Company Snapshot: Edible Arrangements International Inc.
95 Barnes Rd
Wallingford CT 06492
Total Current Stores:
Edible Arrangements (EA) was founded in 1999 by Tariq Farid, the owner of a small chain of flower shops in Connecticut, and his brother Kamran. Seeing the trend toward healthier food, Tariq was able to use his florist background to craft fruit arrangements that are not only beautiful to look at but also completely edible and nutritious. The first franchised location opened just two years later in 2001.
Growth for the company has come almost exclusively through franchising, as the company maintains only one or two corporate stores at any given time. At the end of 2004, there were 57 franchised locations, and by the end of 2007 that number had soared to more than 630. The almost 1,100 store fronts currently in operation are not only spread across the United States but can also be found in Canada, Puerto Rico, Saudi Arabia, the United Arab Emirates, Kuwait, Qatar, Bahrain, Italy, Turkey, Hong Kong, and most recently Jordan. The company recently inked a deal to open shops in China and will be opening a store soon in India. Edible Arrangements also allows customers to place orders and arrange for delivery using the company’s website.
While Tariq maintains the oversight CEO role, supply chain concerns fall to brother and COO Kamran. Whenever possible, the produce used in the arrangements is sourced locally but when necessary, staple items such as pineapples and strawberries are flown in. The company also incorporates local favorites (such as dates in Saudi Arabia) into the arrangements when requested.
Arrangements are available for all occasions, from national holidays to personal milestones, as well as for some individual interests (NASCAR, Sponge Bob, Scooby Doo). Small carry-out arrangements (mostly chocolate-dipped fruit) can be purchased for $15, while larger, more elaborate ‘bouquets’ can cost $100 or more. Looking for additional revenue streams for its franchisees, EA recently introduced Fruthy’s (its proprietary line of fruit smoothies), fresh fruit salads, sundaes, parfaits, and fresh fruit beverages that allow customers to grab and go.
Edible Arrangements continues to look at new expansion and has a goal to open 200 new locations in 2012. The company’s franchising home page shows that every state has available territories, and if the past truly is prologue, finding willing operators to help EA reach its goal should not be a problem.