Rōti Modern Mediterranean®, the fast-casual Mediterranean chain owned by Edible Brands®, is launching a Citrus Grilled Shrimp menu across all U.S. locations this summer — the brand's first shrimp offering in its history and its most significant protein expansion to date. The limited-time lineup is available in bowl, salad, wrap, and pita formats, accompanied by a new slate of seasonal beverages.
The move extends a protein roster that had previously leaned on chicken, beef, and falafel as its primary draws. By adding shrimp — a high-margin, consumer-trending seafood protein — Rōti signals an intent to compete more directly for the lunch and dinner trade that fast-casual Mediterranean concepts have increasingly captured from traditional quick-service rivals. The chain did not disclose pricing for the new items, nor did it specify the number of U.S. locations receiving the rollout beyond describing it as system-wide.
Fast-casual Mediterranean has been among the most resilient segments in full-service and limited-service dining over the past two years, with operators leveraging perceived health credentials and customizable formats to sustain traffic even as broader consumer spending on dining out faces pressure. Shrimp as a protein category has seen renewed menu interest industrywide, driven by improved domestic supply chain conditions and a consumer preference shift toward lighter, lower-calorie proteins.
Edible Brands, which also operates the Edible Arrangements gifted-food concept, has been investing in Rōti's menu innovation as a lever to drive comparable-store traffic growth. The introduction of a citrus-forward flavor profile aligns with documented summer seasonality patterns in fast-casual, where chains have historically posted stronger check averages on limited-time offerings tied to seasonal produce and proteins. Industry observers tracking menu innovation and limited-time offer strategy note that shrimp LTOs tend to carry a price premium that can lift average ticket by 8.0% to 12.0% when positioned as a premium swap.
Rōti has not provided guidance on how long the Citrus Grilled Shrimp menu will remain available, describing it only as a limited-time offering. The new beverage additions were not individually itemized in the announcement. Edible Brands did not disclose system-level revenue figures or unit economics tied to the launch.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
