WALLINGFORD Conn. Edible Arrangements, which makes and sells fresh fruit arrangements, said it has launched a quick-service restaurant concept it plans to franchise nationally.
Called Frutation by Edible Arrangements, the restaurant will feature grab-and-go items, including fresh fruit smoothies and juices, fruit and green salads and dipped fruit items.
Edible Arrangements said there are currently 20 Frutation stores throughout the country and that it has signed agreements with two existing franchisees to open six in Massachusetts and three in Virginia.
The company said it would develop the Edible Arrangements and Frutation brands using two formats: A "core" Edible Arrangements store, which may carry some Frutation grab-and-go items, and a smaller "station" store, which features the Frutation items in a quick-service format.
“Over the last 10 years, we’ve worked to refine our system to enable enterprise multiunit owners to succeed and our core-station model will allow franchisees the ability to cover a broader area and introduce more consumers to the Edible Arrangements brand through Frutation,” said Tariq Farid, the company’s founder and chief executive.
The company hired Russ Camolli as its corporate executive chef. Camolli, a graduate of the Culinary Institute of America in Hyde Park, N.Y., will be responsible for creating new products, production procedures and recipes.
Frutation's menu includes such items as FruZees, an iced fruit beverage; FruJuice fruit juice drinks; FruSalads, green and fruit salads with various fruits, cheeses and nuts; and FruSalsas, dipping sauces made from real fruit.
The company has a combination of 913 Edible Arrangements and Frutation stores in operation and plans to reach its goal of 1,000 units by 2010.
Contact Elissa Elan at [email protected].