Rōti Modern Mediterranean has rolled out its first shrimp menu item — Citrus Grilled Shrimp — at all U.S. locations, marking a notable protein expansion for the fast-casual Mediterranean chain owned by Edible Brands. The limited-time offering is available across the brand's core formats: bowls, salads, wraps, and pitas, giving operators the full cross-format coverage needed to drive attachment across dayparts.
The addition signals a deliberate move to deepen Rōti's protein bench during the summer season, when lighter, citrus-forward flavors tend to resonate with guests seeking alternatives to heavier red-meat options. Pairing a seafood protein with a bright, citrus-led flavor profile positions the item squarely in line with the broader fast-casual Mediterranean trend that has gained momentum as consumers gravitate toward fresher, globally inspired fare.
Alongside the shrimp launch, Rōti is introducing new seasonal beverages, providing an upsell avenue that rounds out the summer menu push and could improve per-ticket averages. For multi-unit operators watching how Mediterranean concepts engineer limited-time offers, the dual protein-plus-beverage rollout illustrates a tactic worth noting: anchoring an LTO around a hero protein while layering in a beverage story to maximize marketing lift.
Edible Brands, the Atlanta-based parent company behind Rōti, has been actively evolving the concept's menu as competition in the fast-casual Mediterranean and healthy-eating segment intensifies. Adding seafood to a protein lineup that previously centered on more traditional Mediterranean options widens the brand's appeal to guests with dietary preferences that favor lighter proteins, and could attract seafood-seeking consumers who may have previously passed over the chain.
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.
