Rōti Modern Mediterranean®, the Atlanta-based fast-casual chain operating under the Edible Brands® umbrella, has introduced a Citrus Grilled Shrimp menu across all U.S. locations — marking the brand's first shrimp offering since its founding and extending a protein lineup that had previously centered on chicken, beef, and falafel. The limited-time launch is available in bowl, salad, wrap, and pita formats, accompanied by a new seasonal beverage lineup.
The chain disclosed no harvest origin, sourcing specification, or supplier detail in its announcement, leaving traceability questions open. Industry standard for fast-casual grilled shrimp at this application tier typically involves IQF, head-off, shell-off, farm-raised whiteleg shrimp (Litopenaeus vannamei), sourced predominantly from Ecuador, India, or Indonesia — the three countries that collectively accounted for the majority of the roughly 1.6 billion pounds of shrimp imported into the U.S. in 2025. Dockside and ex-vessel pricing for domestic Gulf wild-caught shrimp remains well above import parity, making farm-raised product the near-certain backbone of a value-positioned fast-casual program.
The debut arrives as shrimp holds its position as the most consumed seafood in the United States by volume, according to the National Fisheries Institute, yet operator penetration in the Mediterranean fast-casual segment has lagged behind protein categories like chicken shawarma and lamb. Rōti's move follows broader menu diversification trends in which fast-casual operators are layering in seafood SKUs to capture health-forward consumer demand — particularly during summer, when lighter proteins index well. Buyers sourcing for programs of this type typically require BAP-certified or equivalent third-party verified aquaculture product, though Rōti has not publicly confirmed certification status for this rollout.
From a supply-chain standpoint, timing is favorable. Ecuadorian shrimp exports have remained robust in 2026, with farm-gate prices holding at levels that support foodservice margin targets. Indian supply has also stabilized following disease pressure in prior seasons. For operators locking in volume for a limited-time menu, the current import environment offers relatively predictable landed costs compared to the volatility seen in 2023–2024. Whether Rōti converts the LTO into a permanent menu fixture will hinge on velocity data collected across its footprint this summer.
Edible Brands, which also operates the Edible Arrangements gifting concept, has not specified how many Rōti units are currently active in the U.S., nor has it provided projected shrimp volume commitments for the program. The Food & Beverage Magazine network will continue tracking operator-level seafood adoption across the fast-casual segment as summer menus mature.
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.
