Roll’d NZ: Australia’s Vietnamese Street Food Phenomenon Lands in Auckland

Australia’s best-known Vietnamese fast-casual brand has officially crossed the Tasman. Roll’d NZ has opened its first New Zealand store at Sylvia Park in Auckland, bringing fresh rice paper rolls, bánh mì and steaming bowls of phở to Kiwi diners — and marking a major milestone as the brand’s first franchise location anywhere outside Australia.

For anyone who has queued at a Roll’d counter in Melbourne or Sydney, this is the moment New Zealand has been waiting for. For everyone else, here’s your guide to what Roll’d is, where to find it, and why its arrival is one of the more significant fast-casual launches the country has seen this year.

What is Roll’d?

Roll’d is a Vietnamese fast-casual dining brand founded in Melbourne in 2012 by Bao Hoang, Ray Esquieres and Tin Ly. Built around family recipes passed down through generations, the brand has grown to more than 125 stores and become a household name in Australian shopping centres and food courts.

The concept is simple and effective: authentic Vietnamese street food, made fresh, served fast, at a price point that suits a weekday lunch. Signature dishes include freshly rolled rice paper rolls, crunchy gỏi (Vietnamese salad), stuffed bánh mì baguettes and aromatic phở — the kind of fresh, herb-forward food that fits neatly with the way many New Zealanders want to eat today.

You can read more about the official market entry in the coverage from Restaurant & Café NZ and Hospitality Business Magazine.

Where to find Roll’d in New Zealand

The first Roll’d Sylvia Park store opened in Auckland, located at the PAK’nSAVE end of the centre, opposite Whitcoulls. It offers around 40 dine-in seats alongside a takeaway service built for the lunchtime rush.

And this is only the beginning. The New Zealand rollout already has further sites confirmed:

– Sylvia Park, Auckland — the flagship debut store, now open
– Westfield St Lukes, Auckland — opening shortly after the first location

The brand has signalled strong growth ambitions for the New Zealand market, and is offering a limited number of franchise opportunities to select operators here. You can keep up with new openings and offers on the official Roll’d NZ Facebook page.

Who is behind the Roll’d NZ launch?

The New Zealand expansion is being led by Matthew Holdich in partnership with Mammoth Brands, the hospitality group run by co-CEOs Duane Dalton and Chris Henderson. If the name rings a bell, it should — Mammoth already operates a portfolio of well-known fast-casual names in New Zealand including Pita Pit, EGG’D, Bowl’d and Tuckr.

Mammoth secured the exclusive New Zealand rights to Roll’d, positioning the brand to fill what it sees as a clear gap in the local fast-casual scene, aligned with strong local demand for high-quality, authentic and convenient dining.

Overseeing menu quality across all markets is Executive Chef Jerry Mai, familiar to many from MasterChef Australia, who was on the ground in New Zealand during launch week.

What’s on the Roll’d menu?

The Roll’d menu leans into fresh, customisable Vietnamese classics. Expect to see options such as:

– Rice paper rolls — light, fresh and the dish the brand built its name on
– Bánh mì — Vietnamese baguettes, including roast pork and crackling
– Phở — fragrant noodle soup, available in beef, chicken and a mushroom-and-tofu version
– Bún — vermicelli noodle salads, including lemongrass wagyu beef and BBQ chicken
– Group feeds — sharing bundles designed to feed four to six people

Why the Roll’d NZ launch matters

Roll’d’s arrival is notable for a few reasons. It is the brand’s first international franchise, which makes New Zealand something of a proving ground for its global ambitions. Founder Bao Hoang has framed the move as a chance to bring fresh, healthy and affordable food to time-poor, health-conscious Kiwis.

It also lands at an interesting moment for hospitality. While the wider sector faces well-documented cost and trading pressures, the fast-casual category — quality food, quick service, accessible pricing — continues to attract diners who want more than traditional takeaway but don’t want to commit to a sit-down restaurant every time. Vietnamese cuisine, with its emphasis on fresh herbs, lean proteins and big flavour, is especially well suited to that brief.

For Auckland diners, it means another genuinely fresh lunch option. For the New Zealand franchise market, it signals confidence in a category that’s still growing.

Frequently asked questions about Roll’d NZ

Where is the first Roll’d store in New Zealand?
The first Roll’d NZ store is at Sylvia Park in Mount Wellington, Auckland, near the PAK’nSAVE end of the centre.

Is Roll’d Australian or Vietnamese?
Roll’d is an Australian-founded brand serving authentic Vietnamese cuisine. It was founded in Melbourne in 2012 and is built around traditional family recipes.

How many Roll’d stores are there?
Roll’d has grown to more than 125 stores, with New Zealand marking its first market outside Australia.

What other Roll’d locations are opening in New Zealand?
Westfield St Lukes is confirmed, with additional locations expected as the brand expands.

Will Roll’d NZ have catering options?
Yes, Roll’d provide a range of delicious catering options for your office, party or family events.

Who operates Roll’d in New Zealand?
The Roll’d NZ rollout is led by Matthew Holdich in partnership with Mammoth Brands, the group behind Pita Pit, EGG’D, Bowl’d and Tuckr.

Hungry yet? Roll’d is now open at Sylvia Park, Auckland, with more stores on the way.