Success Story – Fast Casual and RollPlay Self-Order

By | January 13, 2016

Roll Play Rolls Out with Self-order to Stunning Reviews

Former poker pro raises the stakes in fast casual with self-service, impressive food and stellar service.


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The rocky start and eventual success of Di Dang’s first restaurant, Chasin’ Tails, must have been exactly the right experience. The former professional poker player’s next foray into the industry – this time in the form of Roll Play, a brand new Vietnamese fast casual – hit the ground running and did the nigh impossible. Roll Play, with the help of a dedicated staff, self-order and some of the most amazing food you’ve ever seen, achieved a 5-star average rating on Yelp! their first week. And if the reviews are any indication of the capabilities of the crew at 8150 Leesburg Pike in Vienna, Virginia, that rating is going to stick.

Roll Play hits on three hot trends in fast casual: self-service, fresh & local, and a play on traditional ethnic cuisine.

“Think a Vietnamese-Chipotle, but with kiosks for ordering/customization,” their Facebook page suggests, an accurate description of how the concept approaches ordering. The menu begins with a choice of rice paper rolls, a vermicelli noodle bowl, or Banh Mi, a French baguette baked with rice flour that is the basis for the iconic (and metonymous) sandwich. Guests can customize every aspect of their item, guided by the beautifully designed kiosk interface that features crisp, nearly edible photos of the toppings and food. The kiosks are stationed directly before the prep line, giving guests direct access to the kitchen staff should they need ordering assistance or to simply ask questions about the food.

With self-order chosen to play an integral role in their operation from inception, the kiosks have proven to be a smashing success for Di Dang and partners. Contrary to commonly held misconceptions about self-service, the kiosks enable Roll Play’s staff to achieve even higher marks in customer service, and many of the common problems inherent in new restaurant openings were completely bypassed by their implementation.

Roll Play’s kiosks overlook the kitchen, giving guests instand access to the person preparing their food. Rolly Play’s employees are more than happy to stop and assist customers, resulting in raving customer service reviews.

“So far, the customers have loved the speed and accuracy of the kiosks,” Di Dang said, elaborating on the feedback he’s received from guests. “We have had much faster ticket times, more upsells and way more customer happiness than we expected!”

The sterling reviews on Yelp! echo Di’s sentiments, simultaneously gushing not only about the amazing food, but about the friendly staff and caring atmosphere as well.

Self-service gives guests control over every topping, giving them the control and speed they want, while increasing order accuracy.

“Holy Moly! Finally a Fast Casual concept that can rival Chipotle or Five Guys… I have seen a few variations of this concept while traveling the US and this one has it done perfectly. …The service is beyond anything you find in DC. The staff and owners are so friendly and genuine you want to keep coming back.” -Foodie C.

The remaining 31 reviews contributing to their unbelievable rating voice similar opinions on Roll Play’s take on fast casual, almost reading like a blue print of what new concepts need to do right:

“I love how they incorporated a kiosk system. It’s user friendly and provides beautiful pictures of the food. I wish I lived closer to eat this daily.” –Naomi K.

“This place is pretty awesome. Love the touch screen ordering and customer service, but most of all the food is delicious.” –Daniel B.

Menu boards, self-order kiosk and point of sale are all integrated, creating a seamless solution for Roll Play.

“This place makes such great food, loaded with flavor. The staff is really friendly, and I like their touch screen ordering system. It’s really where things are moving, and I prefer it personally.” –John D.

However, reviewer Carlo A. summed it up the best:

“Wonderful idea, brilliantly executed.”

Roll Play opened the week prior to Christmas in 2015, operating seven days a week and closing at 9 P.M. (8 on Sundays). If you find yourself in the area, check them out and see two industry trends poised to take off in 2016 – self-order and fresh food fast with an ethnic twist – rolled out right. Stay tuned for more Roll Play implementations; we’re sure that this isn’t the last we’ve seen from this perfectly on point concept.

Brett Duncan | Marketing
[email protected]

Author: Staff Writer

Craig Keefner is the editor and author for Kiosk Association and kiosk industry. With over 30 years in the industry and experience in large and small kiosk solutions, Craig is widely considered to be an expert in the field. Major kiosk projects for him include Verizon Bill Pay kiosk and hundreds of others.