Roll'd

Roll'd

The new kid on the block taking over Australia one soldier at a time... Melburnians love to eat fresh, healthy and always deliciously.

New kid on the block, Roll'd is introducing this city to fresh eating; the Vietnamese way. With their Roll'd Soldiers, The B, mr bun Mee, or uncle Pho, The Roll'd menu is wrapped in freshness daily; which also happens to be their motto, and one they intend to stick by.

From humble beginnings and a $180,000 investment 14 months ago, Roll'd is now growing at warp speed.
Satisfying an ever increasing demand for an astonishingly fresh, healthy and most importantly, a delicious
alternative to the standard salad roll, beige salad or greasy take-away. Roll'd offerings are anything but boring, and are all served in a blink of an eye. Don't let the long lines fool you. This team knows you'd rather spend your time eating than waiting in line – so they do what they do, FAST.

Last May, Bao Hoang, his cousin Tin Ly and schoolmate Ray Esquieres opened a small hawker-style, Vietnamese eatery in a Goldsbrough Lane in Melbourne's CBD and a phenomenon was born. Bao, Tin and Ray were delighted and amazed as the Roll'd store was mobbed daily. It was not uncommon to serve 800 customers during a lunch trade.

Buoyed by the remarkable success of their first venture the boys opened 4 more stores and by May 2013 Roll'd was achieving monthly sales of $500,000, all in Melbourne's city centre and employing around 100 people.

'Ideally, Roll'd will have a strong national presence and begin international expansion by 2015 with a select group of highly successful Franchisees. We plan to have 100 stores by June 2016," says Bao on his plans for the future of the business. Roll'd now has a total of 6 outlets, with Southern Cross Lane, Chadstone, Southland, Eastland, Docklands, St Kilda Rd, 50 Lonsdale Street in Melbourne's CBD and South Yarra's Jam Factory. Plans to explan include the opening stores of stores north of border in Brisbane (August) and Canberra (September) which will extend the Roll'd mantra of Wrapped in Freshness Daily to hungrily awaiting Brisbanites and Cannberrans.

Despite the incredible expansion and success of the business, Roll'd is still all about family and friends. Bao's father, Quy, drives the daily delivery van and his mother Phien and Aunt Thanh hand roll every Pork Spring Roll served in every store – that's an astonishing 3500 per week. The team are also constantly experimenting with new flavour combinations, in their Oakleigh base kitchen, to ensure the business's offerings are constantly evolving with consumer tastes.

Bao, Tin and Ray see their food as a healthier and fresher alternative to other fast food alternatives that time poor office crowds are often forced to choose.

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