Roti / Barrel — CPG Commerce Agency

Building Roti's New Brand Foundation to Streamline Ordering and Power Nationwide Expansion

Roti is a premium fast-casual Mediterranean brand built around real ingredients, bold flavor, and dietary flexibility. Following its acquisition by Edible Brands, the company entered a new phase of growth. We partnered with Roti to migrate and relaunch its website on Shopify, aligning with a brand refresh and building a scalable foundation for U.S. and international expansion.

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Apps & integrations on this project.

Opportunity

As Roti expanded, its digital experience needed to drive seamless ordering, connect customers to nearby locations, and support a growing mix of channels. At the same time, the brand was refining its identity, creating an opportunity to bring that to life through a more vibrant and conversion-focused site.

Alongside Roti’s brand refresh, we redesigned the website to bring its Mediterranean heritage and commitment to fresh, quality ingredients to life digitally, helping customers quickly understand what sets the brand apart in a crowded fast-casual market.

We migrated Roti to Shopify to create a more flexible, scalable foundation, making updates easier to manage while enabling seamless integration with third-party ordering and in-store operations.

To strengthen Roti’s brand positioning, we created an immersive about page experience that celebrates its Mediterranean roots while clearly communicating the quality, freshness, and intentionality behind every meal.

Roti's new digital experience seamlessly guides customers from menu exploration to purchase, connecting them to nearby restaurants and third-party ordering platforms.

We built a robust locations hub with dedicated pages for each restaurant, making it easy for customers to find nearby locations while increasing visibility for individual stores, supporting Roti’s nationwide expansion, and driving local SEO performance.

We created a dedicated experience for Roti's catering service that makes it easy for businesses to explore options and place larger orders.

Roti's new experience supports their loyalty strategy by directing customers to its app, where rewards and points are managed. The site plays a key role in driving app downloads and encouraging repeat engagement.

Impact

The result is a scalable digital ecosystem that supports Roti’s growth across locations, channels, and markets. By combining a strong brand identity with a performance-driven experience, Roti's new site now serves as a central hub for ordering, discovery, and expansion as the brand continues to grow.