Cinnamon roll chain Have A Roll sets its sights on Wallonia

In mid-November, Have A Roll will open a new store at the Woluwe Shopping Center. It will be the chain’s eighth location in Belgium and its second in Brussels. The chain plans to expand into Wallonia soon.

Crossing the language border

Have A Roll has had a location on Baljuwstraat in Brussels since February 2023. That store recently underwent an interior refresh. Now, a second location is opening in Sint-Lambrechts-Woluwe, at the Woluwe Shopping Center. It will be the chain’s eighth Belgian location; the chain also has a store in Utrecht, the Netherlands—though it closed its Amsterdam store last summer.

The expansion in Brussels is the first step toward crossing the language border. “Our stores are currently located mainly in Flanders, but our many loyal fans in Brussels give us the confidence to open a second store here and look beyond. We’d also like to make the move to Wallonia soon. There are already a few cities we’re keeping an eye on,” says Dennis Van Peel, founder of Have A Roll.

Expanded selection

The new store aligns with the updated design of the other Have A Roll locations, offering more space for coffee, matcha, and merchandise alongside the familiar plant-based cinnamon rolls. “When we opened our first stores, people mainly came by for the rolls. Now, our coffee and matcha have also become a reason to stop by,” says Van Peel.

The merchandise selection also gets its own space in the new store: customers will find items such as coffee beans, coffee cups, tumblers, and a complete matcha set with a bowl and whisk for preparing matcha at home.