Roll’d’s national expansion strategy focuses heavily on suburban stores and regional Australia


Australia’s most popular Vietnamese food brand, Roll’d, is announcing 8 new store openings across Australia by Christmas including regional store openings in Elanora, QLD; Royal Adelaide Hospital, SA; Fremantle, WA; Fyshwick, ACT.

This strategy is guided by research that suggests that many Australians, specifically those in major cities, will ditch the busy inner-city life for a classic sea change of greener pastures and somewhere a little more spacious. Similarly, domestic travel is said to boom and as the numbers of those moving to regional areas continues to grow, ‘non-metro’ hospitality is set to reap the benefits.

Roll’d founder and CEO, Bao Hoang believes that regional areas are a huge opportunity for the fast-casual Vietnamese street eats brand.

Bao understands that healthy food options are more scarce and harder to come by in areas further away from major cities.

“We want to continue serving fresh, healthy Vietnamese food to more and more Australians, and that means looking beyond the CBD and localised suburbs into regional areas that may have limited healthy takeaway options,” – Bao Hoang.

Bao Hoang is continuing to adapt the Roll’d business model in case the global economy continues to be affected by the coronavirus pandemic for several years. The business has been fast to adapt with new initiatives that have helped Roll’d thrive in the changing landscape of hospitality. Fresh and fun food innovations including the Roll’d Runner (Roll’d’s food truck) and Roll’d Meal Box have kept the brand vital and directional during the pandemic, and in doing so have enabled Roll’d to open 5 new stores, maintain jobs and stimulate growth.

About Roll’d

Roll’d is inspired by great Vietnamese family recipes from owner Bao Hoang’s Mother, Phien, who with Bao’s father, Quy and their two firstborn sons, escaped from Vietnam to Australia on a refugee boat on June 1, 1981. Established in 2012, the first Roll’d was a humble Vietnamese eatery in the competitive heart of Melbourne’s CBD and has since expanded to 86 stores throughout Australia, who each morning prepare the same fresh rice paper rolls, Phở, bánh mì and Bún as Phien would prepare for her family, as her mother prepared for her and her eight siblings. These dishes are rich with cultural tradition and carry on a piece of home and history, shared daily by the Roll’d family.