In an insightful interview with Wilbert, the founder of rrooll, we delve into the journey and inspiration behind the beloved cinnamon roll brand. Wilbert shares his experiences, challenges, and aspirations, giving us a behind-the-scenes look at rrooll's creation and growth.
rrooll was recently awarded a Diamond at the prestigious HalalTrip Gastronomy Awards this year. The Diamond Award is the pinnacle of the HalalTrip Gastronomy Awards, a distinguished award presented to extraordinary Halal dining establishments. celebrating culinary excellence.
HalalTrip Gastronomy Awards aim to recognize and promote exceptional halal dining establishments. The first HalalTrip Gastronomy Awards was held in Singapore on June 5 during a Gala Dinner. With a commitment to showcasing the diversity and richness of halal cuisine, the awards bring attention to establishments that excel in providing memorable dining experiences.
Check out the Winners Guide to find the full list of winners!
Now back to the story behind the successes of rrooll.
Image: rrooll's NorthPoint City outlet
rrooll is a pandemic baby, born out of necessity and a love for cinnamon rolls. Before starting rrooll, Wilbert was involved in the agriculture business in Indonesia. However, the pandemic forced him and his wife to return to Singapore, leaving them at a crossroads.
"When me and my wife came back to Singapore, we were stuck here. We were wondering what to do next because we can't go back to Indonesia anymore to continue with our agriculture business," Wilbert recalled.
The idea for rrooll came from the surge in home baking during the pandemic. Being a fan of cinnamon rolls but unable to find good, affordable ones in Singapore, Wilbert saw an opportunity.
"I'm a fan of cinnamon rolls myself. But I couldn't find any good ones that were accessible and affordable. So I proposed to my wife that we create our own cinnamon buns," he shared.
Image: rrooll's Cinnamon rolls
Wilbert and his wife spent a lot of time experimenting with recipes to create the perfect cinnamon roll. Their objective was to find a roll that was soft, fluffy, and not too sweet.
"We did a lot of experimentation, and we finally thought we found something that we really loved. That was how the idea of starting a shop called rrooll came about," Wilbert explained.
Since its inception in 2021, rrooll has expanded rapidly, with outlets strategically located in the heartlands of Singapore to make their products more accessible and affordable for everybody at any time of the day.
"All our outlets are situated in the heartlands. We want to target the locals, the families in the heartlands. So we try to make our rroolls more affordable, more accessible near their homes," Wilbert said.
In response to customer feedback, rrooll has diversified its menu to include flavors beyond cinnamon, catering to those who may not enjoy the traditional cinnamon flavor.
"We started to create chocolate flavor, hazelnut flavor, and even a coffee flavor. We want to make it for the family to enjoy together," he added.
Image: rrooll's cinnamon roll in the making
One of the key aspects that sets rrooll apart is the use of premium ingredients. Despite rising costs, Wilbert is committed to using high-quality butter and cream cheese, which contribute to the rich and authentic taste of their products.
"There are people in the industry who use margarine because butter costs are increasing, but we still use premium butter. I'm proud that we are able to use premium ingredients and still ensure that our products are affordable," Wilbert stated.
Wilbert's background in agriculture also influences his approach to sustainability. He emphasizes the importance of properly sourced ingredients and maintaining a responsible business model.
"Sustainability, to me, more importantly from a business angle, also covers the people aspect. How well we treat our staff, our people, and our team," he explained.
Wilbert added that rrooll funds programs, incentives, assistance, and adopts policies which are beneficial for their staff in the long run. An example of this is helping staff with children in Primary and Secondary school with some of the spendings of school to help with the cost of living in Singapore. Maintaining a high quality across the board with a happy workforce.
rrooll is always looking for ways to improve and innovate. From mini rroolls for children to exploring savory options and expanding into sit-down café concepts, Wilbert is committed to evolving the brand.
"We recently launched mini rroolls because some customers said our big rroolls were too big for their kids. We also hope to come up with more variations of savory rroolls," Wilbert shared.
Outside of rrooll, Wilbert is a new father of two, balancing his time between the business and his family. He enjoys reading and exploring new food places in Singapore.
"A lot of my time is spent on rrooll and my other babies at home. I try to give most of my time to them on weekends," Wilbert said.
His philosophy revolves around trust and integrity, both in his personal life and business.
"Trust and integrity are the most important. We need to abide by certain principles so that our team members can trust us, and we must maintain trust with our customers and suppliers," he emphasized.
Image Credit: rrooll on Instagram | Image: rrooll's membership promo
Wilbert is optimistic about rrooll's future, with plans to bring the brand overseas through franchising and continue expanding its product offerings.
"We have just started engaging partners to see if they can work with us to bring rrooll overseas. At the heart of it, we are a Singapore brand and hope to make Singapore proud," he concluded.
For those who haven't tried rrooll yet, Wilbert invites you to come and experience their unique and delicious cinnamon rolls.
"Come and try rrooll. We recently launched a membership program where the first cinnamon roll you purchase is at 99 cents. We want everyone to try rrooll at a very affordable price," he said.
rrooll's success story is a testament to Wilbert's dedication, innovation, and commitment to quality. From humble beginnings to a beloved brand, rrooll continues to delight customers with its premium, affordable cinnamon rolls, making it a favorite in Singapore and beyond.
Store Locations:
Bukit Panjang Plaza
1 Jelebu Road, #01-39
Singapore 677743
Causeway Point
1 Woodlands Square, #B1-K22
Singapore 738099
Compass One
1 Sengkang Square, #B1-18
Singapore 545078
NorthPoint City
1 Northpoint Drive, #B2-151
Singapore 768019
Tampines 1
10 Tampines Central, #B1-K4
Singapore 529536
Opening Hours:
11:30am-9pm Daily
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The HalalTrip Gastronomy Awards not only recognize excellence in Halal dining experiences but also celebrate the vibrant culinary scene in Singapore. From innovative concepts to traditional favorites, each award recipient represents the pinnacle of culinary artistry and dedication to delivering exceptional dining experiences.
As we reflect on the remarkable talents and establishments honored in 2024, like rrooll, we eagerly anticipate the next chapter of culinary innovation. We invite you, our valued readers and fellow food enthusiasts, to be a part of shaping the future of Halal gastronomy in Singapore.
Share your voice by nominating your favorite restaurants and chefs for the 2025 HalalTrip Gastronomy Awards.
Nominate now and be a part of this exciting journey towards culinary greatness!
