In Focus
EXECUTIVE INSIGHTS | Staff Reporter, Australia

Find out how Roll'd combines art and culture in latest brand refresh

QSR Media has reached out to Roll'd to discuss its recent brand refresh, as well as its community initiatives which helped support and rescue children in crisis.

The new brand platform, Love the Journey, aims to encourage customers to ‘explore Vietnam, one dish at a time’. The campaign involves a refreshed look in stores and offerings, and showcases Vietnam by exploring different menu offerings while educating customers on the ingredients and the heritage behind each dish. With 68 stores across Australia, the Vietnamese-inspired street food phenomenon shows no signs of slowing down.

QSR Media: What's new at Roll'd?

We have just launched our new brand communication platform titled “Love the Journey”. We love bringing our customers a flavour-filled escape for a moment in their day by providing the tastes and culture of Vietnam. Love The Journey platform reflects the experience we aim to provide by enriching lives one memorable meal at a time.

As an introduction to the new platform, we are encouraging our customers to “Explore Vietnam, one dish at a time”. Each month we will showcase a different dish unique to the Roll’d brand. Currently, we are showcasing our Bún which is a delicious vermicelli noodle salad for just $10, with the opportunity to ‘Roll into a Meal’ for only $5 to include a standard drink and side.

Recently, we have also had some fantastic developments with our partner charity, Blue Dragon Children’s Foundation. Blue Dragon works to support and rescue children in crisis. These children are street children, children with disabilities, children from rural families living in extreme poverty and victims of human trafficking and slavery.

Last year, we raised enough money to build a boarding house in Dien Bien Vietnam, which houses approximately 200 young children living in rural Vietnam. Since opening the first boarding house over a year ago, there has been a 66% reduction in the school drop-out rate.

On Saturday, October 14, we held our annual Blue Dragon Gala and we achieved our goal by raising $200,000 thanks to the generosity of our sponsors and giving network. These funds will enable us to build a second Boarding House in Vietnam, as well as refurbish the existing school, allowing a further 200 children to receive an education and to take back their future.

QSR Media: What inspired the new brand platform, "Love the Journey"?

Roll’d has opened 63 stores in just 5 years, and we are so fortunate to have had so many people on the journey with us. We wanted to give both our customers and the brand a refresh, not a redesign by keeping the integral aspects of Roll’d alive.

As much as we loved the simplicity of our brand, we found that people become most engaged when we tell our stories, or speak about Vietnam and its unique culture. Therefore we wanted to showcase Vietnam by exploring different menu offerings while educating customers on the ingredients and the heritage behind each dish as well as the pronunciation of items which is often misunderstood. Consumers can escape from their every day and cherish adventure in something new and different.

The Love the Journey platform features hand painted watercolour images that speak to the journey involved in creating the food, from its Vietnamese heritage, to the fresh ingredients that make up our delicious meals. The artistic approach mirrors the authenticity and hand-made nature that is an integral part of our food and brand story.

QSR Media: What changes are set to launch in stores following the brand refresh?

The changes in the stores aren’t too drastic. The formats of menus are largely the same, however there is refinement in the quality of photography and artwork with the addition of the watercolour illustrations. We’re passionate about the food and want the fresh ingredients to be the hero of the store, therefore we added elements that would complement and amplify the freshness and vibrancy of the food.

One integral part of the ‘Love the Journey’ platform is the brand manifesto which speaks to our brands values and what Love the Journey is all about. The manifesto has been pushed out over Spotify ads, and strongly across our internal communications. The words reflect the sentiments of the journeys that have been and gone, and our attitudes for the journeys ahead. We believe it reflects the enthusiasm and positivity of where we want our brand to live and hope the wider community can relate.

QSR Media: Any big plans for the year?

We have so many exciting things in the works over the next 12 months both internally and consumer facing. At this point we’d like to keep them under wraps, but definitely expect to hear a lot from us early next year.

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