SOURCE Edible Brands

  • Veteran Franchise Executive to Drive Company Innovation, Franchisee Performance, and Strategic Growth
  • Walls Brings Extensive Industry Experience and a Passion for Purpose-Driven Leadership
  • New Executive Appointment Comes Amid Brand Renewal and Expansion Across Portfolio

ATLANTA, July 15, 2025 /PRNewswire/ -- Edible Brands®, the parent company of Edible Arrangements®, Roti Modern Mediterranean®, and Edibles.com, announces the appointment of seasoned restaurant and franchising leader Matthew Walls as President and Chief Stores Officer. A seasoned executive with extensive experience across operations, development, technology, and general management, Walls will play a critical role in driving innovation, empowering franchisees, and elevating all three of the brand's core businesses.

"This is a team that sees possibility first and says 'yes' to growth."

Walls brings a people-first leadership approach rooted in years of experience across both global corporations and entrepreneurial franchise systems. His background spans a variety of disciplines, from logistics and business intelligence to domestic and international growth, equipping him with a broad, strategic lens for scaling complex businesses. Prior to joining Edible Brands, Walls held executive roles at major franchise brands, including Domino's, CKE Restaurants, and Caribou Coffee, where he earned a reputation for aligning cross-functional teams and relentlessly focusing on franchisee profitability.

"What drew me to Edible wasn't just the strength of its portfolio, but the caliber of the team behind it," said Walls. "This is a team that sees possibility first and says 'yes' to growth – we embrace innovation, celebrate progress, and are unified in our mission. With a renewed vision for expansion and a strong foundation already in place, we have an incredible opportunity to build something lasting together."

As President and CSO, Walls will oversee the company's day-to-day operations, development, and strategic initiatives across Edible Arrangements, Roti, and Edibles.com. His early priorities include refining team structure, aligning leadership around a shared vision, and placing an unwavering emphasis on franchisee performance. Walls believes profitability is the engine that powers everything else – when franchisees win, the brand wins.

"Matthew's ability to balance big picture thinking with operational discipline makes him the right leader at the right time," said Somia Farid Silber, CEO of Edible Brands. "His franchise-first mindset, coupled with decades of experience across high-growth environments, will help Edible Brands thrive as we enter our next chapter."

Walls' appointment signals a bold step forward as Edible Brands accelerates its efforts to rejuvenate legacy brands and introduce new growth vehicles across wellness, foodservice, and retail. Under the leadership of CEO Somia Farid Silber, who took the helm in 2024, the company has entered a new phase of momentum, blending its iconic roots with a forward-looking, franchisee-first approach. Most recently, the company acquired Roti Modern Mediterranean, a beloved fast-casual concept with strong consumer demand and national growth potential. As the brand enters its next phase under Edible Brands, exciting opportunities are on the horizon, aimed at bringing Roti to more communities and expanding ways entrepreneurs can engage with the Edible Brands portfolio.

For more information on franchising opportunities with Edible Brands, visit https://franchise.edible.com/. 

About Edible Brands®
Atlanta-based Edible Brands® acquires, develops and manages a world-class portfolio of consumer brands renowned in the hospitality and foodservice sectors. Edible Brands has skillfully integrated an innovative e-commerce platform with a robust network of locally owned stores worldwide to meet consumers where they are. Edible Brands' growing portfolio includes Edible Arrangements®, edibles.com®, freshfruit.com™ and Roti® Modern Mediterranean. For more information, visit ediblebrands.com.

 

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