News

Edible Brands promotes COO to president to evolve system to include QSRs

January 17, 2020

Edible Brands has promoted COO Cheikh Mboup to also serve as president of the well-known company, which is currently undergoing a systemwide evolution beyond its Edible Arrangements gifting and arrangements businesses to a true quick-service brand, a news release said. 

"During his tenure at Edible, Cheikh has influenced almost every area of operations, real estate, construction and more," Edible founder and CEO Tariq Farid said in a news release. "His depth of experience and knowledge of our network will be critical in guiding our amazing franchisees through this evolution and helping them expand Edible's presence within their local communities."

Mboup's top priorities as president and COO will focus on implementing the expanded Edible menu across the system as well as the rollout of a new Edible store prototype, with a flagship location expected this year. Prior to his new role, Mboup served several years as vice president of operations, construction and real estate for Edible as well as head of operations for the Edible network in the United States. He first joined Edible after a career with his own multi-unit restaurant organization in the Northeast U.S.

"We are more than arrangements, and our menu already reflects that. We are also more than e-commerce and our brick-and-mortar strength already reflects that," Mboup said in the release. "My focus will be on helping franchisees take advantage of the full Edible experience to capture more market share as we advance beyond gifting by offering a growing variety of wholesome foods for immediate consumption both on and off premises."

Today, the Edible brand has expanded to include dipped fruit, Froyo fruit blends, all-natural, fresh fruit salads and other items. In addition, the organization recently announced a partnership with Rocky Mountain Chocolate Factory to begin offering its gourmet premium chocolates and Edible recently debuted its Incredible Edibles hemp-derived CBD product line that includes smoothies and chocolate-dipped fruit at select locations. Edible Brands now has more than 1,100 locations worldwide.