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Street Food Stories - Ro Vietnamese
Street Food Stories is all about celebrating the heart of the street food community and shining a light on the vibrant, resilient, and endlessly creative world of street food a world built on passion, heritage, and community. Read on to hear more about the story behind Rổ Vietnamese.
How did you first get into street food?
I moved to London from Melbourne and couldn’t find a good banh mi anywhere. I don’t know if you’ve had the same problem. I honestly think Melbourne does it better than Vietnam
sometimes. I go to Vietnam all the time, my aunt lives there and when she visits Melbourne, she eats Vietnamese food there too. So when I moved to London and couldn’t find anything that tasted right, I really missed it.
During COVID, I started making banh mi at home, and my friends kept telling me, “Annie, this is really good.” That’s when I realised I might be onto something. I’ve always wanted to create something tied to my heritage, and I also wanted my business to help people. So this felt like the perfect blend of everything I love.
What’s the story behind your brands name?
Rổ actually means basket. I mocked up the original branding myself—the circle, the yellow, the concept. Then my brother-in-law, who’s a graphic designer, refined it. We went back and forth until it felt perfect.
One of the inspiration images is from the Vietnam War. It’s one of my favourite photographs. It features traditional baskets, which you still see everywhere in Vietnamese markets carrying fresh produce. And if you look at the logo, the outline almost looks like a noodle, but it's actually a basket shape. Also, baskets are traditionally made from bamboo, which symbolises the resilience of the Vietnamese people.
How did your first day opening go? Be honest…
I didn’t sleep at all the night before! The first thing I learned was… electricity. I’m basically a part-time electrician now. We were running everything through three different power sources, and it kept tripping because we hadn’t fully unwound one of the extension cords.
It was stressful, but we figured it out, and once we were up and running it actually went amazingly well. We’d done a lot of prep and testing, so our processes were solid. People couldn’t believe it was our first day trading.
We opened at 9am and sold out by 11:30!
How do you come up with new ideas or seasonal specials?
Honestly, my brain is always coming up with ideas. But I also try to be practical: in summer we do summer rolls—lots of fresh veggies, cool, light, with dipping sauce. 
In winter people want something warm and filling, so we switch to rice bowls.
This year we’ve launched our first breakfast banh mi, which people have been requesting for ages.
We’re doing two versions:
- The Original Breakfast Banh Mi — no veggies, just two sunny-side-up eggs, crispy shallots, spring onions, sriracha, fresh chilli if you want it.
- The Loaded Version — pâté, mayonnaise, pickled carrots, cucumber, and the egg on top.
It depends how healthy or indulgent you want to be! We’ve launched it at a pop-up in Balham.
What’s the toughest part of street-trading that no one talks about?
Lack of sleep.
What’s been your proudest moment so far?
Creating a work environment where my team feels happy and supported. A few of my team members recently finished their master’s degrees and now do work for Ro within their fields—I pay them for that too.
Seeing them grow professionally and personally has been the most rewarding part.
Do you collaborate or swap ideas with other vendors?
All the time. I recently did a collaboration with The Tikka Man on Rupert Street. We always exchange ideas.
I even created a WhatsApp group for some of the traders I work closely with because so many people kept asking for advice. Now we can all share info and support each other.
Long-term, once my website is up, I want to have a forum where traders can connect and help one another. I’m not about competition—I’m about community.
That’s what the street food world feels like—99% of traders are so supportive. It’s not competitive; it’s collaborative. It’s honestly the best work environment I’ve ever been in, compared to my corporate background. You get the odd trader who’s competitive, but they’re rare.
Do you think trade events like HRC help you feel connected to the wider industry?
Yeah, They have great talks and loads of ideas. And I know you guys have one in March, which I will be coming too.
What advice would you give someone who wants to start a street food business?
Go for it. Just do it.
But also ask for help. So many people struggle because they don’t ask. You’re not going to know everything, so find someone who does.
I always have a mentor. Mine works in the food industry, so he helps me think through ideas, what to do, what not to do.
What is your dream collab: another vendor or a celebrity?
Gordon Ramsay. I feel like I could just connect with him and just be myself around him, so it would make for a great partnership.
Follow Rổ Vietnamese on Instagram to keep up to date with everything they’re cooking up!
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