Australia’s Quick Service Restaurant (QSR) sector is a dynamic and competitive arena, with brands continually striving to capture the attention and loyalty of consumers. Amidst this landscape, Roll’d, a Vietnamese-inspired fast-food franchise, has experienced significant growth, expanding its footprint to over 140+ store openings nationwide. Understanding Roll’d’s formula for success offers valuable insights for entrepreneurs and investors eyeing opportunities in the Australian QSR market.
Understanding the Australian QSR Landscape
The Australian QSR industry has demonstrated consistent growth over the past decade. According to IBISWorld, industry revenue has grown at a compound annual growth rate (CAGR) of 1.3% over the past five years, reaching an estimated $25.3 billion in 2025. This expansion is driven by evolving consumer preferences, a demand for convenience, and a growing appetite for diverse culinary experiences.
Roll’d: A Case Study in QSR Success
Established in 2012, Roll’d has rapidly become a prominent player in the Australian QSR scene. Its success can be attributed to several key factors:
1. Unique Culinary Offering
Roll’d specialises in Vietnamese street food, bringing authentic and fresh flavors to the fast-food arena. This unique offering caters to Australia’s multicultural society and the increasing consumer demand for diverse and healthy dining options. By focusing on Vietnamese cuisine, Roll’d has carved out a niche that differentiates it from traditional fast-food chains.
2. Scalable Business Model
Roll’d’s scalable business model has been instrumental in its rapid expansion across Australia. Since opening its first store, Roll’d has grown to 120+ store openings nationwide, offering fresh, healthy Vietnamese cuisine.
Key factors contributing to this scalability include:
– Easily Transportable Food: The menu is designed for quick service and takeout, allowing efficient operations in various settings.
– Innovative Systems and Processes: Roll’d employs modern systems to streamline operations, ensuring consistency and quality across all franchises.
– Adaptability to Various Locations: The flexible store design and operational model enable Roll’d to establish outlets in diverse environments, from urban centers to suburban areas.
This strategic approach has positioned Roll’d as a prominent player in the Australian fast-casual dining scene, with plans for further expansion.
3. Strong Franchise Support
Roll’d provides comprehensive support to its franchisees, including training, marketing assistance, and operational guidance. This support system has been instrumental in maintaining consistent quality and service standards across all locations, contributing to the brand’s positive reputation and customer loyalty.
4. Adaptability and Innovation
Roll’d has demonstrated adaptability by embracing technological advancements and responding to market trends. The brand has implemented online ordering systems and delivery services, partnering with platforms like DoorDash to expand its reach. This collaboration led to a 177% increase in native delivery sales and a 182% rise in orders since August 2020. Additionally, Roll’d offers catering services with a variety of menu options, including low-gluten, vegetarian, vegan, and 100% nut-free choices, to meet changing consumer preferences. This commitment to innovation has enabled the brand to stay relevant and competitive in the fast-paced QSR industry.
In line with their innovative approach, Roll’d has recently expanded their product line to bring Vietnamese cuisine into customers’ homes. They now offer a range of products, including Nuoc Mam Sauce, Chilli Mayo Sauce, Rice Paper, Pho Broth, Sticky Hoisin, Phở Noodles, Vegetable Phở Broth, and Rice Vermicelli Noodles. These products are available at local Roll’d stores and select supermarkets, allowing customers to easily prepare authentic Vietnamese dishes at home. This expansion not only caters to the growing demand for convenient meal solutions but also reinforces Roll’d’s dedication to sharing Vietnamese culinary traditions with a broader audience.
5. Strategic Expansion into Regional Areas
Recognising the growth potential beyond metropolitan centers, Roll’d has strategically expanded into suburban and regional areas across Australia. This approach taps into emerging markets and caters to consumers seeking diverse dining options outside major cities. By establishing a presence in these areas, Roll’d has broadened its customer base and increased brand visibility nationwide.
6. Emphasis on Health and Freshness
With a growing consumer focus on health and wellness, Roll’d’s menu emphasises fresh ingredients and healthier alternatives to traditional fast food. This alignment with consumer preferences has enhanced the brand’s appeal, attracting health-conscious customers seeking nutritious yet convenient meal options.
7. Community Engagement and Cultural Authenticity
Roll’d’s commitment to sharing Vietnamese culture and cuisine fosters a sense of community and authenticity. By incorporating family recipes and cultural elements into their brand identity, Roll’d creates a unique dining experience that resonates with customers, building brand loyalty and differentiation in the competitive QSR market.
Lessons for Aspiring QSR Entrepreneurs
Roll’d’s success story offers several valuable lessons for entrepreneurs considering entry into the QSR market:
– Identify and Leverage Unique Selling Propositions (USPs): Offering a distinctive product or experience can set a brand apart in a crowded market.
– Ensure Scalability: Developing a business model that can be efficiently replicated across various locations is crucial for expansion.
– Provide Robust Franchise Support: Supporting franchisees with training, marketing, and operational assistance ensures brand consistency and success.
– Embrace Innovation: Staying attuned to market trends and technological advancements keeps a brand competitive and relevant.
– Strategic Location Selection: Expanding into emerging markets, such as suburban and regional areas, can unlock new customer bases and growth opportunities.
– Align with Consumer Preferences: Offering products that meet the health and dietary preferences of consumers enhances brand appeal.
– Foster Cultural Connection: Incorporating authentic cultural elements can create a unique and engaging customer experience.
By understanding and implementing these strategies, aspiring QSR entrepreneurs can enhance their prospects for success in Australia’s vibrant and evolving market.
If you’re considering entering the QSR industry or looking to expand your existing business, now is the time to take action. Leverage the insights from Roll’d’s success to inform your strategy and position your brand for growth. Start by identifying your unique offering, developing a scalable model, and embracing innovation to meet the ever-changing demands of consumers.
For those interested in joining a proven and dynamic brand, Roll’d offers franchising opportunities across Australia and internationally. With over 140+ store openings nationwide, Roll’d has established a strong presence in the fast-casual dining sector. As a franchise partner, you’ll receive comprehensive support, including assistance with site selection, store design, training, and marketing. The process begins with registering your interest, followed by an initial online meeting to discuss the franchising model and available opportunities. This is an exciting chance to be part of a brand that combines traditional Vietnamese cuisine with modern business practices.
