Roll'd

Roll'd is an Australian fast-food restaurant brand specialising in Vietnamese cuisine. The chain was founded by Bao Hoang, Ray Esquires and Tin Ly, with its first store opening in Melbourne's central business district in 2012. Its menu is built around familiar Vietnamese street-food formats, particularly bánh mì, pho and rice paper rolls. Roll'd markets its rice paper rolls as “Soldiers,” giving the product line a distinctive brand identity within the Australian quick-service restaurant market. The business expanded rapidly after its launch. By 2016, Roll'd had grown to more than 50 stores, establishing a sizable national retail footprint in a relatively short period. Its proposition combines convenience, quick service and accessible Vietnamese flavours, positioning the brand within Australia's broader fast-casual and food-court dining sector rather than as a full-service Vietnamese restaurant group. In 2021, Roll'd announced a partnership with Coles to distribute ready-made grab-and-go meals and other popular products through Coles stores across Australia. The arrangement extended the brand beyond its restaurant locations and into supermarket retail, allowing customers to purchase Roll'd-branded food through an additional convenience channel. Public reference material identifies the brand's Australian origin, cuisine specialisation, expansion milestones and Coles partnership, but does not provide sufficient verified information about its current ownership, headquarters, executive team, financial performance or present store count.

Roll'd was established in Australia by Bao Hoang, Ray Esquires and Tin Ly. The brand opened its first location in Melbourne's central business district in 2012, entering the country's growing market for quick-service and fast-casual Asian food. Its menu concentrated on recognisable Vietnamese dishes, including bánh mì, pho and rice paper rolls. The rice paper roll range was branded as “Soldiers,” a naming choice that helped distinguish the offering and gave the chain a proprietary term for one of its core products. Following the opening of its first Melbourne store, Roll'd pursued a rapid expansion strategy. By 2016, the chain had grown to more than 50 stores. This growth reflected the brand's focus on convenient formats suitable for shopping centres, food courts and other high-footfall locations, although the available reference material does not specify the complete store network, ownership structure or geographic breakdown. The brand later extended its distribution model beyond dedicated restaurants. In 2021, Roll'd announced a partnership with Coles, one of Australia's major supermarket chains. The partnership placed ready-made grab-and-go meals and other popular Roll'd products on Coles shelves across Australia. This represented a move from a primarily restaurant-based operating model toward an omnichannel food brand approach, using supermarket retail to reach customers who might not visit a Roll'd store. Available public material establishes Roll'd as an Australian Vietnamese fast-food chain and records its founding, early store growth and Coles retail partnership. It does not establish a verified current headquarters, parent company, owner, listed status, financial results, current executive roster or present operating status. Those fields therefore remain unspecified in this dossier.

• 2021

  Coles supermarket partnership announced

  [1]Roll'den.wikipedia.org

  Roll'd announced a partnership with Coles to distribute ready-made grab-and-go meals and other popular products through Coles stores across Australia.

• 2016

  Chain surpasses 50 stores

  [1]Roll'den.wikipedia.org

  Roll'd had expanded to more than 50 stores, marking rapid growth from its original Melbourne location.

• 2012

  First Roll'd store opens in Melbourne

  [1]Roll'den.wikipedia.org

  Founders Bao Hoang, Ray Esquires and Tin Ly opened the first Roll'd location in Melbourne's central business district.

An Australian quick-service and fast-casual food brand offering convenient Vietnamese-inspired meals, with restaurant and supermarket grab-and-go distribution.

• Vietnamese sandwiches

  Bánh mì

  Bánh mì is one of Roll'd's core Vietnamese food offerings. The product supports the brand's quick-service proposition by presenting a familiar Vietnamese sandwich format in a portable form suited to takeaway and fast casual dining.

• Vietnamese noodle soup

  Pho

  Pho forms part of Roll'd's traditional Vietnamese-inspired menu. As a recognised noodle-soup dish, it broadens the chain's offering beyond handheld food and provides a hot meal option within its fast-food format.

• Rice paper rolls

  “Soldiers” rice paper rolls

  Roll'd markets its rice paper rolls under the name “Soldiers.” The range is a distinctive part of the brand's identity and reflects its emphasis on portable, convenient Vietnamese food suitable for quick meals and takeaway consumption.

• Retail convenience meals · 2021

  Ready-made grab-and-go meals

  Through its 2021 partnership with Coles, Roll'd extended selected popular items into ready-made grab-and-go formats for supermarket customers. The retail range broadened access to the brand outside its restaurant locations, although the available source does not provide a complete product list.

• 2021

  Expand into supermarket retail through ColesStrategy

  Background

  Roll'd had developed as a restaurant chain, while consumers were also seeking convenient ready-made meals through supermarket channels.

  Action taken

  The brand entered a partnership with Coles to place ready-made grab-and-go meals and other popular Roll'd products in Coles stores across Australia.

  Aftermath

  The partnership expanded Roll'd's distribution beyond its dedicated restaurants. Publicly available reference material does not quantify the partnership's sales or longer-term commercial impact.

  Source

1. 1Roll'den.wikipedia.org