Atlanta-based Edible Brands is bringing their concept Roti Modern Mediterranean to Mercedes-Benz Stadium.
“That’s something we’re always looking for — a way to expand our brand in the Atlanta area,” Matthew Walls, president at Edible Brands, told What Now Atlanta. “And certainly the ability to go into a venue like Mercedes-Benz Stadium not only gives us a better foothold in the Atlanta market, but also it has national presence.”
The key partnership comes as Edible Brands ushers Roti into a new phase of growth. Edible Brands acquired Roti earlier this year, and the brand just launched franchising earlier this month. Going into a major sporting arena like Mercedes-Benz Stadium will give them the brand visibility that is important to this new era as Roti seeks to expand across the nation.
“We’re really excited about the number of folks who will be able to experience Roti at Mercedes-Benz Stadium, and it also is great learning for us so we can modify and refine our processes so we can roll into other venues like this, whether it be stadiums, airports or transport hubs,” Walls said.
The spot in Mercedes-Benz Stadium will offer a limited food menu from the traditional Roti offerings. Expect to see one salad, one bowl and one wrap option, alongside desserts courtesy of fellow Edible Brands concept Edible Arrangements.
Walls said that they are hoping to chart a path toward nationwide expansion as they roll out franchising. They will focus first on hubs where they already have a presence — Chicago, Washington, D.C., and Minneapolis — and then expand in other large population hubs across the Midwest and the Southeast, including in its home state of Georgia.
Walls feels that Roti has potential to become a dominant player of the fast-casual Mediterranean scene, not just because he now operates the company, but because of firsthand experience as a customer.
“I was a customer of the brand way before I ever got involved,” Walls said. “I fell in love with the brand four or five years ago when I was in Minneapolis quite a bit. I’m so fired up to be part of it now. I don’t know how many people get to run a business they really adore, but I get to do that with this one.”
Roti offers a variety of bowls, salads and pitas, with an emphasis on fresh, healthy ingredients. Traditionally, they offer customizations, as well, allowing customers to tailor the food experience to what they want.
“We’ve been around for more than 10 years and we’ve shown that we’re really good at creating high-flavor food experiences,” Walls said. “The ability for us to bring in authentic spices and sauces from around the world and bring that into the fast-casual sector definitely makes us unique.”
The spot at Mercedes-Benz Stadium is slated to open by the end of the year, according to the Atlanta Business Chronicle.
