Roll'd rolls out international expansion plans with first US store in Utah next year

Australian Vietnamese food brand Roll’d is building on success found at home over the last two years, announcing plans to expand internationally next year starting with its first US store in Utah.

The company, founded in 2012, says it will push into overseas markets and bring its brand of fresh Vietnamese fare to the US in 2022, with expansion into Canada, the UK, France, Japan and New Zealand to follow.

Since the beginning of the pandemic, Roll’d opened 20 Australian stores, and a further 10 are slated to welcome customers before the end of 2021. The company also celebrated its 100th store milestone in March 2021.

“When COVID hit, Roll’d’s executive team were unanimous that we would work hard to really support our team and minimise job loss during this time,” Roll’d founder and CEO Bao Hoang said.

“Our strategy has paid off and through 2020 and 2021 Roll’d has expanded with over 20 new store openings, new catering options and the launch of our FMGC (fast moving consumer goods) product range into Coles.”

Traditionally, Roll’d and its franchisees operate conveniently located food court retail stores, as well as street-fronted locations and food truck pop-ups called Roll’d Runners.

As the pandemic hit, the company also launched its store-within-a-store concept in Coles - essentially a concession stand within the supermarket - to find even more customers of its Vietnamese foods which range from rice bowls to Banh Mi and more.

Available at more than 60 Coles stores across the country, Roll’d grab-and-go offers customers freshly prepared products delivered daily to the supermarket.

In addition, the company recently launched a FMCG range into 815 Coles supermarket locations, aimed at home cooks looking to bring the Vietnamese brand’s experience into their own kitchens.

“We will continue to develop the innovations we launched throughout the pandemic to further grow the company, and push for our aim to take the full Roll’d experience to the world," Hoang said.