Edible Brands' Roti Mediterranean: Building A Restaurant Website on Shopify

A restaurant site on Shopify?

Yes, indeed.

Our team at Barrel just relaunched Roti Modern Mediterranean, the fast casual concept acquired by Edible Brands (the parent company behind Edible Arrangements) in early 2025. Roti was their first acquisition under that platform.

Tariq Farid, founder of Edible Arrangements, called it "a full-circle moment", noting that like Edible Arrangements, Rōti represents nourishment, tradition, and connection. His daughter Somia Farid Silber, CEO of Edible Brands, framed it as a "natural extension of our growth strategy" and the company's first entry point into the QSR space, with more opportunities to come.

Since the acquisition, they've been moving fast. Franchising the concept. Launching a Hot Honey Harissa collab with Mike's Hot Honey. Adding new formats to the menu.

When most people hear Shopify, they think cart and checkout. Roti isn't selling anything online today, so why build it there?

Scalability and growth. If and when ecommerce becomes a need, whether that's branded goods, retail products, or something else entirely, they're ready with one integrated experience. The third-party ecosystem around Shopify is also an unlock. And the CMS side of Shopify is more capable than many give it credit for.

A few things I love about the build:

The menu page. The photography is on point, and the macros are broken out per item. Calories, protein, fat. This sort of transparency goes a long way for health-minded customers who want to know what they're putting in their body before they order.

The full catering assortment has its own home, ready to scale however Roti wants to take it.

And the locations page makes it simple to find the nearest spot. If you're lucky enough to live near one, go check it out.