The expansion and talent across the growing Edible Arrangements® franchise network has created the need and opportunity to expand our growing leadership team as well. And today that includes the important addition of Mike Rotondo as the new Chief Executive Officer of Edible Arrangements®.
Mike is only the second person to fill the CEO position, following Founder and CEO Tariq Farid who has led the organization since the company’s inception. What began as an entrepreneurial vision has grown into a global network that includes more than 1,200 Edible® locations around the world. And Mike brings more than three decades of experience growing some of the most well-known brands in the QSR industry to carry the organization to the next level as Tariq, in turn, concentrates on leading the parent company, Edible® Brands.
Having spent the last decade at Tropical Smoothie Café, the last five years as the CEO, Mike now joins Edible® as the brand evolves from a gifting focus into a gifting and treats brand also offering Dipped Fruit™, Froyo Fruit Blends™, all-natural, fresh fruit salads and other Edible® Treats. He knows how to spread goodness with everyday treats, and we look forward to his leadership as Edible® continues to serve guests in bigger ways too.