Edible Arrangements Names Mike Rotondo Chief Executive Officer
Wednesday, July 11th, 2018
Edible Arrangements, the world's largest franchisor of shops offering creatively designed fresh cut fruit arrangements and all-natural, fresh fruit snacks and dipped treats, has named QSR industry veteran Mike Rotondo its Chief Executive Officer.
Rotondo, who brings three decades of experience growing some of the most well-known brands in the QSR industry to the newly created position, will be based in Edible's Atlanta headquarters where he will oversee all franchise operations.
He 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.
Rotondo has spent the last decade at Tropical Smoothie Café, the last five years as CEO, where he was responsible for the brand's strategic vision and overall franchise performance. His career spans more than 30 years in the quick-service industry and also includes key leadership roles at Wendy's International, HoneyBaked Ham and Arby's Restaurant Group.
"I've closely followed Mike's career over the past decade at Tropical Smoothie, and when the time came to bring in a CEO, I knew he would be perfect for the role," said Edible Founder Tariq Farid, who has served as the only CEO in the company's history and will now focus on growing Edible Brands, the parent company that includes technology, supply-chain and other businesses as well as the Edible Arrangements brand. "This is an exciting time at Edible and I am confident that Mike's deep experience in QSR and gifting will bring our vision of the new Edible to life."
Rotondo said Edible's strong technology base coupled with its global footprint of stores creates an ideal positioning in today's evolving marketplace.
"With more than 1,200 locations worldwide, this is one of those rare opportunities to take what is already a beloved brand and shape a new and exciting future," Rotondo said. "Everything is in place and the timing is perfect for us to move forward with adding significant new revenue streams for our brand and our franchisees."