Clicks 2 Bricks Ep 12: Clicks 2 Bricks with Tariq Farid, Edible Brands Founder & CEO
People have been predicting the “Death of the Main Street” since the 80s but for many franchises, brick and mortar stores are key in engaging with the community that they serve. Tariq Farid, Founder, and CEO of Edible Arrangements know the power of connecting with your local area. As he explains later in this episode, he’s “built his brand on local engagement.” We open our conversation with Tariq by diving into his professional background. He shares how he learned about franchises and the importance of process from working at McDonald’s and Burger King as a teenager. Tariq then discusses how he started Edible Arrangements and how they’ve always been guided by their mission statement to “Wow you.” We chat about seizing the opportunity before Tariq unpacks what he’s been doing to innovate with his company. Reflecting on his experience at the helm, we ask Tariq about how he handled the 2008 recession compared with the current COVID crisis. His answer highlights how pivoting your business and developing the right marketing approach can help you thrive during difficult times. We touch on the valuable role that young team members play in reaching customers, differences between local and digital advertising, and why, after researching its health benefits, Tariq is stepping into the CBD industry. Near the end of the episode, Tariq provides listeners with his take on leadership and the common mistakes that entrepreneurs make when they franchise their business. Tune in to hear more from the wildly successful head of the Edible Brand.
Key Points From This Episode:
- Tariq shares details on his background and how he grew his company.
- Having the confidence to push your company forward, despite the naysayers.
- How Tariq’s products connect with people and American gift-giving culture.
- Guiding your company with a strong mission statement.
- Seeking advice; there are always people who are willing to help.
- Learning early on that every production requires a process.
- Tariq’s experience turning his business into a franchise.
- Building customer retention by always doing more than is expected.
- What Tariq is doing to reinvent his company while retaining its core product line.
- Comparing Tariq’s response to the 2008 recession and our current COVID crisis.
- Why Tariq relies on his younger staff to understand many of his customers.
- The importance of local marketing to Edible Arrangements’ success.
- How the digital landscape has shifted customer behavior.
- Hear about Edible Arrangements’ franchise system and data tools.
- Exploring Tariq’s move into the CBD industry with Incredible Edibles.
- The so-called “Death of the Main Street,” and Tariq’s take on the state of franchising.
- Why Tariq is focused on the two Ds — digital and delivery.
- Common mistakes that entrepreneurs make when they franchise their business.
- Tariq’s leadership philosophy and the benefit of working with talented people.
Links Mentioned in Today’s Episode: