Miramar’s viral cinnamon roll sensation Roll & Dough shuts down briefly to revamp
The owners of the highly popular pop-up Roll & Dough announced this week that the fast-growing cinnamon roll business will “temporarily close” as it works to manage overwhelming demand and hire additional staff.
The business, whose oversized cinnamon rolls have become a viral sensation, recently transitioned into a brick-and-mortar residency inside a Haitian bakery in Miramar, drawing hundreds of customers and long lines for its original Japanese milk bun inspired cinnamon rolls, peach cobbler, cookies and seasonal drinks.
In a TikTok video, co-founder Julie Pierre, a Florida International University student who runs the business with her partner and fellow student Jovan Mitchell, said the temporary closure is necessary to stabilize operations and hire and train at least three more bakers.
“We’ve decided to close down — only temporarily,” she said. “One of the reasons why we really wanted to close down just for a little bit is to figure out how we can work better as a team ... This time off is not really a break for us, but is genuinely a time for us to sit down and realize what needs to be fixed.”
As a result, the business will not be open Thursday through Sunday, its usual operating days at its current location inside Puce Patisserie Bakery at 7150 Pembroke Road.
At the strip mall where the bakery is located, lines during the four days Roll & Dough are open have grown longer, along with customer complaints about waits of up to two hours, much of it documented on TikTok and other social media platforms.
At the same time, videos showcasing the large, iced pastries have generated millions of views, fueling demand that quickly outpaced production.
Up until April, when it moved into the brick-and-mortar space, Roll & Dough operated primarily as a pop-up at local farmers markets, mainly the Shops at Merrick Park in Coral Gables, where it built a loyal following and regularly sold out.
Pierre said in her video that she started the business out of her home kitchen after delays in receiving college financial aid. What began as a way to make ends meet quickly evolved into one of South Florida’s most talked-about food pop-ups.
The Miramar News was not able to reach Pierre before publication.
The couple has been handling operations largely on their own, often working overnight to prepare dough, fillings and frosting, then assembling and baking to meet demand. Pierre said they often begin prepping at midnight.
But she indicated the pace has become unsustainable, with production currently reaching about 700 to 800 cinnamon rolls per day. During the closure, they plan to hire and train additional staff, with a goal of increasing output to more than 1,000 rolls daily. The original giant rolls are sold for $8 each.
For Roll & Dough, the pause is aimed at improving workflow, maintaining quality and creating a more consistent customer experience when it reopens.
In her TikTok video, Pierre did not announce a reopening date.
