Foofi's Rolls
About
One busted oven timer, one very late night, and a cinnamon roll that refused to be forgotten.
Our story
It started at 2 AM, naturally. Foofi — our founder, chief dough officer, and lifelong night owl — pulled a tray of cinnamon rolls out of the oven way past any reasonable hour. They were too good to keep to one kitchen.
The next weekend there were two trays. Then a pop-up table outside a laundromat. Then a line around the block, a rented storefront on Swirl Street, and eventually a late-night delivery operation that keeps the same promise: if the craving hits late, we're awake too.
The name stuck from the very first bite — someone mumbled "this is foo-fi-level good" through a mouthful of roll, and it never left. Neither did the recipe: slow-fermented dough, real butter, cinnamon we grind ourselves, and a glaze that puddles exactly where it should.
Taste the origin storyThe non-negotiables
What we believe
Baked to order
No heat lamps, no day-olds, no sad display cases. Your roll meets the oven when your order lands.
Real everything
Real butter, real vanilla, cinnamon ground in-house. If it isn't real, it isn't rolling with us.
Late is a love language
Cravings don't clock out at nine. We stay open — and stay warm — until 1 AM, every single night.
The timeline
From one tray to three ovens
- Year one — one tray, one laundromat pop-up, zero leftovers. Ever.
- Year two — the Swirl Street flagship opens and sells out by 9 PM. We learn to make more.
- Year three — warm delivery launches. The 1 AM promise becomes the whole personality.
- Now — a Roll Pass family of thousands and one very tired, very happy founder.