a magical ride.



Edible Arrangements Blooms on Bloomberg TV

posted by Tariq Farid April 17, 2012

Tariq Farid On Bloomberg

Yesterday, Wednesday, April 18, was a special day for Edible Arrangements and all our hardworking franchisees. On behalf of Edible Arrangements, I appeared on Taking Stock with Pimm Fox, a national investment program airing on Bloomberg TV. This was a milestone for our brand as Pimm Fox is one of the most respected business reporters and hosts around, and I was honored to be on his show. It’s a dream come true for me in that this was an amazing opportunity for a national audience to learn more about Edible Arrangements, our incredible products, our franchisees and brand mission to ‘Wow You,’ and to just have the opportunity to tell our story. Please click Here to watch the video. I’ve always said you can obtain any goal or achieve your dream so long as you believe in yourself, work hard with intelligent passion, be honest and start small but dream big. Edible Arrangements was my dream only 12 short years ago, and nothing thrills me more than making so many people’s dreams of owning their own business –an Edible Arrangements franchise –and building their own enterprise come true.


Love, Marriage and Edible Arrangements

posted by Tariq Farid March 7, 2012

I always find it especially gratifying to see husbands and wives working together to start their own franchise business. In the case of Michael T., who just took over operations of the Whitby, Ontario Edible Arrangements location at the end of last month, the decision to go ahead with the venture was cemented by the approval of his closest confidante and business partner: his wife, Tracey.

While attending Edible Arrangements University (EAU) in our Wallingford, CT headquarters today, Michael had a chance to relate that in person:

“When we looked into this franchise, my wife really was impressed. She thought it was amazing, and so unique. She said we should go for this one. She was really happy, and we looked over everything carefully and both said, ‘We should do this.’”

A traveling computer consultant for many years, Michael welcomes the opportunity to be close to home instead of constantly on the road. He is also looking forward to the chance to share work responsibilities with his wife Tracey for the very first time:

“We were looking for something that both of us could do. My wife is partially disabled, and she wanted something she could help out with as well. This was a great opportunity for her, because she can work a few hours in the store doing day-to-day bookkeeping, and I can concentrate on running and marketing the store.”

And although they just joined the Edible Arrangements family, that hasn’t prevented Michael and Tracey from already dreaming up expansion plans. They hope to be able to grow the business and add a few more locations as soon as they can, and are excited to take on the new and convenient Edible to Go product line in the process.

I wish Michael and Tracey great success in their husband-wife venture, and trust they will find it to be a most rewarding experience.


Passion for the Product Is Where It All Begins

posted by Tariq Farid March 2, 2012

As I’ve said before, passion –intelligent passion – for everything you do is the name of the game if you want to be a successful franchisee, or successful in life. And sometimes, our franchisees are so passionate and enthusiastic that it even amazes me. For example, we just signed a brand new Edible Arrangements location in Chantilly, Virginia, just south of Dulles International Airport. Amazingly, our new franchisees have already signed their lease and will be starting construction very soon. Wow! Farhad, the primary owner, is anxious to open in time for Mother’s Day, which even I have to admit is an aggressive timetable to meet. However, we will do everything we can to help him meet this goal. That’s the kind of determination and dedication I look for in potential franchisees. It all stems from a passion for the product. I’ll let him explain:

“I thought it was a fascinating idea. Tariq was killing two birds with one stone: Selling arrangements that reminded me of flowers, but you could eat them! It makes people feel good, and you always have something going on during the course of the year, in terms of holidays and special gifting events. The more we researched it, the more interesting it became.”

Farhad has been in business ever since he first came to America in the 1970s, so he definitely has a nose for what works at this point. I’m personally honored that he and his partners (wife Faranak, sister-in-law Kambiz and close friends Farzaneh and Noushin ) have chosen to partner with Edible Arrangements. I have a feeling their enthusiasm will be rewarded.