Edible Franchise Spotlight with Farrukh Farid


The foundation of Edible® is simple. We help people celebrate life’s most special moments. From annual family events like birthdays and anniversaries to life’s unique milestones like retirement or holiday get-togethers, our primary goal is to help people cheer these special moments with extra sweet memories and smiles! We love helping our customers celebrate, but equally as important, is we love acknowledging the stores and employees that work to deliver our products for these special events. Additionally, we pride ourselves on our entrepreneurial spirit, which remains strong with the franchise owners that work directly to provide those sweet treats in your community. As you acknowledge life’s special moments, we want to celebrate the special franchise owners that deliver the delicious fruits and sweets that our customers expect. Today, we want to celebrate Farrukh Farid and his Edible store in Hamden, Connecticut!

Farrukh purchased his Edible location in November 2017 and has been helping the Hamden community celebrate life’s special occasions! Farrukh and his team prides itself in delivering fruit arrangements and gifts that are always freshly crafted from fruit that’s grown and picked to our Fruit Expert® standards. Plus, they have the best variety of gourmet chocolate Dipped Fruit, too! Farrukh navigated the last year very well and achieved a lot of success. He recently discussed how his experience and leadership skills were used to build a $1 million store. Congrats Farrukh!

What have you done differently this year versus last year to become a million-dollar store?

It’s not what I did different last year versus this year that has catapulted our sales, but what I emphasize throughout my enterprise and throughout the years in business. I emphasize that the customer comes first, to take care of my employees, never say no, to embrace beneficial change, to figure out the best solutions to problems and put others before myself. So, when new products were introduced such as cookies, cheesecakes, popcorn, and flowers, I embraced them and did everything to make them a success. Even though there was a lot of complaints and pushback by others.

What have you done differently to engage with the community during the pandemic?

  • Helped in every way I can.
  • Donated to food pantries.
  • Thanked nurses and doctors by sending arrangements, fruit cups etc.
  • Setup systems to keep my employees and customers safe.

How did you build your customer base?

Simple, we took care of every customer as we would like to be taken care of.

What have been your most successful marketing tactics for Edible®?

Giving the customer the best service, product and price. So, when they see the product, they are wowed by it and not disappointed by the price, product or service.

What kind of culture exists in how you run your store, and how did you establish it?

I’m only as good as my employees and we are in business because of our customers. I believe if I take care of my employees they will listen and take care of the customer.

What has been your most satisfying moment as an Edible® store owner?

Not as a store owner, but as one of the founders of Edible Arrangements, I am most pleased to see so many people love our products and so many people earn a healthy living from our enterprise.

How do you define success in this industry (outside of financial)?

Work hard, be honest, don’t cheat anyone, and take the higher road whenever need be and be patient.

What advice would you give to your fellow franchisee?

Don’t be afraid to embrace change.

Who, and what, has been your greatest inspiration?

My greatest inspiration are my parents and my religion.

From all of us at Edible®, thank you Farrukh for your dedication to executing our mission and taking pride in delivering WOW-worthy gifts to the people in your community!