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 Carissa Ganelli president of Edible.com.
At Edible, Ganelli will oversee e-commerce and technology, the company’s largest operating division, as the brand evolves to augment its gifting business with treats for everyday occasions. Her responsibilities will include e-commerce operations, technology infrastructure, digital products and programs, and development of emerging technologies.
Under Ganelli’s leadership, Subway’s e-commerce revenue doubled, app downloads tripled, and loyalty member enrollments increased tenfold. She also led the launch of Subway’s new highly-rated mobile app, launch of Subway’s international loyalty program, the development of its voice ordering system as well as other digital marketing and operational tools.
“I am a long-time Edible Arrangements customer and I am excited about this unique opportunity to play a role in leading such an iconic brand into its next phase of growth,” says Ganelli, who, prior to joining Subway was a VP Digital Strategy at Digitas, and founded LightningBuy, a mobile commerce startup. “Technology has played a critical role in the global expansion of Edible from the beginning and I look forward to helping our franchisees take full advantage of new, exciting advances of the rapidly evolving digital world to grow their business.
When Tariq Farid founded Edible Arrangements in 1999, he realized the potential of what was then a still emerging internet as a way to grow his brand and separate himself from competitors. Two decades later, Edible has nearly 1,200 franchise locations worldwide and is embarking on a major evolution of both its retail and online presence called Edible 2.0.
“In Carissa, I see someone with a similar vision of where technology is going and how we can best use it to build a stronger and more vibrant franchise system and brand,” adds Farid. “This is an exciting time at Edible and Carissa is the perfect person to help us understand the full potential of new and developing technologies as we bring the next phase of Edible to life.”