The UK’s first Australian-style sushi brand is coming to Manchester

Experience the sumptuous fusion of traditional Japanese flavours and Aussie creativity with Rolled, Manchester’s newest food concept rolls into town this August.

Set up by adopted Aussie Mancunian Adam Miller, Rolled is a new kiosk opening at Trafford Centre on 16th August 2024.

Born and raised in the city of Melbourne, Adam developed an early passion for culinary arts.

The city is known for its eclectic food scene, providing the perfect backdrop for young Adam to nurture his passion.

Rolled Sushi at The Trafford Centre

“Like most teenagers, I got a job in a restaurant when I was about 14,” Adam said.

“That’s where it all started for me, just washing pots in front of the house, in the kitchen, doing a bit of everything.”

Those beginnings would set the spark and desire to run his own restaurant business one day.

Working in restaurants gave Adam a practical insight into the hospitality industry, and his passion for food wasn’t confined solely to the kitchen.

He also cultivated an online presence by posting photos of the best burgers around Melbourne on Instagram, which quickly amassed a huge following (after all, who doesn’t love a good burger?).

Adam’s ability to merge his love for food with technology landed him at a food tech startup, focusing on a social media discovery and review platform for the best burger joints across Australia.

This role allowed him to get a comprehensive understanding of the industry and to network with restaurant owners.

It wasn’t long before Adam joined another startup, Mr. Yum, which specialised in QR code visual menus.

Mr. Yum thrived during the COVID-19 pandemic, leading Adam to relocate to the UK in 2021 to open their London office.

His entrepreneurial spirit and the experience gained at Mr. Yum played a significant role in shaping Rolled’s business model.

A gap in the UK’s sushi market?

Adam’s idea for Rolled stemmed from a gap he noticed in the UK’s sushi market.

Having lived and travelled in Japan, Adam was well-acquainted with authentic sushi but found the UK offerings lacking compared to the ubiquitous and innovative hand rolls available in Australia.

Hand rolls in Melbourne are as common as sandwiches, making for a convenient and tasty meal or snack option.

Adam said: “Sushi is incredibly popular in Australia, with most people enjoying it weekly, if not more often.

“I remember being 16 and spending a summer in Japan on exchange. Upon arriving, I was struck by the realisation that Japan did not have the same sushi industry we have in Australia. At the time, I found it odd but didn’t think much of it.

“Years later, after moving to the UK, I was reminded again that the type of sushi we have in Australia simply doesn’t exist here.

“The hand roll format, in particular, is far more convenient, accessible, and affordable—perfect for the UK market, yet completely unavailable. T

“through research, I discovered that this hand roll format, often referred to as sushi hand rolls, was invented in Melbourne in the late 1990s and only gained popularity in the early to mid-2000s.

“Despite being relatively new, it quickly became a staple in Australian lunch culture, much like sausage rolls or sandwiches.

Having lived in Japan, visited multiple times, and studied the language, I have a deep love and passion for Japanese culture. Coupled with my fondness for sushi, I realised that my favourite food didn’t exist here in the UK, and I wanted to change that. The idea was simple: bring my favourite sushi hand rolls to the UK market.”

Bringing sushi rolls to the UK

Rolled promises a delightful mix of traditional Japanese flavours with a touch of Aussie flair.

Adam believes it’s important to start with a neat menu and then expand based on customers’ preferences.

“We’re combining the reliable classics from Australian menus with some innovative twists. I like to describe it as a blend of traditional Japanese flavours with a touch of Aussie flair and creativity.

“We’ll start with a lean menu to understand what people like and how they behave. Some of the initial offerings will include popular classics from Australia like crispy chicken, cooked tuna, and spicy tuna. Additionally, we’ve created some unique rolls, such as the Bondi roll, which is almost like an Australian breakfast in a roll. It includes salmon, smashed avocado, feta, and egg omelette, and it’s delicious.

“Another example is the shrimp on the barbie roll, featuring tempura prawn with special katsu sauce, cucumber, and lettuce. We also have fun takes on other classics, like substituting traditional salmon and avocado with salmon and smashed avocado, reflecting Australia’s love for smashed avocado.

“This is just the beginning, and we’ll expand the menu as we go, based on customer feedback and preferences,” Adam added.

Adam believes Rolled’s unique selling points lie in its convenience, flexibility, freshness, and affordability.

The hand roll format is highly portable and doesn’t require chopsticks, which enhances its appeal as a quick, on-the-go meal.

“All the best foods in the world are handheld,” Adam said, drawing comparisons with burgers, pizza, and hotdogs.

The flexibility in portion sizes allows customers to customise their meals to their hunger levels, whether they want a light snack or a full meal.

Additionally, Rolled prides itself on offering freshly made rolls, eliminating the common dissatisfaction associated with pre-packaged sushi.

Guilt-free and affordable

Priced around £3.40 per roll, the kiosk ensures that quality sushi is accessible to everyone, making it a guilt-free, healthy, and affordable dining option.

Adam’s choice to establish Rolled in Manchester is a testament to his admiration for the city’s unique energy and cultural vibrancy.

Having lived in both London and Manchester, he finds Manchester to have a special buzz and community spirit that resonate with his Melbourne roots.

“There’s a palpable buzz in Manchester I’ve never felt anywhere else”

“I’ve lived in the UK for about three years now, spending time in both London and Manchester. Manchester has a truly special energy. When you’re walking through the streets, there’s a palpable buzz that I’ve never felt anywhere else. I absolutely love the city. Even before moving here, I visited several times and always felt that awesome energy.

“After moving to Manchester, I realised there’s so much happening here. There are amazing independent brands opening up left and right, along with high-quality restaurants like Higher Ground and Skof.

“Additionally, well-known brands from the south, like Caravan and Flat Iron, are setting up shop here, validating the city’s appeal.

“There’s a great mix of local excitement and innovation combined with external recognition, making Manchester the place to be.

“The city feels a lot like Melbourne. While Melbourne might not have the iconic sights of Sydney, such as Bondi Beach or the Opera House, it boasts unbelievable food, incredible culture, arts, sports, and entertainment. It’s an amazing place to live.

“Similarly, Manchester offers friendly people, a supportive community, and a genuine sense of excitement about what’s happening in the city.

“It feels like the perfect place to launch a brand that relies on community support. I believe I can make a contribution to Manchester, and it just feels right for so many reasons.”

When will Rolled open?

As Rolled prepares for its grand opening on the 16th of August, anticipation is high to see what Sushi rolls are all about.

Adam extends a warm invitation to sushi lovers and curious foodies alike to experience the unique flavours and convenience that Rolled offers.

Make sure to visit Rolled in the Lower Orient at the Trafford Centre and enjoy a sushi hand roll that’s packed with flavour, freshness, and a touch of Aussie creativity.