Join the Family

Join the amily FRANCHISE GUIDE CONTENTS 6 XIN CHÀO FROM THE CEO 7 OUR STORY 9 OUR FOOD 11 OUR CUSTOMERS 13 OUR STORES 15 OUR VALUES 17 OUR AWARDS 19 OUR FRANCHISE FAMILY 21 OUR RECIPE FOR SUCCESS 23 YOUR INVESTMENT 25 YOUR ROAD TO ROLL’D 28 FAQ XIN CHÀO (HELLO) Food is everything to our family. It’s what we laugh, cry and bond over, and have done so since we were kids. Through Roll’d, we aim to share the things that matter most to us - great food and memorable experiences. We’re not shy in saying we have big dreams. We have led the way in bringing Vietnamese food to the masses, making it a popular dining option in Australia, with flavours that are as vibrant as the bustling streets of Saigon. If you’re as passionate and committed to the journey ahead as we are, I look forward to welcoming you into the Roll’d family. Bao Hoang PAGE 5 PAGE Co-founder and CEO Roll’d Australia // // ROLL’D FRANCHISE GUIDE ROLL’D OUR STORY THE ENTREPRENEUR, THE SUIT AND MR. HOSPITALITY Bao Hoang grew up with a monstrous appetite for his mother’s traditional Vietnamese home cooking. With experience working as a franchisee, Bao’s passion for entrepreneurship combined with his love of food, family and heritage inspired the idea for Roll’d. Enlisting school friend and suited banker, Ray Esquieres, was the first natural step. With extensive experience from his time at JP Morgan, The Suit had all the skills required to become the Roll’d operations guru. Next came Mr. Hospitality, Tin Ly, to complete the winning trifecta. Tin grew up working in his family’s Vietnamese bakery and, along with hands-on hospitality experience, he brought his family’s specialty – the Bánh Mì – to the mix. On the opening day of the first Roll’d store, the three were very proud of the organised chaos they had created with their rice paper rolls selling out in just one and a half hours! Fast forward to today, with over 75 stores across six states and territories and international expansion in the works, the Roll’d Vietnamese phenomenon shows no sign of slowing down! PAGE 6 PAGE // // Pictured from left to right: Bao Hoang (The Entrepreneur), Ray Esquieres (The Suit) and Tin Ly (Mr. Hospitality) ROLL’D FRANCHISE GUIDE ROLL’D PAGE 7 // // ROLL’D FRANCHISE GUIDE ROLL’D OUR FOOD Our food is inspired by Bao and Tin’s mothers, Mama Hoang and Mama Ly, who on top of working 18-hour days to create a better life for their families, found joy in creating simple, honest, memorable meals. Vietnamese food is one of the healthiest cuisines in the world, and our menu has been designed to provide variety and value-for-money, so customers can enjoy eating with us multiple times a week. Guided and quality-tested by Mama Hoang and Mama Ly, we’re always looking to innovate, while staying true to the essence of Vietnamese food – balanced, vibrant, and unbelievably flavoursome! We love getting to share with everyone the recipes our mums have refined over the years, such as the traditional Vietnamese dipping sauce Nước Mắm and Vietnam’s famous national dish, Phở - in fact Mama Hoang still makes the Phở spice pack that is distributed to all stores. “QUA NHỮNG CÔNG THỨC VỀ THỰC PHẨM GIA TRUYỀN, MÓN PHỞ VÀ CHẢ GIÒ LÀ HAI MÓN MÀ CÁC CHÁU NỘI CỦA CHÚNG TÔI THÍCH NHẤT!” “My grandchildren love Phở, which is a recipe passed down through the generations. Also the spring rolls, they love them the best!“ - Mama Hoang - PAGE 8 PAGE // // ROLL’D FRANCHISE GUIDE ROLL’D Our Menu SOLDIERS® BÚN BAO RICE PAPER ROLLS NOODLE SALAD STEAMED BUN Delicious & fresh with a variety Fresh & light, served with Fluffy bun that perfectly encapsulates of sauces nước mắm dressing it’s flavourful filling PHỞ GỎI BÁNH MÌ NOODLE SOUP VIET SALAD VIET BAGUETTE ‘The national soup’ with rich Exotic & refreshing dressed with Crunchy Viet twist on your aromatic broth nước mắm dressing ordinary sandwich PAGE 9 PAGE // // ROLL’D FRANCHISE GUIDE ROLL’D SWEET POTATO HOME-STYLE ICED COFFEE Vietnamese style iced coffee FRIES PORK SPRING ROLLS with condensed milk Small bites to perfect your meal Small bites to perfect your meal or keep you going or keep you going OUR CUSTOMERS TASTE ADVENTURERS We served over 5.7 million hungry customers last year, offering them the essence of Vietnamese street food with an exciting, modern Australian twist. These customers are true taste adventurers, seeking flavour, delicious worldly food and a unique experience. PAGE 10 PAGE // // ROLL’D FRANCHISE GUIDE ROLL’D DEMOGRAPHICALLY, THEY ARE A BROAD TARGET AUDIENCE AGE 20-39 51% 49% LOCATION FEMALE MALE CBD / SHOPPING CENTERS 48% 52% UNI STUDENTS SINGLE MARRIED OR OR GRADUATES DE FACTO WE CAN FURTHER SEGMENT OUR AUDIENCE INTO: PAGE 11 PAGE // // YOUNG GLOBETROTTERS YOUNG FAMILY ALTERNATIVE ROLL’D FRANCHISE GUIDE ROLL’D They look for new experiences every They are middle-Australia foodies who day, will try new types of food, and holiday are over bland food and want to to experience the local culture. They are introduce new alternatives to their family. seeking to broaden their horizons. They are seeking a taste alternative. OUR STORES Our stores reflect the lively, fresh nature of Vietnamese street food. Customers know our food is fresh with high-quality ingredients as they watch it all come to life right before their eyes. Our Rice Paper Soldiers® are rolled fresh daily in full view of the public, while Mama Hoang’s authentic Phở bubbles away in large pots behind the counter and the aromatic scent gently entices customers as they order. The theatre of bringing our food to life sets us apart from the competition. Our stores are designed to highlight this freshness, while also maintaining speed of service and quality customer interactions. We now have over 75 stores across six states and territories. We use our experience, market dominance and well-established relationships with real estate agents and landlords to secure the best locations, with each location carefully selected based on key criteria around the specific precinct and its suitability for the brand. QLD WA SA NSW ACT VIC PAGE 12 PAGE // // ROLL’D FRANCHISE GUIDE ROLL’D PAGE 13 // // ROLL’D FRANCHISE GUIDE ROLL’D OUR VALUES Our roots are embedded deep within the Vietnamese culture where the very fabric of our existence is based on kinship. You are a brother, sister, uncle or aunty whether you are related by blood or not. When you become part of Roll’d, you become part of our family – a link that is unbreakable. This network of family and friends that own, operate or are employed by Roll’d makes us a very unique kind of franchise. This is the basis of our strength and our assurance for continued success. LOVE SHARE A love of food, culture and family sits at We love sharing the best of ourselves with the the heart of our business. Everything we do, world, including our heritage and food – giving we do with love. people a true taste of Vietnamese hospitality. MAKE MEMORIES DREAM We strive to make every day memorable We’re optimistic and believe in following and take customers on a journey of new our dreams. We dare to dream big, constantly tastes and flavours – offering them a welcome innovating and challenging ourselves. escape from forgettable, bland meals. BE COMPASSIONATE HONOUR Being empathetic and acting in a selfless We aim to always do what’s right and are manner is key. We care about others and aspire true to our word and family. to help those less fortunate than ourselves. PAGE 14 PAGE // // ROLL’D FRANCHISE GUIDE ROLL’D A BUSINESS WITH PURPOSE At Roll’d, we know we can’t change the world, but that doesn’t mean we can’t change lives for the better. Our dream is to give as many people as possible the chance to experience what we had growing up – the simple pleasures and happy memories that come from good food and good company. We have partnered with Blue Dragon, an Australian-run charity based in Vietnam that helps kids in crisis with this goal in mind. We’ve PAGE 15 PAGE recently raised over $200,000 for the charity, helping the Foundation to build a boarding house in Khen Pi and improve facilities (including new classrooms and a water filtration // // system) for a local school in Nam Po. ROLL’D FRANCHISE GUIDE ROLL’D PAGE 16 // // ROLL’D FRANCHISE GUIDE ROLL’D Our Awards At Roll’d, we’re our own harshest critic, so it’s great to know that others recognise and acknowledge our hard work, team members and initiatives. 2018 2018 2017 VIC/TAS Field Trainer of Winner - Social Media BRW Fast 100 the Year Marketing Awards List #16 2017 2017 2016 QSR Best Corporate QSR Multi-site BRW Fast Starters Social Responsibility Restaurant of the Year List #4 Initiative 2015 2015 2014 BRW Fast Starters QSR Multi-site BRW Fast Starters List #11 Restaurant of the Year List #27 2014 QSR Best Brand Story PAGE 17 PAGE // // ROLL’D FRANCHISE GUIDE ROLL’D OUR FRANCHISE FAMILY We love to see members of the Roll’d family thrive and offer support along the way to help each member reach their goals. PAGE 18 PAGE // // Pictured Roll’d conference 2018 Vietnam ROLL’D FRANCHISE GUIDE ROLL’D ERIC’S STORY Eric has always had a hunger to achieve great success in business.

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