Roll’d banks on stronger omnichannel arsenal, branding as it readies for international expansion

Founder Bao Hoang reflects on the chain’s performance the past year and explains why they are constantly pivoting their branding strategy.

Despite the unprecedented pains given by past lockdowns, Roll’d considers itself one of the industry’s success stories this year - having experienced tremendous growth over the past 12 months.

Since launching in January 2020, the Vietnamese chain’s grab-and-go range in Coles stores posted a 950% increase in sales, and added the range in additional locations last month whilst eyeing schools, local gyms, hospitals and other venues for further sales.

“This fantastic response demonstrates how customers want more fast and fresh meal options over a traditional dine-in experience,” founder Bao Hoang told QSR Media.

Aside from having a more delivery and takeaway-focused business model, last year also saw the chain launching their 100th store in a Coles in VIC, along with a new range of pantry items and condiments in the supermarkets, encouraging shoppers to create their own rice paper rolls and customise at home.

Now, Hoang says, more transformations lie ahead to “give more certainty” to franchisees through omnichannels.

“This includes providing more flexibility in the business model, offering a variety of store models for prospective franchisees to choose from including traditional retail store fronts, including kiosks in food precincts, high-street stores, concessions within supermarkets and the Roll’d Runner, with each model having an opportunity to supplement revenue through sales of the new FMCG collection and Grab-and-Go,” he explained.

“If we don’t innovate as a business or even at an individual franchise [level], Roll’d Vietnamese will cease to exist in the next 5-10 years.”

Building on its success, the chain now believes it can go international - eyeing its first U.S. franchise in Utah’s Salt Lake City next year.

Aside from its omnichannel arsenal, Roll’d believes its revitalised branding - done in partnership with long-time collaborator Anatomy Studios - is giving them the needed boost to grow beyond Australia.

“Since joining the branding agency, they’ve helped us to amplify our brand presence in the Australian food and beverage industry, resulting in 110% growth for our company,” he said.

Roll’d credits Anatomy for its incorporation of adding their Vietnamese neon signs in stores, which it believes “established [themselves] as Australia’s number one recognised Vietnamese brand.”

“And now, Roll’d is recognised as the biggest Vietnamese franchise brand in the world and Anatomy is helping to take our brand to the international market,” Hoang said.

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