Edible Brands
Edible Brands is a family-owned, Atlanta-based holding company operating Edible Arrangements (franchise gifting, 1,000+ stores), Roti Modern Mediterranean (fast-casual dining, 18 corporate locations plus franchising), and Edibles.com (hemp wellness marketplace), unified by a centralized eCommerce and last-mile delivery platform serving consumers, corporate gifting buyers, and franchisees across North America and the U.K.
- Company typePrivate
- Founded1999
- HeadquartersSandy Springs, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Edible Brands does
Edible Brands is a private, family-owned holding company headquartered in Atlanta, Georgia that operates a multi-brand consumer portfolio anchored by Edible Arrangements, the #1 Most Preferred Food Gifting Brand (82% aided awareness) founded in 1999 by Tariq Farid. The company runs an asset-light hybrid commerce model in which over 80% of Edible Arrangements orders originate through its centralized eCommerce engine (Edible.com) and are fulfilled by a distributed franchise network of 1,000+ locally owned stores across the U.S. and Canada, supported by the wholly-owned BerryDirect supply chain and Netsolace technology platform. In February 2025, Edible Brands acquired Roti Modern Mediterranean out of bankruptcy to anchor a fast-casual Mediterranean dining vertical with 18 corporate locations across Chicago, Washington D.C., and Minneapolis, and is actively franchising the brand into 47 U.S. states with stated 50% corporate store growth over the next 12 months. The portfolio further includes Edibles.com, an online and now physical retail marketplace for hemp-derived THC and wellness products that opened its first flagship store in Atlanta's Inman Park in April 2026.
Revenue is generated through a mix of franchise royalties and fees, corporate store sales (Roti and select Edible locations), marketplace and third-party delivery commissions (DoorDash, Uber Eats, Grubhub, ezCater), BerryDirect supply chain margin, Netsolace technology services, and direct Edibles.com retail and eCommerce sales. Customer segments span individual gift-givers, B2B corporate gifting buyers (a market projected to reach $1.1T by 2028), fast-casual diners, and hemp wellness consumers. The company is led since October 2024 by CEO Somia Farid Silber (Tariq Farid's daughter) alongside an executive bench drawn from Domino's, Krystal, CKE, MGM Resorts, Restoration Hardware, and DLA Piper, with the family retaining full ownership through parent BroadPeak Capital Group. Recent strategic priorities include AI-driven personalization (the Build Your Own Gift feature contributed to a $5 year-over-year AOV increase), the June 2026 launch of a redesigned mobile app with the four-tier Edible Rewards loyalty program, Roti's international entry into the United Kingdom in June 2026, and continued platform-enabled franchise expansion.
Edible Brands firmographics
Firmographics- Name
- Edible Brands
- Legal name
- Edible Brands, LLC
- Website
- https://ediblebrands.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Edible Brands is a family-owned, Atlanta-based holding company operating Edible Arrangements (franchise gifting, 1,000+ stores), Roti Modern Mediterranean (fast-casual dining, 18 corporate locations plus franchising), and Edibles.com (hemp wellness marketplace), unified by a centralized eCommerce and last-mile delivery platform serving consumers, corporate gifting buyers, and franchisees across North America and the U.K.
- Ownership category
- akta.pro rank
Edible Brands industry classification
Industry- Product category
- Food Gifting & Hospitality
- NAICS
- Baked Goods Retailers (445291), All Other Specialty Food Retailers (445298), Ice Cream and Frozen Dessert Manufacturing (311520), Specialty Food Retailers (4452)
- SIC
- Bakery Products (2050), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Online Bakery & Desserts Delivery (CRAHAIAK)
Keywords
Where Edible Brands is headquartered
LocationHeadquarters
- HQ city
- Sandy Springs
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Edible Brands business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Edible Arrangements Product Sales: Direct product sales through owned eCommerce (ediblearrangements.com), mobile app, and franchise stores. Revenue from fresh fruit arrangements, dipped fruit, baked goods, premium florals, and desserts.
- Franchise Royalties and Fees: Franchise development generates fees from new franchisees. The franchise system processes 99% of orders, creating recurring royalty streams for the brand.
- Third-Party Marketplace Commissions: Revenue from DoorDash, Uber Eats, Grubhub, and Easy Cater partnerships. These third-party channels generate multi-million dollar revenue streams for the franchise system.
- Roti Modern Mediterranean Restaurant Sales: Corporate-owned and franchise restaurant sales from 18 corporate locations in Chicago, Washington D.C., and Minneapolis. Revenue from bowls, salads, wraps, pitas, and sandwiches.
- Edibles.com Hemp Wellness Sales: E-commerce and retail sales of hemp-derived THC and wellness products through the Edibles.com marketplace and flagship store in Atlanta's Inman Park.
- Edible Rewards Loyalty Program: Points-based rewards program generating customer retention and repeat purchases with tiered membership benefits.
Go-to-market motion3 records
Distribution channels8 records
Marketing channels8 records
Edible Brands product offering
Product offeringCore offering
Edible Brands is a multi-brand food gifting and restaurant holding company operating Edible Arrangements (fresh fruit arrangements, dipped fruit, baked treats, and floral gifts), Rōti Modern Mediterranean (fast-casual Mediterranean restaurants), and Edibles.com (an online hemp wellness marketplace aggregating third-party brands). The company pursues an asset-light hybrid model combining company-owned retail, franchised stores, centralized eCommerce, and a vertically integrated supply chain via BerryDirect.
Product overview
Edible Brands operates as a multi-brand portfolio company with two primary consumer-facing brands: Edible Arrangements (gifting) and Rōti Modern Mediterranean (fast-casual dining), supported by an eCommerce platform (Edible.com), a hemp wellness marketplace (Edibles.com), and internal technology/supply chain capabilities (Netsolace, BerryDirect). Edible Arrangements combines a centralized eCommerce engine with a distributed franchise network, offering fruit arrangements, flowers, and baked goods. Rōti provides Mediterranean cuisine through corporate and franchise locations. The company leverages AI-driven personalization in its mobile app and 'Build Your Own Gift' feature to drive average order value growth.
Differentiator
Problem solved
Functional benefit
Products and services
- Edible Arrangements Brand offering fresh fruit arrangements, chocolate-dipped fruit, baked treats, dessert cups, smoothies, and fresh flowers marketed primarily as gifts for individual and corporate occasions; fulfilled through company-owned stores, franchise locations, and direct-to-consumer eCommerce with same-day or one-hour delivery.
- Rōti Modern Mediterranean Fast-casual Mediterranean restaurant concept serving customizable salads, rice and grain bowls, pitas, laffa wraps, kebabs, and rotisserie items; targets urban and suburban lunch-and-dinner diners through company-operated and franchised locations with in-store, pickup, and third-party delivery orders.
- Edibles.com Online hemp and wellness marketplace that aggregates third-party brands such as Cann, Wana, Wyld, and Scofflaw Brewing alongside Edible-branded hemp-infused products; sells gummies, beverages, and other hemp-derived wellness items to adult consumers through direct eCommerce.
Quantifiable outcome
- $5 year-over-year AOV increase from AI-driven personalization and Build Your Own Gift feature
- +3 more outcomes
Companies that use Edible Brands
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Edible Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability2 records
Feature5 records
Edible Brands partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, minor and flagship.
- FundaycoreCreative agency partnership for new brand campaign 'We Can Arrange That' introducing 'Eddie' brand persona as gifting concierge.
- CannminorNational hemp brand featured at Edibles.com flagship store in Atlanta, representing curated product assortment strategy.
- WanaminorNational hemp brand featured at Edibles.com flagship store alongside Cann, Wyld, and local partner Scofflaw Brewing.
- WyldminorNational hemp brand included in Edibles.com curated product mix at flagship retail location.
- Scofflaw BrewingminorLocal Atlanta partner brand featured at Edibles.com flagship store, emphasizing community engagement and local brand curation.
- Mike's Hot HoneyflagshipLimited-time Hot Honey Harissa menu collaboration featuring Mike's Hot Honey in Roti's first-ever sandwich offering. Developed by Chef Manny McCarter's winning recipe from employee culinary competition.
- Blaze PizzaminorFellow franchise brand collaborating on culture and franchise team building at Restaurant Franchising and Innovation Summit.
- Farmer BoysminorFellow franchise brand participating in Restaurant Franchising and Innovation Summit session on culture and profitability.
- NashcoreLast-mile delivery partnership enabling product delivery up to 70 miles while maintaining freshness. Part of multi-carrier strategy with Uber Direct and Roadie to extend reach.
- Uber DirectcoreLast-mile delivery partnership extending product delivery reach up to 70 miles. Combined with Nash and Roadie partnerships to maximize geographic coverage.
- RoadiecoreLast-mile delivery partnership contributing to 70-mile delivery reach capability. Part of strategic carrier network ensuring product freshness.
- DoorDashcorePrimary third-party delivery marketplace generating multi-million dollar revenue streams for franchise system. Available for both Edible Arrangements and Roti locations.
- Uber EatscoreThird-party marketplace channel for Edible Arrangements and Roti. Combined with DoorDash and Grubhub for expanded delivery coverage.
- GrubhubcoreThird-party delivery platform for Roti ghost kitchen and restaurant locations. Enables delivery-first growth model.
- Easy CaterminorCorporate catering aggregator platform serving B2B gifting market. Part of marketplace channel expansion strategy.
Scale indicators14 records
Recent moves10 records
Expansion highlights6 records
Edible Brands competitors and assessment
Company assessmentDirect peers
- 1-800-Flowers.com: Multi-brand gifting and floral platform with a comparable franchise/licensed florist network and a similar focus on celebratory gifting occasions. Operates brands like Harry & David, Cheryl's Cookies, and Shari's Berries that directly overlap Edible's dessert and gifting categories.
- CAVA: Fast-casual Mediterranean restaurant chain with customizable bowls, pitas, and salads—the most direct competitor to Roti's menu and operating model. CAVA's recent public market multiple provides a relevant read-across for valuing Roti's fast-casual trajectory.
- Harry & David: Premium food and fruit gifting brand (now under 1-800-Flowers.com) selling gift towers, baked goods, and dessert assortments directly to consumers via owned eCommerce—the closest peer in Edible Arrangements' premium gifting category.
- The Bouqs Company: Direct-to-consumer floral and gift delivery platform with an online-first model—comparable to Edible.com's approach of digital demand capture with distributed last-mile florist/gift execution.
- Mrs. Fields: Iconic cookies-and-baked-goods gifting brand with eCommerce, franchise/licensed retail, and a similar focus on celebratory gifting occasions—overlapping Edible Arrangements' baked treats category and franchise delivery footprint.
- Sugarfina: Premium candy and confectionery gifting brand with a similar premium, giftable positioning and direct-to-consumer eCommerce focus that intersects Edible's dessert and gifting assortment strategy.
Emerging players
- Tropical Smoothie Cafe: Fast-growing franchise fast-casual concept with similar franchise-led unit economics to Roti's planned expansion model. Relevant read on franchise system health, royalty streams, and multi-state unit growth.
- Frutta Bowls: Specialty açaí/fruit bowl franchise concept with a similar fresh-fruit, customizable, gifting-adjacent positioning to Edible Arrangements and a comparable franchise expansion model.
Broad incumbents
- Shake Shack: Large public fast-casual chain with company-owned and licensed expansion across the US—provides a broader frame of reference for unit economics and growth multiples applicable to Roti's franchise build-out.
- Chipotle Mexican Grill: Largest US fast-casual operator with customizable bowls/wraps at scale. While not a Mediterranean peer, it anchors the category's growth thesis ($45B→$121B by 2030) that Roti is attempting to capture.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Edible Brands social profiles
Digital presenceEdible Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Edible Brands leadership team
Management profileNumber of profiles
Profiles7 records
Edible Brands subsidiaries and ownership
Company hierarchySubsidiaries5 records
Edible Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Edible Brands M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Edible Brands
What does Edible Brands do?
Edible Brands is a multi-brand food gifting and restaurant holding company operating Edible Arrangements (fresh fruit arrangements, dipped fruit, baked treats, and floral gifts), Rōti Modern Mediterranean (fast-casual Mediterranean restaurants), and Edibles.com (an online hemp wellness marketplace aggregating third-party brands). The company pursues an asset-light hybrid model combining company-owned retail, franchised stores, centralized eCommerce, and a vertically integrated supply chain via BerryDirect.
Is Edible Brands a public or private company?
Edible Brands is a private company. It is classified as family owned and is currently operating.
When was Edible Brands founded?
Edible Brands was founded in 1999. It employs 51 to 100 people.
Where is Edible Brands based?
Edible Brands is headquartered in Sandy Springs, United States, in the North America region.
How does Edible Brands make money?
Six revenue lines are on record. Edible Arrangements Product Sales are the primary driver. The others are franchise Royalties and Fees, third-Party Marketplace Commissions, roti Modern Mediterranean Restaurant Sales, edibles.com Hemp Wellness Sales and edible Rewards Loyalty Program.
Who are Edible Brands's main competitors?
Direct peers on record are 1-800-Flowers.com, CAVA, Harry & David, The Bouqs Company, Mrs. Fields and Sugarfina. Emerging players are Tropical Smoothie Cafe and Frutta Bowls. Broad incumbents are Shake Shack and Chipotle Mexican Grill.
Does Edible Brands have an API?
No public API is recorded for Edible Brands.
What industry is Edible Brands in?
Edible Brands's product category is Food Gifting & Hospitality. Its primary akta.pro industry code is CRAHAIAK, Online Bakery & Desserts Delivery. Its NAICS code is 445291 and its SIC code is 2050.