Client Spotlight: Roll'd

Country Cooked and Roll’d: Bringing the Best of Vietnam to Australia

Country Cooked is proud to be a supplier for Roll’d, the hugely popular Vietnamese cuisine chain that has captured the hearts and taste buds of Australians nationwide. Roll’d is not just a restaurant; it is a culinary experience that delivers the vibrant flavours, freshness, and authenticity of Vietnam, right in the heart of Australian cities. With every Pho, Bao, or Banh Mi served, Roll’d offers a taste of Vietnam that is honest, wholesome, and consistently satisfying.

Vietnamese cuisine is celebrated as one of the healthiest in the world, and Roll’d stays true to this reputation. The menu reflects a commitment to simplicity, freshness, and nutritional balance. Meals are carefully crafted to highlight natural flavours, using ingredients that are light, fresh, and full of character. Herbs, vegetables, and lean proteins take centre stage, delivering a meal that is not only delicious but also nourishing. The philosophy is simple: food should be honest, memorable, and true to its cultural roots. Yet Roll’d also demonstrates remarkable innovation, adapting its menu to suit Australian tastes without compromising authenticity. This combination of tradition and innovation has played a key role in the brand’s widespread appeal.

A Humble Beginning with Big Ambitions

Roll’d began as a small, ambitious venture six years ago in Melbourne’s CBD. What started as a three-man operation quickly grew into a culinary phenomenon, capturing the attention of food lovers across the country. With a focus on quality, authenticity, and approachable Vietnamese street food, Roll’d rapidly expanded, and today boasts more than 60 stores nationwide. Key locations in Melbourne, Sydney, Brisbane, and Perth have become staples for both locals and tourists, offering a reliable and satisfying dining experience.

The inspiration behind Roll’d is deeply personal and family-oriented. The founders drew from the street food of Vietnam, combined with the treasured recipes passed down through generations. Each dish tells a story of heritage, culture, and culinary expertise. This family-centred philosophy extends beyond the food itself, shaping the brand’s approach to hospitality, service, and community engagement. Roll’d is more than a restaurant chain; it is a celebration of Vietnamese culture and a way to share that culture with the Australian public in an approachable and enjoyable way.

A Menu That Appeals to Everyone

One of the defining features of Roll’d is its diverse and inclusive menu. Whether customers are seeking a quick lunch, a comforting dinner, or a lighter meal, there is something for everyone. Signature dishes like Pho and Banh Mi sit alongside innovative Bao combinations, catering to traditionalists and adventurous eaters alike. Each item is designed to provide a balanced taste experience, combining fresh herbs, rich broths, and perfectly prepared proteins.

Beyond its signature dishes, Roll’d ensures that the menu accommodates a variety of dietary preferences and needs. Vegetarian, vegan, and gluten-friendly options are thoughtfully integrated, making it easy for customers with specific dietary requirements to enjoy a fulfilling meal. This level of inclusivity demonstrates Roll’d’s commitment to accessibility and customer satisfaction, helping the brand resonate with a broad and diverse audience.

Catering: Extending the Roll’d Experience

In addition to its in-store offerings, Roll’d has successfully extended its business model into catering, providing fresh Vietnamese cuisine for both private and corporate functions. The catering service has become increasingly popular, offering a convenient and high-quality solution for meetings, events, and celebrations. Customers can choose from a selection of seven different meal combination boxes, each thoughtfully curated to deliver variety, flavour, and convenience.

Roll’d catering ensures that guests experience the same high standard of food as they would in-store, with meals presented in an easy-to-serve format that suits busy corporate environments or intimate gatherings. This extension of the brand has helped cement Roll’d as a go-to option for both casual diners and event organisers, further demonstrating the adaptability and appeal of its menu.

Quality, Consistency, and Growth

The rapid growth of Roll’d can be attributed to a number of key factors, all of which revolve around a commitment to quality, consistency, and customer satisfaction. Every store follows strict standards for ingredient sourcing, food preparation, and service delivery. This consistency ensures that customers receive the same great experience, regardless of location. Whether it’s the rich, aromatic Pho or the perfectly balanced Banh Mi, each dish meets the high standards that customers have come to expect from the brand.

The Roll’d menu is also designed with operational efficiency in mind, allowing staff to prepare dishes quickly without sacrificing quality. This balance between speed and excellence is particularly important in fast-paced environments such as urban centres, where customers expect both convenience and flavour. By maintaining this delicate balance, Roll’d has been able to expand rapidly while keeping the integrity of its cuisine intact.

A True Australian Success Story

Roll’d’s success story is a testament to the power of combining authenticity, innovation, and a customer-first approach. From a small Melbourne start-up to a national brand with more than 60 locations, Roll’d has shown that quality food, family values, and a deep respect for culinary heritage can resonate on a large scale. The company has built a loyal customer base that values not only the taste of its food but also the experience, culture, and thoughtfulness that goes into every dish.

As a supplier, Country Cooked is proud to support Roll’d in delivering this experience. By providing premium, high-quality ingredients, we help ensure that each Roll’d location maintains its signature taste and consistency. Our partnership allows Roll’d to focus on what they do best: crafting meals that delight customers while celebrating the vibrant flavours of Vietnam. Together, we are committed to supporting the continued growth and success of a brand that has quickly become an Australian favourite.

Roll’d is more than just a restaurant chain. It is a celebration of Vietnamese culture, a leader in healthy and innovative dining, and a symbol of what can be achieved through dedication, authenticity, and a passion for great food. With every Pho, Bao, or Banh Mi served, Roll’d continues to bring a piece of Vietnam to Australia, offering meals that are simple, honest, and unforgettable. As the brand grows and evolves, it remains a trusted name in Vietnamese cuisine, continually proving that great food, prepared with care, can create lasting memories and loyal customers.