Meet Bao Hoang, the owner and founder of Roll’d. The first Roll’d eatery was established in Melbourne’s CBD in 2012 and has since expanded to over 86 stores nation-wide. The Roll’d menu is rich with cultural tradition and carry on a place of home and history, shared daily with the Roll’d family.
We chat to Bao about business, family and navigating COVID-19.
Tell us about Roll’d.
Roll’d is inspired by great Vietnamese family recipes handed down from my mother, Phien, who with my father, Quy and my two older brothers, came to Australia by refugee boat in 1981. The first Roll’d opened in 2012, in the competitive heart of Melbourne’s CBD and we have since expanded to 86 stores nationwide.
Tell us about your career and background.
For a good portion of my young-adult life I was a practising physiotherapist, which I was drawn to by my love of sports. However, I very quickly realised my real interest was in the business of doing business!
What inspired you to start Roll’d?
As a family we always enjoyed Mum’s catering at all our (and many others’ actually!) events, as well as the random lunches and dinners we’d pick up or get delivered during the week. When we’d be lazy to cook, we’d jokingly (but not!) say, “let’s see what’s on the Mama Hoang menu tonight”. I’ve always thought there was an opportunity there.
Then over the years watching people walk around eating sushi rolls, including my kids, I’d think, that would be great if it was a Vietnamese rice paper roll. So from there the idea of Roll’d came about, and being quite competitive I was keen to knock the famed sushi roll off its pedestal! I wanted fresh Vietnamese to become the go-to option. I wanted to share my family traditions and shape the way Australians interacted with Vietnamese cuisine and culture.
Describe a typical work day for you (if there is such a thing).
I wouldn’t call it “typical” but I definitely have a set morning routine, and must-dos for each day. Always start the day with breakfast, often with my one-year old, followed by “hygiene” as we call it in our household, a quick school drop-off, then, these days, hang out with my best mate, Zoom. I have weekly scheduled meetings with the Executive team, and individual departments spread across the week. Then at some point, without fail, I look at my scorecard to review our absolute objectives as a business, which keeps me focused and intentional. Recently, I’ve had the honour of being a part of the National Covid Commision (NCC), so I’m reviewing plenty of papers, and speaking with small-medium businesses to advise the NCC, and hopefully get us all back to where we need to be. Another positive of COVID and working from home is I’ve been able to work my schedule to fit in a daily family walk – silver linings!
Has COVID-19 affected your business? How are you navigating that?
Like all Australian businesses, Roll’d has suffered high and low points during the current COVID crisis. The biggest challenge has been making sure that our business survives, but also to keep positivity, and in turn, productivity within our culture.
Our business is built around people and our number one priority is looking after people. We are continuing to support our staff and maintain as many jobs as possible. We’ve innovated and introduced a fair few initiatives that have really brought the ‘hustle’ and creativity within our team, which has been amazing to witness. We’ve found in showing strong support to one another, we have further fostered a really fantastic sense of community among the Roll’d team and are coming out of this better and stronger.
We have adapted and launched more delivery options including the Roll’d Runner food truck and are always engaging new customers with competitive offers like our recent 50% off menu-wide deals, free delivery deals, and new menu items such as the United by Noodles soup range, Roll’d Meal Box range, and new dinner-focused range of rice – an obvious addition being a staple of Vietnam. We’re charging ahead with our aim to feed more and more Australians from the comfort and safety of home.
As adverse as this time may seem, it is about supporting each other, maintaining our quality products, ensuring our food is accessible and affordable.
What advice do you have for those wanting to start a business?
I’d say read, research, network, work damn hard, just DO! Surround yourself with people who share your values, and who are on board with your vision. I’ve read many business books, and out of each one I take at least one great learning that I’ve been able to use. Not always in a life changing way, but I believe even the littlest of things can change the course of your life.
Do your research about your specific business aspirations, don’t just leave it to chance or assume. Be proactive in seeking out people who can help you, you’d be surprised how willing people are if you just ask. Sometimes that person can’t help you, but they’ll often redirect you to someone who will. Be prepared to work hard, and that’s an understatement.
There will be days of absolute torture but you tend to always come out the other side stronger and smarter. Be mindful to look after your health though, you’re no good to anyone dead. The hardest thing to do in business is just to start, so take the leap! Stop procrastinating, making excuses, or waiting for the ideal scenario. And one other important lesson I’ve learnt is to not to assume that everyone will be as willing to work as hard, or sacrifice like you. It can become frustrating, but often, if they were as willing, they’d have their own business by now. It’s not only about getting the right kind of person, but also putting them in the right place. I’m very fortunate right now to have found some amazing people, who are super dedicated and passionate.
What’s next for you, and Roll’d?
We’ve always got plenty of plans on the horizon. Despite the pandemic, we’ve still got eyes on international expansion, so working behind the scenes on opportunities, and building relationships. In the shorter term, we are opening eight new stores nationally before Christmas in Elanora QLD, Royal Adelaide Hospital, Fremantle WA and Fyshwick ACT.
We’re also working on fresh new additions to our menu range, that we’re sure will tantalise your tastebuds!
