About Roll’d Vietnamese

Established in 2012 by school friends Bao Hoang, Ray Esquires and Bao’s cousin, Tin Ly, the first Roll’d was a humble Vietnamese eatery in the competitive heart of Melbourne’s CBD, that sought to diversify the lunch offer.

In the same year as their debut, Roll’d opened their second store and a further 14 stores across Victoria, Queensland and the ACT the following year.

Inspired by great Vietnamese family recipes from Bao’s Mother, along with their aunties, who all live to feed the family, the Roll’d founders set out to knock the famed sushi roll off its pedestal and invite more Australians to get stuck into the fresh flavours of Vietnam.

With combined savings of about $150,000 and no prior hospitality experience, the trio took over a little Italian cafe with a self-printed A4 menu stuck to the window and a total of five menu items – rice paper rolls, noodle soup, baguettes, noodle salad and fresh salad.

Since then Roll’d have opened over 100 stores nationwide with many of the Hoang, Esquires and Ly family and friends working in the kitchen, head office or on the ground serving customers.

Bao Hoang’s parents still proudly have a hand in every Phở that’s served. Both also continue to share recipes, stories from the past, and even meals with the growing Roll’d family, hosting dinner at the family home, to really instil what Vietnamese hospitality is all about.

Roll’d X Coles Partnership:

Roll’d have recently celebrated their triple digit milestone with 100 store openings to date.

Excitingly, the 100th Roll’d store also marks a new relationship with Coles, as the Coles Moonee Ponds ‘store within a store’ concept is the first of many new Roll’d convenient meal pick up hubs.

This significant partnership and new concept at Coles Moonee Ponds reflects their shared commitment to supporting Australians with fresher, healthier and convenient meal options.

Delivering on all consumer touchpoints, this new store is leading the way as the restaurant franchise continues to grow and innovate with both delivery and accessibility.

Roll’d Founder and CEO, Bao Hoang says:

“Roll’d are incredibly excited about the launch of our first full store within Coles. This new concept at Coles’ Moonee Ponds shows our alignment on important issues, such as keeping innovation and sustainability front of mind. We look forward to strengthening this relationship further into the future.”

Offering the entire Roll’d menu and a range of convenient pre-packed grab-and-go meals, Roll’d Moonee Ponds provides an opportunity for shoppers to pick up a fresh taste of Vietnam in between browsing the isles. Packaged grab-and-go meals for later and deliciously refreshing Roll’d Iced Teas and Vietnamese Iced Coffee.

The menu includes a selection of Roll’d’s famed Soldiers (rice paper rolls), traditional Vietnamese noodle soups (Phở), Vietnamese salads (Gỏi), cold noodle salads (Bún).


Interview with Franchisee Owner of Roll’d Coles Moonee Ponds, Anish Sud

How long have you been in business? Why did you choose Roll’d to grow as a Franchisee?

I’ve been a Roll’d Franchisee since March 2017. I really enjoyed the family culture at Roll’d. The entire team has always been very supportive, they nurture and support each individual whether that be from top management, to franchisees and customers. Everyone has a spot at the Roll’d family table.

What have been your biggest challenges since you have become a Franchisee?

Every day is a new challenge. It takes time to learn the skills to roll, perfect the pho the way Mama Hoang expects it and ensure that staff are gaining new skills and maintaining the same Roll’d standard customers love and expect.

Being a franchisee comes with a great responsibility to ensure that you’re always learning new skills, refreshing your way of doing things and maintaining an open relationship with your staff, so collectively you can continue to serve your customers to the best possible standard and ensure a positive experience.

What inspires you to get up every day with Roll’d?

I really enjoy working with my staff and seeing new faces each day. As a team we have so much room to grow at the new Coles store-within-a store at Moonee Ponds. We are so pleased with our new concession and look forward to reaching new markets and customers.

How has the support from the Roll’d Team been? Can you give (an) example(s)?

Roll’d is always there to offer their support and guidance you whenever you need them. The Roll’d management staff are always willing to roll up their sleeves and work on the front line. This includes showing their in depth knowledge of the business and procedures and commitment to the brand.

Around 2 years ago, I had to travel overseas for a family emergency. The Roll’d team ensured that my store would be taken care of while I was away, so I didn’t have to worry about business back home. As the Roll’d business is grounded in family values, we each understand the importance of looking after each other in store and at home.

During my trip, the Area Manager stepped in to support my staff and assist with the operation of the store. I felt so fortunate that I was able to leave my business in capable hands and focus on my family.

Looking back on your journey to date what gems of advice would you give new franchisees?

It’s really important to do your research. I was very impressed by Roll’d’s strategic planning, long-term goals and grassroots approach to business. Roll’d are still primarily operated by the founding families, which is an absolute please to be apart.

I’m so fortunate that the culture at Roll’d places value on individuals, strong work ethic and a sense of family.

Even as the Roll’d team continues to expand, we are all invested in promoting a strong workplace culture and deeply passionate about sharing fresh, Vietnamese flavours from the Hoang family recipes with more Australians.