The incentive applies to every qualifying location, offering a financial tailwind for multi-unit operators as the brand scales its presence in the $85 billion fast-casual Mediterranean sector. By removing these costs, the company aims to help owners redirect capital into staff, marketing, and guest experience during the critical initial two-year window. The program is open to both new and current franchise partners who sign development agreements before December 31, 2026.

Matthew Walls, president and chief stores officer at Edible Brands, noted that the move reflects a core strategy to prioritize partner success. Since Edible Brands acquired the Chicago-founded concept in 2025, the company has pushed to modernize Rōti’s footprint, which includes traditional storefronts alongside delivery-first kitchens. According to Sara Berthen, vice president of global franchise development, the structure is designed to reward operators who maintain aggressive timelines for real estate acquisition and construction.