In Focus
FOOD SERVICES | Staff Reporter, Australia
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Roll'd sees potential in personalisation as digital takes over the market

The brand feels that its values, identity, and storytelling are still crucial to communicate its products and services.

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

We just celebrated Tết with an exciting partnership with Intrepid Travel. Tết is the most important celebration in Vietnamese culture and marks the start of the Lunar new year. To celebrate this significant occasion, we ran a digital competition to send two lucky Roll’d customers to Vietnam.

Traditionally, children receive red envelopes from their elders for Tết that contain "Li xi" or “Lucky Money”. These serves as a token of luck and best wishes for the new year. Taking inspiration from this tradition, throughout February, customers received a red envelope that contained a scratch and win card and details on exactly how to enter. The trip included return flights to Vietnam and an Intrepid Travel Real Food Adventure Tour!

We also started 2018 with a bang by catering the White Rabbit Marquee at the Portsea Polo which was so much fun and a great opportunity to show off our fabulous catering menu.

QSR Media: What's the brand outlook this 2018, and how does Roll'd plan to stay ahead?

Last year, we had a strong focus on our brand refresh which has received great feedback both internally and externally. This year, we want to continue our journey with our customers and staff and engage with them more than ever. We have developed multiple ways in which we hope to do this.

These will include exciting store activations and to kick off the financial year, The 2018 Roll’d conference will take place in Vietnam, bringing it back to where it all began. Roll’d began as a family business and our family values sit at the heart of the company therefore staff engagement and satisfaction is extremely important to us.

Check in with us later in the year and we can reveal more, but what we can say is, we will have a very strong digital focus this year!

QSR Media: Is there a further plan for expansion?

Of course! You can’t stop us! We have already opened 2 stores this year in WA and QLD and have many more in the works. There are even discussions for an overseas venture. We are always looking for great new sites and potential franchisees that can join the Roll’d Family.

QSR Media: What other product innovations are in the pipeline that you can talk about?

All product innovations are super secret! But I can tell you we have lots of exciting new things coming including a new rice paper roll flavor and a few side additions.

QSR Media: What are the current challenges and opportunities you see in the market?

First is the ever-changing digital landscape - the digital space is such a fabulous tool and asset, however it’s always changing. The market is so concentrated and consumers are looking for something that speaks to them and makes them feel unique so we're seeing personalisation as key.

Furthermore, we feel that brand values, identity and storytelling are still crucial, especially here at Roll’d. Consumers are drawn to brands with strong brand identities and which align with their own personal values. Brand values act as a compass for companies to make consistent brand driven decisions. We always aim to reflect our values in how we communicate our products and services, as well as in our internal communications.

Roll’d Co-Founder and CEO Bao Hoang’s family journeyed from Vietnam to Australia by boat and brought with them the recipes from their home land. In fact, Mama Hoang’s Phở recipe is used to create the Phở broth that our customers enjoy daily, nationwide. Roll’d is not your standard QSR - we have a rich history, passion and a lot more to say. 

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