Retail Merchandising – Roti

Retail Merchandising
What is Retail Merchandising and why is it important?

A marketing concept that focuses on projecting and enhancing a positive store image & product
offering. The goal is to attract customers and increase sales thru the proper execution of
planograms, branded signage, fully stocked fixturing and excellent customer service.

Following a retail merchandising plan can improve the in-store purchasing experience and
increase customer visit frequency.

Brand Mandatories
Brand Mandatories at Roti are items that are mandatory for all stores to align with our brand
standards allowing us to fulfill the 5 P’s of our organization. Every day, we must strive for
flawless execution and deliver on our purpose, promise, products, places and people. Adhering to
brand standards means all menu items are offered and available to our customers, all locations
are upgraded with our most current image requirements, our stores are clean, warm and inviting,
all branded items contain our most current logo and all items in store are in good repair.

Refer to Retail Merchandising Tools outlined below.

Retail Merchandising Zones
Zone 1: Entrance
Primary purpose is to drive street traffic into store. This is accomplished thru beautifully
engaging store fronts which consists of the following:

Entry
Sidewalk
Exterior Signage

Zone 2: Front of House
Front of house, should be warm & inviting, making Guests want to return again and again. Store
atmosphere enhancements include:

Kiosks In
In-Line POP signage
Menu QR code for viewing while in line

Zone 3: Ordering Stations
The ordering station should highlight our food exceptionally and be an easy-to-follow process
for our customer and operations team to ensure they can focus on order accuracy, but also the
guest experience.

Proper labeling of products
Visibility of allergens for customers

Zone 4: Cash Wrap & Cooler
This is an opportunity to upsell and ensure they’re enjoying both our food, but also our delicious
add on’s such as, a beverage, a side, a dessert. Fully stocked fixtures increase customer purchase
opportunity. Properly executed signage also serves as a silent seller and influences purchase
decisions. Fixtures include:

Reach-In Beverage Cooler
Cashwrap kick stand for drink promotion

Zone 5: Back Line Equipment
As with other areas, the back line preparation area behind the counter should be clean, organized
and clutter-free. Equipment includes:

Backline Counters
Digital Menu Boards

Cleanliness Standards
Critical to provide a safe and sanitary store for our Guests and ensure cleanliness at every level.
When Guests enter our stores, they should feel confident of the following:

Counters, shelves and equipment are sterile
Associates are following safety regulations

Promotional Emailing and Texting
Our email and text platforms will continue to remain at the national level. To adhere to user
privacy laws, maintain brand cohesion and eliminate duplicative messaging, stores are prohibited
from having their own email and text programs.

Google my Business
As part of our Yext platform, Edible manages your local listing(s) on Google with basic search
information such as store street address, phone number, and hours of operations. We’ve enhanced
these listings by adding Google My Business posts offers and products for all Roti locations.

Google My Business Posts are important for stores because:

Post are shareable on social media
Takes up prime search real estate on both mobile and desktop
Free way to advertise new products, announcements, events etc.
Product postings will always be immediately visible as they never expire
Increases CTR on local listings (Click Thru Rate)
Helps drive offline phone calls, direction requests and trackable click-to-calls to
individual locations

Locally, stores can have admin access to their local google my business pages if requested. The
benefit to this is to post local event information as well as local images of your store. To request
access, please send in a Help Desk ticket to Marketing.