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Roll’d to make US debut ahead of further international expansion

Australia-based Vietnamese food restaurant chain, Roll’d, is set to accelerate its expansion plan with an international debut in the US next year, to be followed by more overseas markets.

The restaurant chain will open its first US store in Salt Lake City next May, paving the way for more international restaurants to come, including Canada, the UK, France, Japan and New Zealand.

Besides the US debut, Roll’d is also strengthening its presence in the home market with 10 Australian stores slated to open by the end of this year following the rollout of 20 stores during the pandemic.

“When Covid hit, Roll’d’s executive team were unanimous that we would work hard to support our team and minimise job loss during this time,” said Bao Hoang, CEO and founder of Roll’d Vietnamese. “We used innovation across multiple channels to bring healthy Vietnamese food to more Australians.”

Roll’d retail store network features four models – concessions, Roll’d Runner (Roll’d food truck), high-street stores and traditional retail stores. Its store-in-store concept in Coles supermarket, first introduced last March, will be rolled out at additional three locations by the end of this year.

“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,” said Roll’d Vietnamese Founder and CEO, Bao Hoang.

In addition to its 100-store network, Roll’d has also forayed into the FMCG sectors with Roll’d’s Grab-and-Go prepackaged products launched in more than 60 Coles stores across the country.

Roll’d Vietnamese was founded by Hoang, along with his cousin Tiny Ly and friend Ray Esquires in 2012. The restaurant chain is known for its menu of Vietnamese family favourites, ranging from rice paper rolls, Vietnamese baguettes, pho to noodle salads.

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